news 
AI agents are killing brand loyalty and reshaping how we shop
Marketers have long relied on building trust with customers by crafting compelling narratives, leveraging emotional connections, and fostering relationships. However, the rise of agentic AI is set to disrupt this approach forever. In a world where machines make buying decisions for us, traditional marketing strategies will become increasingly irrelevant.
Adobe Stock
The concept of AI agents shopping for us may seem futuristic, but it’s already here. According to Salesforce, nearly a quarter (24%) of consumers are comfortable with the idea of agents shopping for them, and this percentage rises to 32% when considering only Gen Z. In just three years, ChatGPT is predicted to reach one billion users.
As AI agents start making purchasing decisions on our behalf, it’s essential that businesses adapt their marketing strategies to this new reality. This means rethinking the way we approach brand loyalty and customer engagement.
In a world where machines make buying decisions, emotional connections will no longer be a determining factor in driving sales. Algorithms and robotic logic will supersede these traditional methods of influencing consumer choice. Agents don’t feel emotions; they don’t get influenced by clever copywriting or browse influencer Instagrams. They analyze data based on structured information, which includes price comparisons, feature lists, review scores, and other machine-friendly data.
With this in mind, it’s crucial for businesses to understand how AI agents process and prioritize customer buying signals. Additionally, we need to comprehend how concepts like preference, values, and trust will be communicated by these purchasing agents.
In the future, marketing automation systems must also develop the ability to discern whether a click or email has been sent by a person or a machine in order to react appropriately. Furthermore, businesses may have to adjust their digital presence to exclusively engage with machines through APIs.
Ultimately, this new reality demands that brands rethink how they connect with customers and create brand loyalty.
Source: www.forbes.com
