Continuing my thoughts from last week about the state of search and connecting with customers digitally in an evolving digital landscape. I see an evolution on the horizon that a few are discussing.

As AI agents begin mediating consumer decisions—researching options, comparing features, and eventually making purchases—the fundamentals of marketing may transform.

Human decision-making still dominates the market and will for years. People control budgets, make purchasing decisions, and experience products. Yet they increasingly use technology to filter options and inform choices.

What’s interesting is how brand perception may evolve. Our messaging won’t disappear but will be processed differently. Reviews won’t just influence human emotions; they’ll become data points for agents to analyze. The gap between what we promise and deliver becomes increasingly measurable.

This dual reality requires a clear and forward thinking strategy:

• Create websites that tell compelling human stories WHILE providing machine-readable structured data.
• Develop reviews that emotionally resonate with people AND maintain consistent patterns agents can verify.
• Present product information balancing persuasive benefits WITH precise specifications in accessible formats.
• Manage reputation through both emotional customer service AND verifiable delivery metrics.

The brands that thrive will serve both—creating authentic connections with humans while providing agent-ready digital experiences that AI systems can easily navigate and recommend.

Next week, I’ll explore who I think is uniquely positioned to lead in this environment.