I’ve spent a long time analyzing shifts in advertising and marketing, however the rise of AI brokers is probably the most disruptive one but. These techniques are rapidly taking up the consumer journey — however not like people, they consider structured information, analyze backend specs, and make selections in milliseconds.
Main gamers are already taking word and adapting. For instance, Adobe recently introduced AI agents that manufacturers can use to assist shoppers navigate via their web sites. Companies can then allow personalised advertising and marketing based mostly on real-time consumer conduct and distinctive buyer attributes.
From a sensible perspective, nonetheless, what does it truly seem like when AI brokers take over key phases of the consumer journey? And, what does that imply for entrepreneurs? To search out out, I put three leading AI agent-powered tools to the check by assigning them actual advertising and marketing duties. This is what occurred and what each marketer must do subsequent.
What are AI brokers, and why are they necessary in advertising and marketing?
AI brokers are autonomous techniques that analysis, analyze, and take motion on behalf of customers. Not like conventional AI-powered instruments that help with remoted duties, AI brokers actively handle workflows, work together with software program, and execute advanced processes — with out direct human enter.
In advertising and marketing, these brokers are rapidly changing into the brand new gatekeepers, deciding which manufacturers, merchandise, and companies get surfaced and used. As an alternative of persuading shoppers instantly with artistic campaigns or paid promoting, entrepreneurs should now optimize for AI-driven decision-making. So, model content material must be structured, clear, and machine-readable.
3 Actual-World Examples of AI Brokers in Advertising and marketing
AI brokers are already altering how advertising and marketing works. Right here’s how three main instruments are taking up analysis, onboarding, and execution — and what that appears like from a consumer perspective.
1. Gemini Deep Analysis: the Finish of Buyer Discovery
What’s one of the crucial neglected adjustments in advertising and marketing? The shopper analysis and discovery section is slowly vanishing. That’s not as a result of prospects are skipping it, however as a result of AI brokers are doing it for them.
To check this, I used Google’s Gemini Deep Research, a part of the Gemini 2.0 Suite, and requested it a easy query: How do I add a chatbot to HubSpot’s web site? As an alternative of giving me a listing of hyperlinks or summaries, Gemini scanned 37 web sites, synthesized the steps right into a single tutorial, and delivered it in a format I may immediately use. No adverts, no looking out, no clicking round.
This transformation is delicate — nevertheless it implies that in the event you’re nonetheless optimizing solely for human eyes, you’re risking irrelevance. AI brokers don’t browse your weblog or consider your model voice; they search for verifiable data and clear, goal reliability. Even a superior product may be neglected in case your content material isn’t introduced in a approach that brokers can parse and consider.
Keep Forward
- Format your content material for extractability through the use of structured headers, ordered steps, and scannable product summaries.
- Create citation-worthy documentation by making certain your product data is clear, factual, and constantly described throughout all digital properties.
- Select product readability over cleverness by skipping branded language or advertising and marketing jargon in favor of clear solutions to useful product questions.
2. Google Stream Realtime: the AI Onboarding Associate
Whereas Gemini Deep Analysis is reshaping how product data is found and gathered, Google Stream Realtime, a part of Google AI Studio, is altering the way in which customers be taught to use a product.
Persevering with with my experiment so as to add a chatbot to HubSpot’s web site, I examined Stream to see how it will help me in navigating the setup course of. As an alternative of directing me to a assist article, Stream noticed my display screen, analyzed my actions, and offered real-time, step-by-step steerage. Each advice was context-aware, adapting to precisely the place I used to be within the course of.
What stood out was that Stream doesn’t simply react to inputs — it anticipates wants. As I navigated the interface, Stream discovered how I used to be interacting with completely different parts and adjusted its steerage accordingly. This creates a steady suggestions loop the place Stream teaches customers whereas studying from their conduct. Onboarding then turns into extra environment friendly and personalised.
Keep Forward
- Clearly outline and map out consumer journeys that comply with a predictable construction and design circulation, so AI brokers can stroll customers via every step with out confusion.
- Label interface parts clearly and constantly by making buttons, menus, and actions machine-readable with customary, unambiguous language.
- Present structured assist content material like tooltips, walkthroughs, or embedded tutorials that AI brokers can floor immediately when guiding customers via your product.
3. Claude AI: Extending agent capabilities via device integration
Claude AI, developed by Anthropic, represents the following step in AI agent capabilities via its Model Context Protocol (MCP), which permits the agent to make the most of exterior instruments and function with larger independence.
For instance, you may give Claude entry to instruments like Brave Search, productiveness apps, or CRMs via safe connections. As soon as approved, it might probably pull experiences, generate content material, set off workflows, and even join information throughout platforms — all with out the consumer lifting a finger.
Through the experiment, I discovered it significantly thrilling that the agent doesn’t hand off duties to the consumer — it completes them on the consumer’s behalf. This implies your product must be accessible by each human customers and AI operations.
Keep Forward
- Construct clear, well-documented APIs (like Hubspot’s API Guides) so brokers like Claude can perceive and act in your product’s capabilities.
- Use safe authentication instruments like OAuth to permit protected agent entry with out compromising consumer belief or requiring fixed credential re-entry.
- Construction your product and information for automation by creating well-defined actions, clear information fashions, and dependable suggestions mechanisms that allow brokers to set off, full, and validate key operations.
Adapting to Brokers
AI Brokers do not scroll via your web site, have interaction along with your adverts, or reply to emotional storytelling. As an alternative, they search for structured data and collect these insights for a human consumer.
Slicing-edge firms will restructure their strategy to advertising and marketing so that they resonate with AI gatekeepers and get their choices in entrance of human decision-makers. Should you haven’t begun experimenting with AI brokers, it’s time to dive in, otherwise you may simply get left behind.
To be taught extra about how AI brokers are reshaping your advertising and marketing technique, take a look at the full episode of Advertising and marketing In opposition to the Grain under:
This weblog collection is in partnership with Advertising and marketing In opposition to the Grain, the video podcast. It digs deeper into concepts shared by advertising and marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Advertising and marketing at HubSpot) as they unpack development methods and be taught from standout founders and friends.
