Key insights

• 🤖 Brands need to adapt their advertising to attract the attention of AI agents for B2B procurement processes.
• 🔍 AI agents will decide on the best product for the user, prompting a shift in paid advertising targeting.
• 📣 Marketers face challenges as AI prioritizes functional specifications over brand engagement, prompting the need for effective prompting strategies.
• 🚀 The rise of AI agents is impacting marketers' ability to attract and persuade potential customers, with technology and user interaction being heavily influenced by AI advancements.
• 🌐 Google's real-time AI partner eliminates the need for visiting websites and researching, aiding in effective software utilization.
• 🔄 AI agents can revolutionize advertising and go-to-market strategies by performing tasks and may heavily impact marketing activities, with further advancements expected by 2025.

Q&A

• How can AI agents potentially revolutionize advertising and marketing strategies?

  AI agents can be trained to perform various tasks by accessing and utilizing different tools, potentially revolutionizing advertising and go-to-market strategies. The future may involve more reliance on AI agents for marketing activities, possibly replacing human involvement in certain areas, with significant advancements expected by 2025.

• What is Google's real-time AI assistance demonstration about?

  The demonstration showcases Google's real-time AI partner, which guides users through using software, eliminating the need for visiting websites, researching, and understanding software. This advanced feature aids in software utilization, providing real-time assistance.

• How are AI agents impacting marketers and technology?

  AI agents are becoming more prominent and are taking over tasks such as research and data collection, which is impacting the way marketers attract and convince potential customers. The future of technology and user interaction is heavily influenced by the advancements in AI.

• What are the challenges that marketers face in AI-driven advertising?

  Marketers face challenges as AI agents prioritize functional specifications over brand engagement. Users want to delegate decision-making to AI, which can analyze ads based on specified characteristics. Prompting is critical for AI's effectiveness, and a Baseline framework for creating prompts can be explored to address these challenges.

• How will brands need to adapt to AI-driven advertising?

  Brands will need to create advertising aimed at attracting the attention of AI agents, as these agents will decide on the best product through a B2B procurement process. Paid advertising will be targeted at AI agents who are looking through ads to find the best product for the user. The type of ad that attracts their attention will be determined by pre-programmed commands given to the agent.

• What is the future of advertising in an AI world?

  The future of advertising in an AI world is changing rapidly, with AI agents potentially consuming all advertising, leading to a fundamental disruption in paid advertising. This shift from human to AI agent consumption of advertising poses challenges for brands in adapting to AI-driven advertising.

• 00:00 🤖 The future of advertising in an AI world is changing rapidly, with AI agents potentially consuming all advertising, leading to a fundamental disruption in paid advertising.
• 02:23 Brands will need to create advertising to attract the attention of agents who will decide on the best product through a B2B procurement process. Paid advertising will be aimed at agents who are looking through ads to find the best product for the user. The pre-programmed commands given to the agent will determine the type of ad that attracts their attention.
• 04:45 Users want to delegate decision-making to AI, which can analyze ads based on specified characteristics. Marketers face challenges as AI prioritizes functional specs over brand engagement. Prompting is critical for AI's effectiveness. Check out our Baseline framework for creating prompts.
• 07:19 AI agents are becoming more prominent and are taking over tasks such as research and data collection, impacting the way marketers attract and convince potential customers. The future of technology and user interaction is heavily influenced by the advancements in AI.
• 09:20 A demonstration of Google's real-time assistance, where an AI partner guides through using software, eliminating the need for visiting websites, researching, and understanding software. The AI partner is an advanced feature aiding in software utilization.
• 11:32 AI agents can be trained to perform various tasks by accessing and utilizing different tools, which could potentially revolutionize advertising and go-to-market strategies. The future is likely to involve more reliance on AI agents for various marketing activities, with 2025 expected to bring further advancements in this direction.