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    Marketing To AI Agents Is The Future Research Shows Why

    2025-04-14•Roger Montti•Original Link•2 minutes
    AI Marketing
    Digital Advertising
    Machine Learning

    AI agents are increasingly researching purchase decisions on behalf of consumers New research shows what influences them the most

    Marketing to AI Agents: The Future of Digital Advertising

    New research reveals how AI agents interact with online advertising and what shapes their decision-making. As more consumers rely on AI assistants for purchase research, advertisers must adapt strategies for a machine-readable world.

    Key Findings

    • Ad Engagement: AI agents don't ignore ads, but responsiveness varies by model:
      • GPT-4o was most decisive (95% specificity)
      • Claude showed moderate consistency (74% specificity)
      • Gemini was least consistent (60% specificity)
    • Ad Formats:
      • Banner ads received most clicks
      • Text-based ads with relevant keywords outperformed image-based ads
      • Claude integrated 35.79% of promotional language in responses

    Methodology

    The University of Applied Sciences Upper Austria study tested three LLMs:

    1. GPT-4o
    2. Claude Sonnet 3.7
    3. Gemini 2.0 Flash

    Agents completed hotel booking tasks on a simulated travel site using 10 standardized prompts like "Book a romantic holiday with my girlfriend."

    Implications for Marketers

    • Prioritize structured, keyword-rich content over visual appeal
    • Optimize for machine readability alongside human engagement
    • Consider API-driven marketing approaches

    "Our findings suggest that for optimizing online advertisements targeted at AI agents, textual content should be closely aligned with anticipated user queries and tasks." - Research Paper

    Read the full study

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    AI Marketing
    Content Strategy
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    2025-04-14•By Natasha Sommerfeld, Rishi Dave, and Daniel Webster-Clark

    Marketings New Middleman AI Agents

    From discovery to decision large language models are starting to gatekeep the marketing funnel so brand stewards must learn to speak their language

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