AI agents may reduce ad chances in consumer decision-making phases

Key Stat: AI agents are projected to limit advertising opportunities during the consideration stage of the consumer journey, while simultaneously creating more ad exposure in the awareness phase, according to new research.

The Shifting Advertising Landscape

• Consideration Stage Impact: As AI agents become more sophisticated in assisting consumers with product research and comparisons, traditional advertising opportunities during this critical decision-making phase may diminish.
• Awareness Stage Growth: Conversely, the awareness stage presents expanded opportunities as brands compete to be included in AI agents' initial recommendations and knowledge bases.

Emerging Challenges and Opportunities

• Machine-to-Machine Marketing: The rise of AI agents may necessitate new machine-to-machine marketing strategies, where marketers must learn how consumer-facing agents can effectively promote to consumer-driven agents.
• Adoption Barriers: Successful implementation depends on consumer trust and willingness to use these interfaces - factors some technologists may be overestimating.

Strategic Implications for Marketers

• Awareness Campaign Investment: The research supports increased investment in awareness campaigns as AI agents guide early-stage consumer research.
• Flexible Ad Strategies: Marketers should develop adaptable advertising approaches that account for varying levels of AI adoption across different consumer segments.

Additional Resources

For deeper insights, EMARKETER subscribers can access:

• AI Agents and the Consumer Journey
• A Marketer's Guide to AI Agents 2025