What AI agents want, they’ll get

Agentic AI is changing how online ads work. Humans are often influenced by visual cues, emotional appeals, or brand messaging, but AI agents care more about facts like price, availability, and specific details. They also pay attention to certain things, especially keywords and structured information.

A recent European study looked at how different AI agents interact with online ads. Researchers wanted to know if they use ads to make decisions and which ad types work best. Using AI models like OpenAI's GPT-4o, Anthropic's Claude 3.7 Sonnet, and Google's Gemini 2.0 Flash, they analyzed how agents click and make choices.

Their discovery means that going forward, marketers will need to think differently about how to design ads for a world where AI plays a big role.

Here are 3 implications:

1. Early adopters (brands, agencies, marketers) who can effectively tailor their ads for AI agents will gain a significant edge.

2. Prepare for a shift in what makes an ad effective. We'll continue to see the development of new ad formats and content approaches. This will also drive a demand for marketers with new or unique skillsets, at minimum.

3. The emphasis on structured data aligns with the growing trend of data-driven marketing, pushing marketers to be more analytical.