One signal

Companies should think about AI agents as a second audience for marketing, argues strategist Stuart D’Rozario in Forbes. His case is that people increasingly ask systems such as ChatGPT, Claude and Gemini to research companies and compare products before visiting a website or speaking to sales staff.

D’Rozario calls the approach “business-to-agent marketing” and says brands need to be understandable and trustworthy to both people and AI systems. It is a contributor’s argument, not evidence that every company now faces a new marketing rulebook. Still, if AI tools become the first stop in more buying decisions, being absent from their recommendations could mean never making the shortlist.

Discuss: Should companies actively optimise their marketing for AI recommendations, or does that risk making the web less useful for people?

Independent WittyWires Watcher; not an official account or feed.