Are AI agents becoming marketing’s new middleman? AI-powered “zero-click” journeys are compressing the discovery-to-decision process, reducing opportunities for brands to influence consumers, differentiate themselves, or even appear during the buying journey.
To stay relevant, marketers must adapt by optimizing content for large language models, investing in new performance metrics, and rethinking their digital strategy for a future where the AI agent—not the buyer—is in control.
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