Advertising in the Age of AI Agents
Posted by EGC Group
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The age of online searching is undergoing a gradual but noticeable change. The advent of artificial intelligence (AI) agents is competing with traditional search engines. This is having a major impact—particularly where online advertising is concerned.
Online Search, Before and After AI
In “the old days” of online searches, users did not know why a search engine delivered specific results. The advent of AI changed this equation. Upon its release, OpenAI included a reasoning model to back up resulting information. Google’s AI Overviews, for example, include bulleted responses and accompanying links for users to gain further information if they wish. The development and refinement of AI agents is changing the game further.
How are AI Agents Impacting Online Advertising?
As detailed in Search Engine Land, while search engines retrieve and present data via keywords entered by the user, AI agents not only retrieve—but analyze, organize, and even personalize—information a user is seeking. These marked differences between search engines and AI agents are now becoming evident to industry experts. A recent Media Post article that focuses on DeepSeek asks the question: How will marketers and advertisers have influence should AI agents become “shopping concierges”? How will this also impact the connection between brands and customers?
AI Agent and Brands: It’s Personal
The rise of AI agents is a genuine disrupter in the world of search. While changes and impact to advertising and marketing will be profound, it is not insurmountable. Everything begins with personalization. The more personalized information a marketer has about their customer base, the better. As they adapt to using AI agents, marketers can execute and improve tasks that include:
Again, the foundation to the points listed above is developing greater personalization. Everything here is similar to the now reigning marketing trend of first-party data, which is all about the personal connection between brands and customers. Additionally, it all begins with the advertising and marketing professionals to make personalization happen. (Translation: Without the human factor, the AI agents don’t work.)
What Will Happen to Search Engines?
Will AI agents make search engines obsolete? No. This newer technology will, however, encourage SEO professionals to re-evaluate and change how traditional search is implemented. Who knows? There may come a time when AI agents and search will complement and aid each other in providing the best possible user experience.
Do you have questions or concerns about the placement of your brand or business in online search? Contact The EGC Group for answers. We’ll make it easy for prospective customers to find you, quickly and easily.