Periodical
How Do You Market to an AI Customer?
| Τίτλος: | How Do You Market to an AI Customer? |
|---|---|
| Συγγραφείς: | Hosanagar, Kartik1 |
| Πηγή: | Harvard Business Review Digital Articles. 6/11/2026, p1-8. 8p. |
| Θεματικοί όροι: | *Intelligent agents, *Marketing strategy, *Retail industry, *Marketing |
| Εταιρία/Οντότητα: | Wal-Mart Stores Inc. 051957769 WMT, Amazon.com Inc. 884745530 AMZN |
| Περίληψη: | The article focuses on how marketing must adapt to a new type of customer: AI agents capable of autonomously shopping and completing purchases, a concept known as agentic commerce. It explains that AI agents operate through protocols like OpenAI’s Agentic Commerce Protocol (ACP) and Google’s Universal Commerce Protocol (UCP), enabling communication between platforms, machine-accessible retail systems, and trusted payment processes. Traditional marketing strategies based on human psychology may not apply to AI agents, which have different decision-making processes, requiring new approaches to influence AI-driven purchasing. The article highlights contrasting retailer strategies, such as Amazon’s attempt to own the shopping agent versus Walmart’s approach of integrating with multiple AI platforms while retaining control over checkout and customer relationships. It concludes that businesses must understand what AI agents reward, ignore, and trust to remain competitive as AI increasingly mediates consumer decisions. [Extracted from the article] |
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| Βάση Δεδομένων: | Business Source Index |
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