Your Next Customer Might Be An Agent. Here’s How To Build Your Brand For Both Humans And AI.
As AI agents increasingly recommend and purchase products, brands must appeal to both machines and humans by documenting their voice, creating clear product descriptions and checking how AI summarizes their messaging. Guest author Toby Coulthard suggests that startups should build these practices in from the outset, preserving human appeal while measuring success through conversions and revenue…
Ten years ago, consumers would scour Google for furniture, relying on interior design magazines and retailer websites to make their purchases. However, as of 2026, brands are stepping up their game by offering AI agents that not only recommend products but can even make purchases on behalf of the customer. This new era requires brands to cater to two distinct audiences: humans and AI agents.
Brand voice is essential in this dual-audience environment. Marketers must establish a distinct voice and document it, as AI tools follow explicit rules and lose their way without clear guidelines. By outlining what words and claims should never be used, brands can prevent potential issues when AI agents generate content.
In addition, product descriptions are now critical brand assets, as AI agents may read and modify them before recommending or purchasing a product. Brands should test channels and ensure that AI summaries of their emails maintain the unique aspects that set them apart. Furthermore, measuring success should focus on business outcomes, conversions, and revenue, rather than simply the volume of content produced.
In conclusion, brands that incorporate these strategies will be better prepared for the evolving landscape, where AI agents play a significant role in the consumer decision-making process.
Written by urgent.news from Crunchbase News's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
