We previously shared part one of this series about AI agents and online advertising, The AI Shopping Agents Are Coming. Let’s now look more closely at what kind of ads might draw more agentic AI interest than human interest. Here are three examples below:
1. Highly Detailed Technical Specification Ad for Running Shoes:
Content: This ad would focus on providing comprehensive technical specifications, materials, and quantifiable performance metrics of a running shoe, with minimal focus on emotional appeals or creative visuals.
Example: Imagine an ad for a running shoe that includes information like: “Midsole Material: EVA Foam, Outsole Material: Carbon Rubber, Heel-to-Toe Drop: 10mm, Weight: 9.8 oz, Cushioning: High, Price: $160, Best for: Road Running.”
Why it attracts AI agents: As we discussed, agentic AI prioritizes efficiency and user-specific preferences over emotional appeal. AI agents are designed to quickly analyze and parse detailed data. An ad that is heavy on the kind of precise information that an AI agent can easily evaluate is more likely to be noticed by that agent than an ad with more generalized information. A human might find this ad overwhelming, while an AI agent would see the technical details as essential data for decision-making. AI agents are also goal-oriented and can quickly determine if the specifications meet the needs of a user who has specified road running shoes.
2. Real-Time Price Comparison and Inventory Ad for Running Shoes:
Content: This ad would continuously update pricing and availability, displaying real-time inventory levels and price fluctuations for a specific running shoe.
Example: An ad for a particular brand of running shoes that includes “Price: $129.99, Inventory: 23 in stock (size 9), Price last updated: 11:15 AM PST, Price decreased 1% in last hour, Free Shipping.”
Why it attracts AI agents: AI agents are programmed to seek the best deals and make decisions based on real-time data. They are constantly looking for opportunities to optimize their choices, which they can do with this kind of ad. The real-time aspect of the ad would appeal to an agent looking for the best available deal at the moment it’s searching. This type of ad might also attract a human’s attention, but an agent would be more likely to continuously monitor and use this kind of information to make its decision.
3. Metadata-Rich Product Feed Ad for Running Shoes:
Content: This ad would emphasize metadata and structured data about a running shoe, designed to be easily parsed by AI agents. The ad would include tags, categories, and structured data related to product features, user profiles, and specifications.
Example: An ad for a running shoe might say, “Category: Running Shoes, Activity: Road Running, Cushioning: High, Arch Support: Neutral, Shoe Width: Standard, Brand: {Example Brand}, Material: Mesh Upper, Best for: Daily Training, Price $135.99“
Why it attracts AI agents: Agentic AI needs to be able to parse and analyze data to understand product features and specifications effectively. An ad that provides structured data in a machine-readable format would be ideal for an AI agent. This type of ad would be less likely to appeal to humans, who tend to prefer more engaging and visual ads. However, an AI agent would see the value in the structured data for efficient decision-making and could analyze that data in a way that a human would not. The agent also prioritizes functionality over emotional appeal, so an ad that gets straight to the specifications will be more likely to interest an AI agent.
AI’s Impact on Online Advertising
So, what does this all mean for online advertisers? Will businesses need to evolve their SEM ad strategies to effectively engage both AI agents and human users? Here are some points to consider for each:
For AI Agents:
- Prioritize Data-Rich Content: Ensure your product feeds are detailed, accurate, and easily readable by AI. This includes comprehensive metadata, pricing, and product specifications.
- Focus on Functionality: Highlight practical aspects such as competitive pricing, product reviews, and technical specifications.
- Ensure Competitive Pricing: AI agents prioritize cost-effectiveness, so make sure your pricing is competitive.
- Strong Product Visibility: Optimize product listings for easy discovery by AI agents, and be sure to use clear, straightforward keywords and categories.
For Human Users:
- Maintain Emotional Appeal: While AI agents prioritize data, humans still respond to emotional and brand-related content. Design creative and engaging ads for the human element.
- Focus on User Experience: Ensure that landing pages are user-friendly and provide a seamless experience.
- Leverage Retargeting: Consider how to engage users across different platforms, as AI agents may not be able to cover all touchpoints.
- Transparency and Authenticity: Communicate clearly about your product or service, ensuring that there are no misleading claims or information.
General Strategies to Consider:
- Implement Robust Systems for Bot Detection: Invest in tools that can differentiate between genuine consumer engagement and bot traffic, allowing for more accurate campaign assessment.
- Prepare for Multimodal Advertising: As AI agents gain the ability to interpret visuals, update your website images and Ads with high-quality images and videos.
- Adapt to Metadata-Driven Advertising: Focus on providing detailed product and service metadata, which may be more important than traditional advertising copy.
- Stay Updated: Keep a close eye on new developments in agentic AI and adjust strategies accordingly.
The Road Ahead
The transition to agentic AI is going to be a continuous process. Businesses must embrace a culture of learning and experimentation, piloting new strategies and iterating quickly. The future of online ads is being redefined by AI. Brands that prioritize both the algorithmic demands of AI agents and the emotional needs of human consumers may be best positioned for success in this new era of advertising. This requires a strategic shift that focuses on data-rich content, user-specific preferences, and a willingness to embrace change, which is key for navigating this new terrain.
Yes, this is a bit speculative, but all I’m saying is keep your eyes wide open and your ears perked up. To paraphrase the AI Marketing School about the growth of agentic AI, “This is going to be massive.”
