Your Next Customer Might Be An Agent. Here’s How To Build Your Brand For Both Humans And AI.
AI agents are becoming the second audience for brands, challenging traditional marketing approaches.
Intelligence analysis by Qwen 2.5 (3B)
AI agents are changing the way brands market to customers, requiring new strategies to appeal to both humans and AI.
Imagine you're buying furniture for your new house. In the past, you might have looked at pictures and read descriptions. Now, you could take a photo and use an AI agent to find the perfect furniture. The agent reads the description and decides what to recommend. To make sure the agent likes your furniture, you need to write a good description that sounds like it was written by a human.
Analysis
Crafting a Distinct Brand Voice
To ensure your brand is understood by both humans and AI agents, it's essential to establish a clear and consistent brand voice. This involves defining what your brand should and should not say. For example, if your brand avoids using certain words or making certain claims, these should be explicitly noted. This ensures that the brand's message remains consistent across all channels, including those used by AI agents.
Testing and Optimizing for AI Agents
Testing your brand's messaging with AI agents is crucial. This involves verifying that the brand's voice and message are preserved and that the content is optimized for both human and AI readers. Tools like AI summarizers can help identify potential issues with your messaging before it's shared with AI agents. By testing your content, you can ensure that it remains relevant and effective in the eyes of AI agents.
Measuring Business Outcomes
Instead of focusing solely on the volume of marketing materials produced, brands should measure their success based on business outcomes such as conversions and revenue. This shift in focus will help ensure that the marketing team is delivering value to the business. Additionally, it's important to maintain a focus on the human audience. Even though AI agents are becoming more prevalent, they still cater to the preferences of their human users.
Key points
- Establish a clear and consistent brand voice to ensure it is understood by both humans and AI agents.
- Test your brand's messaging with AI agents to identify and fix any issues with the message.
- Focus on business outcomes, such as conversions and revenue, rather than the volume of marketing materials produced.
As AI agents become more prevalent, brands will be able to better understand and cater to their customers' preferences, leading to more personalized and effective marketing strategies.
If brands fail to adapt to AI agents, they may miss out on a significant portion of their customer base, leading to decreased sales and revenue.
