The internet’s two largest markets — advertising and e-commerce — are undergoing a seismic shift driven by AI agents. These intelligent systems are reshaping how goods are bought, sold, and marketed, ushering in an era of hyper-rationality and data-driven efficiency. Let’s break it down.
AI Agents Take Over Consumer Decisions
In the near future, humans will increasingly delegate purchasing decisions to AI agents. Instead of browsing endlessly, consumers will say, “GPT, buy me the best bike for my budget.” These agents, free from human biases and bounded rationality, optimize for efficiency and value.
The result? Fewer impulsive purchases, more calculated decisions, and a shift toward hyper-rational, data-driven commerce.
This trend is already emerging, with AI assistants analyzing reviews, specs, and prices in real-time to deliver optimal choices.
Performance Marketing Becomes Agent-Driven
Advertising is undergoing a similar transformation. Performance marketing on platforms like TikTok and Meta is increasingly powered by AI agents that create and test thousands of video ads daily. These agents dive deep into analytics, tweaking campaigns with minute-by-minute bid adjustments based on granular data insights. Over the past three months, I’ve spoken with a dozen startups in this space—one of which we’re investing in—that are pushing the boundaries of AI-driven ad optimization. This level of precision is unattainable for human marketers, making agent-driven campaigns the new standard.
Offline Channels Gain Value
As AI agents dominate online purchasing and advertising, marketing channels targeting humans directly—particularly offline ones like billboards or events—are becoming more valuable. These channels bypass AI intermediaries, connecting brands with human emotions and spontaneity. As a result, offline advertising is growing more expensive and coveted, creating a premium for “human-first” touchpoints.
The Rise of AI-Generated Video Content
Online content is shifting decisively toward video, particularly short-form content like Reels and Shorts. These platforms already generate hundreds of millions of hours of daily watch time, and a significant portion of this content is poised to become AI-generated. Startups are leveraging AI to produce tailored, engaging videos at scale, driving unprecedented engagement in both entertainment and advertising.
SEO Is Dead, Long Live Chatbot Optimization
Traditional search engine optimization (SEO) is fading, replaced by optimization for AI-driven chatbots like GPT and Perplexity. A rapidly growing market of platforms now helps businesses boost their products’ visibility in chatbot recommendations. These platforms analyze and optimize for the algorithms powering AI responses, ensuring brands stay top-of-mind in a world where consumers rely on agents for answers.
The Bigger Picture: A More Efficient, Expansive Market
AI agents are transforming both the buy-side and sell-side of e-commerce and advertising. Consumers benefit from smarter, bias-free purchasing decisions, while advertisers gain unprecedented precision in campaign management.
These markets are not only becoming more efficient but also expanding, creating massive opportunities for startups in AI-native media, AI-native advertising, and AI-native e-commerce.
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Conclusion
The rise of AI agents marks a turning point for advertising and e-commerce. As these markets grow more rational and data-driven, they’re also opening doors for innovation. Startups building AI-native solutions are poised to capitalize on this shift, redefining how we buy, sell, and market in the digital age. The future is agent-driven — and it’s already here.
