Today, I want to ask you to imagine something beyond what you're used to hearing about AI in marketing.
We’ve all had the conversations about how AI brings value to data analysis, personalisation, and dynamic content creation—yes, those are important. But I want to take you into the future where marketing is not just aimed at people but also their autonomous AI assistants.
An autonomous AI assistant takes the concept of an AI assistant to the next level, operating with a higher degree of independence and decision-making power. Instead of simply following instructions, an autonomous AI assistant understands broader objectives and can execute complex plans to achieve those goals. The assistant is always looking ahead, anticipating your needs based on past behaviour, patterns, and context.
In essence, an autonomous AI assistant moves from being a reactive tool to a proactive, self-sufficient entity that can make decisions, manage complex systems, and navigate the world on your behalf, with minimal intervention required.
In an AI-to-AI marketing context, an autonomous assistant would not only filter information but also directly communicate and negotiate with other AI systems. For instance, if tasked with finding the best car deal, it might communicate with dealership AIs, compare offers, and finalize a deal. It could understand product features, financing options, and customer-specific requirements, and automatically narrow down choice
Let me paint a picture of AI-to-AI interactions—what I believe will become, in the near future.
Imagine this: You need a new car. Instead of spending hours scrolling through reviews, websites, and specs, you simply ask your AI assistant to handle it. The assistant already knows their preferences—it knows the car you drive now, the distances you travel, the family size, budget, and even your sustainability preferences. But here’s the next leap—the AI assistant doesn't just scour the internet for information; it communicates directly with other AIs.
In this future, companies’ marketing strategies will evolve to persuade not only human consumers but also their AI counterparts. The AI will converse with brand AIs representing car manufacturers, dealerships, and finance companies. It will filter and negotiate, synthesising options that are highly tailored and relevant. The shortlist it returns is not just a set of advertisements or high-ranked suggestions but curated, strategic offerings.
What does this mean for us as marketers? We need to understand that AI assistants will become gatekeepers to the customer. They will pre-qualify offers, filter out the noise, and ensure relevance. So, in the future, our campaigns won’t just aim to win over people—we’ll need to convince their AI agents too.
This will require a fundamental shift in how we structure offers, communicate value, and build relationships—not just with customers but with their AI intermediaries. Your marketing teams will need to learn how to create messaging, pricing strategies, and value propositions that resonate both with human emotions and with the algorithmic logic of AI.
It’s a future where marketing is more collaborative, where trust is earned not just from people but from their AI assistants. This is AI-to-AI marketing—the next wave that is coming. And if you’re not thinking about it today, you certainly will be in the future.
David Sloly
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