What's Happening?
The concept of business-to-robot (B2R) marketing is gaining traction as AI agents increasingly make purchasing decisions. Mark Mitton of Gravity Global explains that marketers must adapt to influence these
systems rather than focusing solely on human psychology. This shift is driven by the growing transactional power of AI agents, facilitated by technologies like stablecoins, which enable seamless machine-to-machine commerce. Companies are encouraged to publish buying criteria in structured formats to guide these agents.
Why It's Important?
The emergence of B2R marketing represents a transformative shift in commerce, where AI agents play a central role in decision-making processes. This development challenges traditional marketing strategies, requiring businesses to focus on system-level discoverability and compliance-driven reputation. As AI agents gain prominence, companies must adapt to ensure their products and services are accessible and credible to these digital decision-makers, potentially reshaping the landscape of commerce and marketing.
