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Here are the cases for and against AI agents - adtechsolutions

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Here are the cases for and against AI agents


Ads that focus on AI agents rather than humans may sound like something straight out of the pages of science fiction, but it’s a concept that’s gaining traction among marketers thanks to the recent musings of Perplexity CEO Aravind Srinivas. On “Marketing Against the Grain” podcastpainted a picture of a future where “the user will never see an ad. Unlike Google, different marketers do not compete for users’ attention. They compete for the attention of AI agents.”

Naturally, Srinivas’ comments unleashed a barrage of hot shots. Somewhere in the maelstrom of opinion, there are several recurring arguments – both for and against this seemingly far-fetched but not entirely improbable proposition.

Instances of ads served to AI agents

It provides a cleaner user experience
People are fed up with an endless barrage of ads – especially ones that don’t quite work. But if AI agents become the new target for advertisers, the constant stream of ads could disappear entirely. Result? A cleaner, ad-free user experience that allows consumers to enjoy the web and their platforms without the usual interruptions.

Speaking of user experience, AI agents can make people more efficient
By giving any manual or menial jobs to AI agents, it allows individuals to focus on more sophisticated tasks.

“For example, if you’re a consumer, they can book travel, transportation, reservations or buy something,” said Rohith Kolluri, co-founder of software development company Stealth, which is currently building an AI agent for D2C growth marketing teams. . “Wherever a consumer would have to click a link, type in a lot of information, and do a lot of manual steps, an AI agent could do those actions for them. And as this artificial intelligence gets to know them better, it can interact with the ads itself and make decisions for them.”

AI agents can also create efficiencies for B2B operations
Since Kolluri is already in the early stages of building an AI agent for D2C growth marketing teams, he knows very well how it can improve team performance and capabilities.

“We’re building this to help them with the complete creative analysis and testing and optimization workflow they need to grow their business,” Kolluri said. “It’s basically like adding a junior employee working on this workflow 24/7 to all teams. They get a ton more leverage and can do a ton more things.”

Cases against ads served to AI agents

Advertisers will have to shift from targeting people to targeting AI agents
For years, marketers have been burning money targeting bots instead of real people. Ironically, that may soon be the goal. In the future, Srinivas predicts that instead of persuading masses of consumers to buy their products, advertisers may have to charm AI agents to get their products in front of every user at all. It’s the perfect plot twist: brands trying to impress the very algorithms they once cursed.

“If advertisers can’t or it doesn’t work, they won’t pay to advertise on those systems because they have to get a return to justify advertising on those systems,” Kolluri said. “These companies need to figure out how to create a great user experience while keeping advertisers coming back.”

Advertisers will likely need to focus on getting hits from other platforms
Since advertisers will be targeting AI agents, they will no longer be targeting mass consumers on these platforms, effectively removing the top of the funnel.

“Platforms with AI agents will catch people looking for things they already want,” Kolluri said. “They [advertisers] they will likely need to use different demand generation channels, such as Meta Ads, if they want to increase their brand awareness, rather than trying to get hits from these platforms.

Consumers are unlikely to adopt this new behavior anytime soon
What makes sense in the tech world generally requires the rest of the world to catch up. Think about the metaverse – while Meta CEO Mark Zuckerberg was excited about it being the future, when adoption didn’t follow as quickly as the company had hoped, they turned the story around to suggest it was much longer-term. project when considering adoption.

“I think we’re still a long way from the point where enough people are comfortable with letting an AI agent spend money on their behalf and take control of decision-making,” said one global bank marketing executive.

It’s a sentiment shared by Tom Limongello, co-founder of Nextipedia. “Unless I train more agents and know who’s doing what, I’m still going to want to see those ads,” he said. “Machine.” [AI agent] won’t be convinced. It just tries to break down what’s there and characterize it in terms.”



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