As AI agents begin shopping, brands are changing their sales pitch

Faced with bots immune to traditional marketing tactics, marketers are racing to win them over with logic and data.

The Star MalaysiaBRENT CRANE2026-10-05 09:00查看原文 ↗

Barnes, the chief executive of Gauge, is part of a new category of start-up that promises to make brands more visible to artificial intelligence bots. — AARON WOJACK/The New York Times

When an AI agent goes shopping, how does it decide what to buy?

That’s the big question on every marketing executive’s mind as customers increasingly turn to artificial intelligence (AI) for recommendations and as new AI agents from Meta and OpenAI offer to help anyone send a chatbot shopping on their behalf.

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