I’ve spent decades analyzing shifts in marketing, but the rise of AI agents is the most disruptive one yet. These systems are quickly taking over the user journey — but unlike humans, they evaluate structured data, analyze backend specifications, and make decisions in milliseconds. Major players are already taking note and adapting. For example, Adobe recently introduced AI agents that brands can use to help consumers navigate through their websites. Businesses can then enable personalized marketing based on real-time user behavior and unique customer attributes. From a practical perspective, however, what does it actually look like when AI agents take […]