The New B2B

As autonomous agents become the first line of interaction, the familiar B2B model begins to fracture—and reassemble into something new.

Brands won’t just market to people anymore.

They’ll market to the agentic systems that filter decisions for those people.

And engagement will unfold across three new dimensions of connection:

Brand-to-Bot.
Brands will need to win over digital gatekeepers—personal agents programmed to prioritize based on price, values, trust signals, or personal parameters set by the user. Emotional storytelling alone won’t cut it. Agents won’t be swayed by brand campaigns or sleek slogans; they’ll filter with algorithms that optimize for relevance and trust.
Bot-to-Brand.
Personal agents won’t simply wait for advertising or offers—they’ll initiate interactions. Booking travel. Registering for events. Purchasing services. Brands will need infrastructures ready to recognize and respond to autonomous inbound actions generated by machines acting on behalf of humans.
Bot-to-Bot.
Increasingly, brand systems and personal agents will transact directly—negotiating offers, validating identities, confirming preferences—all without requiring a human to step in until the final choice needs confirmation.

The New B2Bs - by Brent Turner - The New New - Featured Image

TLDR

This article explores the future of marketing and branding in a world where autonomous AI agents will increasingly mediate interactions between brands and consumers. It discusses how brands will need to adapt by designing for these agents, creating 'Agentic Experiences' that prioritize machine-readable signals and prioritize relevance and trust. The article also touches on emerging trends and technologies that will shape this future, including AI visibility optimization, autonomous transactions, and the rise of agentic experience design.