AI agents are changing how shopping works. Companies like Amazon and Walmart are testing new AI shopping assistants that help customers make buying decisions without needing to search through regular websites. These AI helpers can look at what customers want and suggest products automatically. This is called agentic commerce, and it means marketers need to think differently about how people find and buy things.

Ads are also moving into a new place: inside chat conversations. OpenAI started testing ads in ChatGPT for people in the United States. These ads appear at the bottom of answers when they match what someone is asking about. This changes everything for marketing because ads won't just be on search pages anymore—they'll be inside the answers that AI gives directly to customers.

Marketing teams are getting AI teammates too. Instead of marketers doing everything themselves, AI agents can now make decisions and run campaigns on their own. Platforms like HubSpot with Breeze AI and Salesforce with Agentforce are already helping teams work this way. About 95% of marketing teams are now using some kind of AI tool to help with their work.

To work with AI shopping and AI search, brands need to change how they write about their products. A new skill called GEO (Generative Engine Optimization) is becoming super important. This means writing product information in a way that AI agents can easily read and understand, not just people. If AI can't find your product information, the AI won't recommend your brand to customers.