Agent-to-agent B2B transactions raise a question nobody has a clean answer to: who is the customer?

*The Unclear Customer: Agent-to-Agent B2B Transactions and the Role of the Customer*

In the rapidly evolving landscape of B2B transactions, a question has arisen that does not have a clear answer: who is the customer when an AI agent is involved in the buying process? This may seem like a trivial matter, but it has significant implications for businesses looking to adapt to this new reality.

Traditional Customer-Centric Approach

For decades, B2B marketing has been built on the idea of understanding and catering to the needs and behaviors of human customers. Companies have developed sophisticated marketing playbooks that leverage psychology, social proof, and emotional resonance to persuade and convince potential customers. However, this approach is based on the assumption that the human customer is the ultimate decision-maker.

The Rise of Agent-to-Agent Transactions

With the increasing use of AI agents in B2B transactions, the traditional customer-centric approach is no longer sufficient. These agents are capable of researching vendors, evaluating options, negotiating terms, and even returning recommendations to the human buyer. But who is the customer in this process? Is it the human who ultimately signs the contract, or is it the AI agent itself?

Implications for Businesses

If the customer is considered to be the human, then the AI agent is simply a tool used to gather information and make recommendations. In this scenario, businesses can continue to focus on optimizing their marketing and sales efforts for human psychology and behavior. However, if the customer is indeed the AI agent, then businesses must rethink their entire approach to B2B marketing.

The AI-Centric Approach

To be legible to an AI agent, businesses must provide clear structure, accurate data, and no ambiguity or spin. This means that marketing and sales materials must be designed to convey the necessary information in a straightforward and machine-readable format. The marketing playbook, built on human psychology, is no longer relevant in this context.

In conclusion, the question of who is the customer in agent-to-agent B2B transactions remains unanswered. However, it is clear that businesses cannot continue to rely on traditional marketing approaches if they hope to succeed in this new landscape. The answer to this question will have significant implications for the future of B2B marketing, and it is an issue that businesses must address sooner rather than later.