Weekly update week 35: Online marketing and AI

Online marketing and AI are evolving at a rapid pace, including toward the end of summer. In this update, TMC Media shares the most important trends and innovations of week 36. Developments that not only change the way we advertise and communicate, but also show where the opportunities lie to future-proof your digital strategy. One thing is clear: those who stand still are falling behind.

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Visa tests AI agents for purchases

A global payments company is currently exploring whether AI agents can independently make online purchases on behalf of consumers, within certain limits. The goal: fully automate everyday purchases such as groceries, tickets or repeat purchases with clear user control.

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Possible implications:
E-commerce will no longer be solely about human interaction. Brands must optimize their payment processes and customer interactions for collaboration with digital assistants. Ease of use, transparency and AI-friendly product information will become decisive.

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AI shopping agents transform e-commerce

AI-powered shopping assistants are getting better and better at navigating, comparing and checking out webshops independently. They make purchase decisions based on price, availability and user data - and are gaining an increasing grip on consumer behavior.

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Possible implications:
Optimizing for human click behavior is no longer enough. Brands need to think about how their product data, interface and content are read and understood by AI. Those who ignore this will become invisible online in the world of smart agents.

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AI agents make commercial decisions, what does that mean for brands?

New academic research shows that AI agents store differently than humans. They prioritize data such as ranking, consistency and "position prominence," rather than emotional or brand-related preferences. Products that are presented logically and structured are more likely to be selected.

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Possible impact:
Brands need to restructure their digital offerings. Less focus on storytelling, more on data quality and smart positioning. AI marketing requires new rules for visibility and conversion.

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Hyper-personalization via AI pushes up engagement and efficiency

Major brands are deploying AI to provide real-time personalized customer experiences. Think dynamic emails, websites that automatically adapt based on behavior and customer data, and chatbots that understand context. But adoption is often held back by legacy systems and a lack of integration.

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Possible implications:
Those with the technical basics in place can get a head start. Customer loyalty grows with relevant communication at the right time provided data use is transparent and ethical.

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Conclusion

Week 36 shows that AI is becoming increasingly entrenched in the buying process. As AI agents take over purchasing decisions and hyper-personalization becomes the norm, it is important to make your brand optimally visible not only to humans, but also to machines. The rules of e-commerce are changing, and those who understand them are leading the way.

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What can TMC Media do for you?

At TMC Media we follow these developments closely and translate them into concrete opportunities for your business. From AI-proof product data to personalized campaigns and smart integration of payment solutions, we make sure your marketing strategy is ready for the future.

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Want to know how your business can use AI to grow online?
Request ourfree SEO & AI Website Scan todayand find out where your brand is now and where it can go.

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