How Do You Market to an AI Customer?

Commerce as we know it is changing. At the center of that change is the fact that brands have a new type of customer: AI agents. And marketers know very little about how to influence them. But as AI agents become gatekeepers that control product discovery and selection, retailers risk becoming back-end fulfillment centers to AI systems that shape demand and control customer relationships. The next world will still involve humans, but the decision loop will increasingly run through AI agents. So, if AI is the customer, what are you doing to understand what it rewards, what it ignores, and what it trusts? If you wait until consumer behavior fully shifts to answer those questions, the balance of power will already have shifted.