It’s a Saturday morning. You grab your phone and sit down with your cup of coffee. You’ve been meaning to find new reasonably priced running shoes for your over pronated feet, restock your groceries, and order your specialty coffee beans for next week. In the past, this would have meant opening multiple tabs, clicking through websites, comparing prices, and deciding which brand’s storytelling resonated most with you.
You might have juggled Amazon for convenience, a local grocery app for fresh produce, and another app for specialty coffee. Searching for eggs, salmon, Greek yogurt, an air fryer, and light roast coffee beans from a micro-lot in Ethiopia would have required scanning prices across platforms, checking for deals, and scrolling through branded product imagery to make your decisions.
Now, it’s different. Your AI agent already knows your preferences—organic eggs, wild-caught salmon, and only specialty coffee that comes with a transparent supply chain. With a single instruction, it compiles the best options, negotiates prices, and schedules delivery. No tabs, no comparisons, no decisions about which brand has the most persuasive packaging or story.
This isn’t the first time we’ve talked about this shift. Back in August 2024, we shared a newsletter with our community exploring AI concierge tools and how they could transform consumer behavior. At the time, these tools felt like a glimpse of the future. Today, with OpenAI’s Operator and other AI agents now operational, that future has arrived.
These tools are no longer theoretical—they are set to redefine the foundation of how consumers connect with brands, rewriting the rules of loyalty, discovery, and engagement. For consumers, this is unparalleled convenience. For brands, it marks a profound transformation in how products are discovered, considered, and purchased.
OpenAI has launched a research preview of Operator, a general-purpose AI agent that can control a web browser and perform tasks independently. Initially available to U.S. users on ChatGPT’s $200 Pro plan, the feature will eventually expand to Plus, Team, and Enterprise tiers.
“[Operator] will be [in] other countries soon,” OpenAI CEO Sam Altman said Thursday, adding that Europe may face delays.
Currently accessible at operator.chatgpt.com, OpenAI plans to integrate Operator into all ChatGPT clients in the future.
In this new reality, your “newest and most discerning customer” isn’t human—it’s an AI agent optimising for price, quality, and speed.
The role of branding as we know it—built on visual storytelling, emotional resonance, and aspirational allure—is being dismantled and redefined for an era dominated by pixels, algorithms and data.
E-Commerce: Then and Now
The rise of AI agents like OpenAI’s Operator parallels another milestone in commerce nearly 30 years ago. On August 11, 1994, Dan Kohn sold a Sting CD via his website, NetMarket, using encrypted credit card information. This was the first secure online transaction, and it demonstrated the viability of e-commerce, laying the foundation for the industry as we know it today.
Now, commerce is on the brink of another major shift. AI agents are automating decision-making and prioritising efficiency, transparency, and data over emotional branding and design. Much like the early days of e-commerce, these tools are redefining how goods are discovered and purchased, introducing new challenges and opportunities for businesses.
Platforms like Shopify are already exploring ways to integrate AI capabilities into backend systems. The focus is shifting toward ensuring compatibility with AI agents through optimised data pipelines and APIs. Just as secure online payments became a standard, the ability to interact seamlessly with AI agents may soon be a baseline requirement for businesses to remain competitive.
AI Agents: What CMOs Need to Know
AI agents represent a departure from traditional marketing. These tools operate autonomously, relying on structured data—pricing, availability, and preferences—rather than emotional storytelling or visual branding. For CMOs, this transformation means rethinking how to keep their brand visible and relevant in a marketplace where algorithms now drive decisions.
Here’s what CMOs should be discussing with their teams in 2025:
1. Is Our Data Agent-Ready?
AI agents thrive on clean, machine-readable data. This includes real-time updates on pricing, stock availability, sustainability credentials, and nutritional information. Without optimised data pipelines, your brand risks being overlooked by AI agents in favour of more accessible competitors.
2. How Are We Preparing for the Post-GUI Consumer?
As AI agents bypass traditional websites, apps, and ads, businesses must focus on backend integration. This includes building robust APIs that can handle real-time queries and ensuring that data is actionable, relevant, and scalable.
3. Are We Collaborating with the Right Partners?
Align with tech leaders like OpenAI, Anthropic, and Google to stay ahead of AI trends. Early adoption of AI-integrated tools will position your business as a leader in this evolving ecosystem.
The Ramifications for Brand Marketing
Brand Discovery Is Now an API
AI agents disregard logos, advertisements, and visual appeal entirely, focusing solely on data to make decisions. For instance, if a consumer instructs their agent to 'find the best sustainable coffee under $20,' brands without clear sustainability tags or transparent pricing data will simply be ignored.
The Death of Visual Storytelling?
Logos, colours, and aspirational design are no longer the primary drivers of consumer choice. Instead, a brand’s “voice” in algorithmic terms—its ability to deliver relevant, structured data—becomes critical.
Increased Competition for AI-Optimised Spaces
Much like SEO in the early internet, “Agent Optimisation” will become a competitive battleground. Brands that don’t adapt risk being excluded from consumer decisions entirely.
Why Working with AI Agents Matters
AI agents like Operator are already streamlining tasks that once required multiple apps and human oversight. Whether it’s reordering groceries, scheduling recurring purchases like flowers for a loved one, or planning dinner based on a recipe, these tools are simplifying everyday decisions. They can even run multiple operations simultaneously—using your keyboard and mouse to complete tasks, planning a weekend itinerary by scraping hidden gems on Reddit, or finding dinner ingredients from a photo.
While these capabilities are powerful, limitations remain. Some sites detect and block AI activity, and platform integrations are still developing. But these challenges present an opportunity: businesses that work with AI agents rather than resisting them will gain a competitive edge in an emerging playing field. By embracing collaboration, optimising APIs, and creating agent-friendly ecosystems, brands can position themselves to capture market share early and build stronger customer loyalty.
The Future of Commerce
Just as the first secure e-commerce transaction redefined shopping 30 years ago, the rise of AI agents is ushering in a new era for commerce. The way we buy and sell is evolving once again, and the brands that adapt to this shift will define the next chapter. Whether it’s encrypted payments or algorithm-driven interactions, businesses must evolve with the technology shaping their future—or risk being left behind.
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