As AI agents begin to shape how consumers discover, compare, and purchase products, marketers face a new challenge: influencing not only people but also the intelligent systems acting on their behalf.
Marketing has always been about influencing consumer choice. But as AI evolves from answering questions to completing tasks, a new intermediary is emerging between brands and buyers. AI agents, systems that can understand goals, compare options and execute actions autonomously, are increasingly helping consumers navigate an overwhelming volume of content and choices.
According to new research from WARC and PHD, From Abundance to Agents – How the Delegation of Choice is Transforming Marketing, agent-facilitated consumer spending will grow from US$944 billion in 2026 to US$3.35 trillion by 2030, representing 3.8% of global consumer spending, up from 1.3% today.
Importantly, the report does not suggest AI will replace consumers as decision-makers. Instead, AI agents will increasingly influence what consumers see, shortlist and buy, particularly in categories where purchases are repetitive, information-rich or complex.
From attention to delegation
Consumers today face unprecedented choice, creating information overload and decision fatigue. Agentic AI addresses this by reducing friction, filtering options, comparing products and automating routine decisions, while consumers retain control over more personal...
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