As AI agents increasingly handle product discovery and purchasing on behalf of consumers, a new category of startup is emerging to help US brands optimise their visibility to these non-human buyers — shifting marketing strategy from emotional appeal to structured data and logic.
A Forrester-sourced analysis published on CustomerThink argues that AI agents are triggering the most significant transformation in business software since cloud computing, introducing what researchers call an "agentic business fabric" that replaces human-navigated systems of record with AI-orchestrated workflows — while warning that back-office systems face far steeper governance hurdles before autonomous execution can be trusted.