Agentic Scenarios Every Marketer Must Prepare For

The article by BCG explores four distinct, yet possible, scenarios that marketers should prepare for in a future dominated by AI agents. These scenarios are presented as an 'open agentic bazaar,' where no single platform dominates; 'brand resurgence through data fortresses,' focusing on proprietary data ecosystems; 'the super-app embrace,' where integrated platforms become central; and 'a creator-led authenticity revival,' emphasizing genuine, creator-driven content. Regardless of which scenario unfolds, the authors stress that two marketing principles will be crucial for success: discoverability and desirability. Discoverability refers to a brand's ability to be found by the AI agents mediating consumer discovery, while desirability is about being wanted by the consumers these agents serve. To achieve this, brands need to build machine-readable product data and brand signals that algorithms can assess, ensure accessibility across various agent platforms, and understand how autonomous intermediaries evaluate products. The piece suggests that marketers will need to adapt their strategies significantly. Brands might need to develop their own AI platforms, integrate with existing AI agents, or meet consumers within diverse platforms. Retailers, for instance, face the choice of becoming primary destinations or evaluators in this new environment. Ultimately, the article advocates for proactive preparation through understanding these potential futures to build resilient and effective marketing strategies.