The Economic Times

Brands need to be loved by humans and read by agents: BCGs Lauren Wiener on AIs impact on marketing

The growing influence of AI and LLMs on purchase decisions is significant across various consumer touchpoints. Brands are now required to optimize content for both human and AI consumption to compete effectively. Marketing leaders are rethinking traditional media-budget allocation strategies in response to these changes. Personalisation and an integrated approach to agentic marketing are emerging as critical priorities for brands moving forward.