AI agents and crawlers are already intermediating product discovery and purchase journeys for customers. Marketers have been communicating/amplifying brand values in-market, but these are now also being inferred by AI agents. The result is the business-to-agent (B2A) marketing strategy, where teams must design and continuously manage content that targets machines. In this webinar, we show that to win with a B2A marketing strategy, leaders must influence AI agents by providing clear context, limit inference through content structure, and build trust with verifiable, consistently expressed facts. Organizations must develop “machine advantage” programs to gain competitive advantage in the age of B2A marketing.Key takeaways: Discover the implications of AI agents as a new audience in addition to your human audience.Understand the needs of an AI agent.Learn how to influence AI agents in the era of B2A marketing with practical tactics.Target audience level: intermediate

Accelerate innovation with deeper insights about why agentic commerce is important, when it will likely pay off, and how others are beginning to use it. Agentic commerce brings AI agents into shopping and procurement experiences, enabling autonomous product discovery, recommendations, and transactions across owned and non-owned environments.In this webinar, we share the latest expert insights, practical considerations, and key steps you and your team can take with this emerging approach to buying and selling. Join us to learn how agentic commerce is evolving and how firms can prepare to unlock value while navigating trust, data, and ecosystem challenges.Key takeaways: Gain an understanding of how AI agents are reshaping commerce and procurement workflows.Identify use cases where agentic commerce can reduce friction and accelerate conversions.Learn the foundational steps required to enable safe, scalable adoption.Target audience level: all levels