Key stat: AI agents will likely limit ad opportunities during the consumer journey's consideration stage, but they will allow for more ad opportunities in the awareness stage, our research shows.

Beyond the chart:

• AI agents may necessitate machine-to-machine marketing, where marketers need to determine how consumer-facing agents can market to consumer-driven agents.
• But adoption of AI agents requires consumers who actually trust and want to use these interfaces, which some technologists may be overestimating.

Use this chart: Marketers can use this chart to justify investing more in awareness campaigns as AI agents guide early-stage research. They can also use it to develop flexible ad strategies that account for varying levels of AI adoption, from cautious to transformative.

Related EMARKETER reports:

• AI Agents and the Consumer Journey (EMARKETER subscription required)
• A Marketer’s Guide to AI Agents 2025 (EMARKETER subscription required)