AI agents are becoming the new middleman in the online buying process

AI agents – autonomously operating robots that mimic a human person – are increasingly becoming the middleman in the marketing funnel, according to research from Bain & Company.

As buyers rely more on AI-powered tools for product recommendations, comparisons, and research, the marketing landscape is shifting rapidly. Bain & Company’s study explores the rapidly growing scenario where AI takes over (parts of) the buying process.

Buyers are outsourcing research tasks to AI, from browsing reviews to ranking product options. Data shows conversion rates through AI-powered search are closing the gap with traditional discovery paths, and conversion rates can be up to twice that of standard search journeys for certain products.

As AI intermediates discovery and decision-making, traditional website traffic is declining. The researchers from Bain & Company highlight in their report how traffic to many company websites has decreased by up to 30%, while traffic from generative AI sources increased by 1,200% between mid-2024 and early 2025.

“The marketing funnel is fragmenting: AI agents are now driving discovery, evaluation, and short-listing inside their models, often before brands have a chance to engage directly. Our survey indicates that 80% of consumers now rely on ‘zero-click’ results for at least 40% of their searches,” said the authors.

The challenge for retailers

For retailers and brands, the rise of AI agents is posing a number of challenges and risks, in particular in the early stages of the buying process.

“With LLMs increasingly cutting brands out of early buying stages, traditional SEO is no longer enough. Companies not optimizing for AI search are already losing customers – without even realizing it, since traditional lead-tracking signals like page views or downloads may never occur.”

To stay relevant, Bain & Company advises companies to prepare for three concurrent customer journeys: direct-to-brand website traffic, AI-intermediated traffic, and a declining but still significant share of traditional web traffic. “Success requires optimization across all three, with special focus on adapting to how AI agents curate information.”

Content quality is central to success in the AI-driven funnel. The report highlights five characteristics large language models prioritize:

• Conversational language: Blogs and explainers over static webinars.
• Agent-friendly structures: Ordered lists and definitions to aid AI summarization.
• Clean, scrapable sites: Accurate, up-to-date, and fully indexed websites.
• Off-site earned authority: External expert citations validating brand claims.
• Deep customer conversations: Strong presence in external reviews and forums.

“Leading companies are already shifting tactics,” concluded the report. “Marketers must now optimize for AI agents – not just human buyers – to succeed in the new marketing era.”