From a practical perspective, however, what does it actually look like when AI agents take over key stages of the user journey? And, what does that mean for marketers? To find out, I put three leading AI agent-powered tools<\/a> to the test by assigning them real marketing tasks. Here’s what happened and what every marketer needs to do next.<\/p>\n AI agents are autonomous systems that research, analyze, and take action on behalf of users<\/strong>. Unlike traditional AI-powered tools that assist with isolated tasks, AI agents actively manage workflows, interact with software, and execute complex processes \u2014 without direct human input.<\/p>\n In marketing, these agents are quickly becoming the new gatekeepers, deciding which brands, products, and services get surfaced and used. Instead of persuading consumers directly with creative campaigns or paid advertising, marketers must now optimize for AI-driven decision-making. So, brand content needs to be structured, clear, and machine-readable.<\/p>\n AI agents are already changing how marketing works. Here\u2019s how three leading tools are taking over research, onboarding, and execution \u2014 and what that looks like from a user perspective.<\/p>\n What\u2019s one of the most overlooked changes in marketing? The customer research and discovery phase is slowly vanishing<\/strong>. That\u2019s not because customers are skipping it, but because AI agents are doing it for them.<\/p>\n To test this, I used Google\u2019s Gemini Deep Research<\/a>, part of the Gemini 2.0 Suite, and asked it a simple question: How do I add a chatbot to HubSpot\u2019s website? Instead of giving me a list of links or summaries, Gemini scanned 37 websites, synthesized the steps into a single tutorial, and delivered it in a format I could instantly use. No ads, no searching, no clicking around.<\/p>\n This change is subtle \u2014 but it means that if you\u2019re still optimizing solely for human eyes, you\u2019re risking irrelevance<\/strong>. AI agents don\u2019t browse your blog or evaluate your brand voice; they look for verifiable information and clear, objective reliability. Even a superior product can be overlooked if your content isn\u2019t presented in a way that agents can parse and evaluate.<\/p>\n While Gemini Deep Research is reshaping how product information is discovered and gathered, Google Stream Realtime<\/a>, part of Google AI Studio, is changing the way users learn to <\/strong>use<\/em><\/strong> a product<\/strong>.<\/p>\n Continuing with my experiment to add a chatbot to HubSpot\u2019s website, I tested Stream to see how it would assist me in navigating the setup process. Instead of directing me to a help article, Stream observed my screen, analyzed my actions, and provided real-time, step-by-step guidance.<\/strong> Every recommendation was context-aware, adapting to exactly where I was in the process.<\/p>\n What stood out was that Stream doesn\u2019t just react to inputs \u2014 it anticipates needs. As I navigated the interface, Stream learned how I was interacting with different elements and adjusted its guidance accordingly. This creates a continuous feedback loop where Stream teaches users while learning from their behavior. Onboarding then becomes more efficient and personalized.<\/p>\n Claude AI<\/a>, developed by Anthropic, represents the next step in AI agent capabilities through its Model Context Protocol<\/a> (MCP), which allows the agent to utilize external tools and operate with greater independence.<\/p>\n For example, you can give Claude access to tools like Brave Search<\/a>, productivity apps, or CRMs through secure connections. Once authorized, it can pull reports, generate content, trigger workflows, or even connect data across platforms \u2014 all without the user lifting a finger.<\/p>\n During the experiment, I found it particularly exciting that the agent doesn\u2019t hand off tasks to the user \u2014 it completes them on the user\u2019s behalf<\/strong>. This means your product needs to be accessible by both human users and AI operations.<\/p>\n AI Agents don’t scroll through your website, engage with your ads, or respond to emotional storytelling. Instead, they look for structured information and gather those insights for a human user.<\/p>\n Cutting-edge companies will restructure their approach to marketing so they resonate with AI gatekeepers and get their offerings in front of human decision-makers. If you haven\u2019t begun experimenting with AI agents, it\u2019s time to dive in, or you might just get left behind.<\/p>\n To learn more about how AI agents are reshaping your marketing strategy, check out the full episode<\/a> of Marketing Against the Grain <\/em>below:<\/p>\n![\"Download](\"https:\/\/no-cache.hubspot.com\/cta\/default\/53\/05ea94a6-06a8-47e9-841d-a65a84c72426.png\")
<\/a><\/p>\nWhat are AI agents, and why are they important in marketing?<\/h2>\n
3 Real-World Examples of AI Agents in Marketing<\/h2>\n
1. Gemini Deep Research: the End of Customer Discovery<\/h3>\n
How to Stay Ahead<\/h4>\n
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2. Google Stream Realtime: the AI Onboarding Partner<\/h3>\n
How to Stay Ahead<\/h4>\n
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3. Claude AI: Extending agent capabilities through tool integration<\/h3>\n
How to Stay Ahead<\/h4>\n
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Adapting to Agents<\/h2>\n