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Anup Oommen
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New marketing reality: Research reveals AI Agents as the new middleman

Anup Oommen
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Bain & Company’s latest study explores the implications of “zero-click” journeys, in which AI summaries compress the decision process. With LLMs increasingly cutting brands out of early buying stages, traditional SEO is no longer enough. Marketers must now optimise for AI agents — not just human buyers — to succeed in the new marketing era.

AI agentsRecent reports show traffic to many company websites has decreased by up to 30 per cent, while traffic from generative AI sources increased by 1,200 per cent between mid-2024 and early 2025.

As large language models (LLMs) increasingly become gatekeepers of the buying journey and disrupt traditional discovery channels, human engagement is becoming correspondingly minimal and AI agents are becoming critical in the marketing funnel, according to the latest report released by Bain & Company.

The marketing landscape is shifting rapidly because buyers are relying more on AI-powered tools for product recommendations, comparisons and research.

Bain & Company’s latest study explores the implications of “zero-click” journeys, in which AI summaries compress the decision process and reduce brands’ opportunities to differentiate or even appear during the buying journey.
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Tags:agentic AIAI intermediatesArtificial IntelligenceBain & CompanyBain and Companybuying journeycomparisonsconsumer journeyconversion ratescustomer journeydifferentiatedigital buyingdiscovery channelsdiscovery pathshuman engagementproduct recommendationsTrafficwebsitezero-click journey
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
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