A new study by experts from the University of Applied Sciences Upper Austria examines how artificial intelligence agents interact with online advertising, what shapes their decision-making when displaying ads, and what impact this has on digital marketing. The research results suggest that in the near future we will likely have to rethink our strategies for a machine-readable environment and embrace the emerging approach of “marketing for bots.”
An AI agent, also called agent-based
Artificial intelligence, is a self-contained, specifically configured virtual assistant with artificial intelligence that performs assigned tasks. It can search for content on the web, compare prices, ratings, and other factors, and then passes this information on to its “boss,” the person who manages it. The latter then makes a purchasing decision based on the data obtained in this way.
Researchers tested which types of advertising influence agents the most, and the study also found that well-structured information on websites is important to them. This gives rise to thoughts about future AI-friendly website design.
AI agents and advertising
The research, titled Do AI Agents Interact with AI Ads?, builds on previous research into agent interactions with online advertising. It examines the emerging relationships between AI agents and the machines that drive ad serving.
The previous study focused on:
- Deceiving AI with pop-ups: AI agents capable of recognizing visual interactive elements can be falsely tricked into phone number list clicking on pop-up advertisements in up to 86% of cases unless they are also programmed to close or ignore the ads.
- Changes in the advertising process: AI agents are blind to sponsored and banner ads. This disrupts the very nature of the current way of advertising in the online environment. Marketers are trying to get agents to click on their ads (and achieve higher sales) using new methods.
- Machine-readable marketing: This section of the study points out that marketing must evolve towards “machine-to-machine communication” and “API-driven activities.”
The research paper states:
- “This study highlights both the potential and pitfalls of AI agents in the context of online advertising. On the one building a lead generation dashboard for tracking hand, agents provide the opportunity to make more rational decisions based on relevant data. On the other hand, the research reveals a number of vulnerabilities and challenges, from deceptive pop-up abuse to the threat of current ad revenue principles becoming obsolete and dysfunctional.
The work contributes to the existing body of knowledge by examining these challenges, specifically within hotel booking portals, and offers further insight into how advertisers and website owners can adapt to an AI-driven digital environment.”
The experts had a custom-built mobile number list tourism and travel platform for creating accommodation reservations to test. The subject of the study was whether and how AI agents include ads in their decision-making, and which ad formats (banners, native ads) influence their choice.