Definition
What this term means
An autonomous AI system that can plan, execute multi-step tasks, make decisions, and take actions on behalf of a user, such as researching products, comparing options, booking services, or making purchases. Unlike simple chatbots, AI agents can browse the web, use tools, and complete complex workflows with minimal human intervention.
Why it matters
The business impact
AI agents represent the next evolution of AI-driven commerce. As agents increasingly handle product research, vendor selection, and purchasing decisions, they become a critical audience for brand visibility. An AI agent tasked with 'find the best project management tool for a remote team' will evaluate and recommend brands based on the signals it finds, and your brand needs to be optimised for that evaluation.
Used in context
How you might use this term
“An enterprise software company noticed AI agents were being used by procurement teams to shortlist vendors. By structuring their product pages with clear feature comparisons, pricing transparency, and schema markup, they ensured their brand consistently appeared in agent-generated shortlists.”
Related terms
Explore connected concepts
Conversational AI
AI systems designed to engage in natural, human-like dialogue, including chatbots, voice assistants, and AI search interfaces. Conversational AI encompasses everything from simple FAQ bots to sophisticated assistants like ChatGPT, Siri, and Alexa that can understand context, follow multi-turn conversations, and provide personalised recommendations based on user intent.
LLM
A type of artificial intelligence model trained on vast datasets of text to understand, generate, and reason about human language. LLMs power the AI assistants and generative search tools, including ChatGPT, Google Gemini, Claude, and Perplexity, that are rapidly becoming the primary way people discover products, services, and information online.
AIRO
A strategic discipline focused on improving how AI systems recommend, summarise, and rank a brand across generative search platforms. Unlike traditional SEO, which targets search engine rankings, AIRO works to influence the way large language models and AI assistants perceive your brand, shaping what they say about you, when they mention you, and how confidently they recommend you to users.