The Four AI Agents Reshaping the Buyer Journey
And why marketers need to get to grips with all of them—fast
AI is no longer an add-on to your marketing automation stack—it is the stack. But as adoption ramps up, it’s clear that not all AI agents are created equal. In fact, according to martech expert Scott Brinker, who I follow and is the architect of the Martech Landscape map published each year on the Chief Martech website, there are four distinct types of AI agents now at play in the marketing landscape—each with a different role to play in the customer experience.
At Alldigital Marketing, we believe understanding these roles isn’t just helpful—it’s essential. So here’s a breakdown of the four agent types, how they function, and what they mean for the future of customer experience.
1. Internal AI Agents – Supercharging the Marketing Team
What are they?
These are behind-the-scenes AI tools that work directly with your internal team—marketers, content creators, campaign managers—to automate, scale, and optimise daily tasks.
From writing and repurposing content to forecasting campaign performance and segmenting audiences, these agents are already powering a quiet revolution in productivity and personalisation.
Examples include:
- Generative AI tools (like ChatGPT or Jasper) for content creation
- Predictive analytics engines for lead scoring or churn forecasting
- Smart campaign builders or subject line testers
- Creative AI tools for image, video, or ad generation
Impact on the buyer journey:
Internal AI agents enable you to move faster, target better, and stay consistent across channels—ensuring the right message is delivered at the right time. They reduce manual work, freeing your team to focus on strategy and creativity.
2. Customer-Facing AI Agents – Bots, Guides and Virtual Sales Reps
What are they?
These AI agents interact directly with your customers and prospects. They act as helpful guides, answering queries, providing support, recommending products, or even qualifying leads.
In many cases, these bots act as AI-powered SDRs (Sales Development Reps), ready to engage with users 24/7—at scale.
Examples include:
- Live chat assistants and helpdesk bots
- Conversational product recommendation tools
- AI SDRs that qualify leads via chat or email
- Interactive FAQs or onboarding flows
Impact on the buyer journey:
These agents dominate the discovery and decision-making phases. By offering fast, personalised and relevant responses, they reduce friction and help prospects move forward at their own pace—boosting sales conversion.
And when they’re integrated with CRM or all-in-one platforms? Even better—they become part of a seamless, end-to-end buyer experience.
3. Buyer-Controlled AI Agents – The Rise of the Autonomous Customer
What are they?
This is where things get really interesting. These AI agents aren’t deployed by marketers—they’re controlled by the buyers themselves.
Tools like ChatGPT, AI-powered shopping assistants, or personal digital agents are empowering users to bypass traditional marketing touchpoints. They act on behalf of the customer—researching options, comparing solutions, and even negotiating.
Examples include:
- AI-powered personal shopping or procurement bots
- Search tools like Perplexity.ai or Google’s SGE
- Custom GPTs trained on personal or organisational buying needs
Impact on the buyer journey:
These agents flip the funnel. Your brand is no longer the one driving the narrative—the buyer is in control. Their AI agents decide which products are worth considering. If your content isn’t structured, relevant, or easily found, you simply won’t be surfaced.
For marketers, the challenge is clear: optimise content for machines as well as humans, and create experiences that work for these autonomous agents.
4. Human Change Agents – People-Led Transformation with AI
What are they?
Not every transformation is digital. These “agents” are human marketers, leaders, and strategists who champion the responsible adoption of AI—embedding it into workflows, culture and customer experience.
They're the ones asking the big questions:
- How do we apply AI ethically?
- How do we align it with our brand values?
- How do we upskill our team?
Examples include:
- Marketing ops leaders redesigning processes for AI-first workflows
- CMOs driving AI adoption and data culture
- Agency partners like ourselves, helping businesses implement AI safely and strategically
Impact on the buyer journey:
AI is only as effective as the humans guiding it. Human change agents ensure that automation doesn’t lead to alienation. They help strike the balance between scale and empathy, efficiency and trust—making sure the buyer journey still feels human, even when powered by machines.
Why This Matters: Aligning AI with the Customer Journey
In today’s digital-first world, buyers expect frictionless, relevant and timely experiences. AI agents—internal or external, human or machine—are now critical enablers of that experience.
At Alldigital Marketing, we see the buyer journey as a blend of:
- Self-service moments (empowered by buyer-controlled AI),
- Guided interactions (via customer-facing bots),
- Personalised nurture (crafted by internal AI tools), and
- Strategic oversight (from human leaders and marketers).
Together, these four AI agent types are not just tools—they’re an operating model for modern marketing. To understand the key features and benefits of marketing automation, or to see it in action with an interactive demo, we’re here to help.
Final Word: Don’t Get Left Behind
AI is levelling the playing field—but only for those who are ready to play. The winners will be those who embrace these agents, integrate them meaningfully, and build strategies around them that enhance, not replace, the human touch.
Join a webinar or book a demo today—we’d love to support you.