How advertisers use Brand Agents to drive awareness, action, and insight

Most digital ads still work like they did 20 years ago: fixed messages pushed into fixed slots, taking consumers to a fixed destination. Brand Agents flip that model.

They’re AI-powered brand representatives trained on a marketer’s own approved content and expertise. Instead of interrupting consumers, they meet them in the moments when people are exploring, comparing, or deciding, adapting in real time to what’s on the page and what the user wants to know. Unlike personalization or targeting, which adapts who sees a message, Brand Agents adapt what’s being expressed – in real time and in context.

The same unit that helps someone discover your brand can also guide them to take action and tell you what truly matters along the way. 

Advertisers are already using Brand Agents to swiftly deploy ad campaigns that harness the horsepower of AI and deliver panel-level insights. Here’s how you can do the very same today.

1. Help consumers learn

Every marketer knows that the customer journey begins with awareness. It’s important to show up where people are learning about what they want to buy. 

Brand Agents do this by living inside high-context environments like publisher content, retail media pages, and branded experiences. They read the surrounding context, understand the topic, and respond with useful, brand-safe guidance.

For example, a single campaign can flex dynamically based on context: 

• An automaker’s Agent on a vehicle-safety article might highlight its safest models for families, first-time drivers, or commuters, while that same campaign running on a piece about fuel efficiency shifts to feature its hybrid lineup for eco-minded buyers. 
• A fashion brand’s Agent in a style story about capsule wardrobes might showcase minimalist staples for professionals, but on an article about event dressing it adapts to surface bold statement pieces for trend-forward shoppers. 
• A travel brand’s Agent can do the same, tailoring recommendations from family-friendly resorts to solo adventure trips depending on the page context and reader intent, meeting consumers exactly where they are.

Traditional ad targeting ensures your brand gets in front of the right people. Brand Agents do more. They help ensure you’re in front of the right people talking about the right thing someone’s actually interested in at exactly the right moment.

Consumers are already using Brand Agents to learn more about the brands they encounter. Across campaigns, Brand Agents have driven 3–5x higher engagement than traditional digital ad benchmarks.

2. Help people act

When curiosity turns into intent, Brand Agents guide consumers to the right next step: the booking page, product detail, or quote tool that fits their needs.

Because Agents understand both the content environment and the user’s behavior, they can match people to the right path in real time, dynamically curating from thousands of potential SKUs or CTAs to find what fits the moment based on the persona they’re interacting with. 

• While reading a car-buying guide, a shopper interested in safety features might be led directly to explore financing tools or test-drive scheduling for an SUV, while that same campaign on a performance-focused page adapts to emphasize hybrid models with efficiency stats. 
• A reader exploring a fashion feature about capsule wardrobes could be guided by an apparel brand’s Agent to a curated page for versatile workwear staples, while on an article about special occasions it merchandises statement pieces and accessories for trend-driven personas. 
• A traveler researching beach vacations might be routed to family-friendly beachfront properties with flexible dates, while someone browsing solo adventure content sees backpacking itineraries and flight deals — journeys that flex to each persona’s goals and context.

Agents do the job of performance marketing without the clutter of targeting rules or retargeting cookies. They expand reach, simplify creative setup, and move consumers from exploration to conversion seamlessly, all while staying grounded in brand-approved knowledge.

Advertisers running Brand Agent campaigns are seeing as high as double-digit click-through rates, revealing how personalized, adaptive journeys inspire action.

3. Help brands learn from their audiences

Every interaction with a Brand Agent generates structured, intent-rich data. Think of them as a kind of continuous focus group built into your campaign. Advertisers can see not just what people clicked, but what they asked, compared, and cared about most.

For example: 

• A skincare company might find that readers engaging with “build your routine” content want simple product sequences, while those reading ingredient explainers are more focused on formulation strength and sourcing transparency. 
• A bank testing two savings-account Agents may discover that “growth” messaging drives calculator use, while “flexibility” framing increases application starts. 
• A hotel chain comparing emotional tones could learn that “ease and convenience” resonates for short trips, while “authentic experiences” perform better for longer stays.

These insights help brands refine creative, messaging, and even product strategy, closing the loop between media performance and consumer understanding. It’s like running a live research panel inside every campaign.

Why it matters

Brand Agents blend the storytelling power of content with the precision of AI to deliver measurable outcomes across the funnel.

Brand Agents’ core use cases for advertisers are to drive awareness, lead to action, and generate insights.

Ready to see how Brand Agents can help your brand meet consumers where they’re thinking, deciding, and buying? Let’s talk.

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