NEW BOOK • 2026
Agents
& Humans
How to build brands and drive demand in the new world of Business to Agent marketing (B2A).
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From the founder whose work has served
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Every CEO and CMO I know is asking what AI means for their brand… Agents & Humans doesn’t just explain the shift, it shows leaders how to flourish in the age of AI.
The Insight
The biggest shift in marketing since marketing was invented.
From the time when products were invented, marketers always cared about one thing: "What do people think about my product?” That world has changed. Every brand now has two audiences: People, and AI Agents, who find, research, and recommend products for people.
This isn't just a new behavior, it’s a new audience. And every marketer must now learn to build one unified brand that resonates with both Agents and Humans. This is the biggest foundational shift in marketing in a century. Welcome to the new world of Business to Agent marketing (B2A).
Business to Agent marketing (B2A) is the practice of marketing to the AI agents that are discovering, evaluating and recommending on behalf of humans. It is a subset of B2B and B2C.
This isn't just a new behavior, it’s a new audience. And every marketer must now learn to build one unified brand that resonates with both Agents and Humans. This is the biggest foundational shift in marketing in a century. Welcome to the new world of Business to Agent marketing (B2A).
Business to Agent marketing (B2A) is the practice of marketing to the AI agents that are discovering, evaluating and recommending on behalf of humans. It is a subset of B2B and B2C.
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who this is for
Written for the people
who have to lead the change.
CEOs and Founders
This isn't a marketing issue. It's a revenue issue.
Your first sales call is happening inside ChatGPT. AI agents are bypassing your marketing. Fund the shift, or watch AI recommend your competitors.
CMOs and Marketing Teams
Two audiences. One brand. One budget.
You now have to reconcile human advertising with agent marketing. This requires understanding Agent Human Alignment and Agent Human Ratios.
Agency Strategists & Creatives
The old rules doesn’t work. Create new ones.
Building one unified brand is now more important than ever. And there’s never been a better time to come up great brand ideas and creative platforms.
93%
of AI searches end without a single click to a website.
71%
of B2B buyers now rely on AI agents to run their research.
4.4x
more likely to convert from AI search than organic search.
$3-5T
of global commerce agents could mediate by 2030 (McKinsey).
Agent Human Alignment may prove to be one of the defining marketing concepts of the AI era. Stuart D’Rozario’s vision is clear-eyed and sobering.
AI Visibility
(The Battle)
(The Battle)
Presence, Authority, Accuracy, Readiness. Four pillars that decide whether AI agents surface you at all.
Four proprietary frameworks that change how you work
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Agent Human Alignment
(The War)
New frameworks for a world with
two audiences running in parallel.
01
BRAND Strategy
The Brand AHA
Agent Human Alignment: one single-minded brand idea that works for both species across four territories.
02
Media & BUDGET ALLOCATION
Agent Human Ratios
Nine factors that set the right split between human advertising and agent marketing spend.
03
CAMPAIGN brief
The 11-Box
The campaign brief reimagined so every campaign impacts both Agents and Humans.
04
creative
The Four Territories
Product, Cultural, Intellectual, Authority — the ground a modern creative platform has to cover.
The frameworks are in the book
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From the founder whose work has served
the book
14 chapters. One clear playbook.
—
Preface
Simple, light, detailed and specific — why now is the moment.
01
A New World
A new customer you have to cater to — and it isn't human.
02
A Few Clarifications on AI Terminology
A clear, jargon-free primer on AI, LLMs and agents.
03
The Age of AI and AI Agents
The scale of the shift: $1T moving from Google to ChatGPT.
04
The Era of Business to Agent Marketing (B2A)
Marketing to two audiences at once.
05
Winning the Battle — AI Visibility
The four pillars of showing up in AI search.
06
Winning the War
Rethinking brand, media and creative from the ground up
07
Understanding Agents
How agents think, trust and decide — unlike humans.
08
The Four New Pillars for Media Budget Allocation
Splitting budget across Human and Agent investment.
09
Strategy: Agent Human Alignment (The Brand AHA)
One single-minded brand both audiences believe.
10
What Makes a Great Creative Platform Today
The Brand Creative Platform and the four territories.
11
An Action Plan for CEOs & CMOs
Concrete moves for leadership teams.
12
Embracing AI
A rallying call for marketers in the Agentic Era.
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Epilogue
A personal story about creating this book.
THE PLAYBOOK
Available now.
Read it this weekend.
The first strategic playbook for marketing to Agents and Humans.
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