In 2030, there will be a new type of brand management that focuses on a clear, non-negotiable brand core and deliberately aims to optimize the interaction between AI agents and AI assistants.
Personal AI assistants are already changing the way people interact with brands today. They research, compare, recommend, and make purchases on behalf of their users. By 2030, they will become constant companions in everyday life, taking on more and more tasks. The new trend report “Marketing 2030 – How We Convince Humans and Machines” by SYZYGY and diffferent shows what this means for companies and their brand communication.
Key findings: In 2030, the relationship between people and brands will look fundamentally different.
Personal AI assistants, acting like agents, will handle searches, filter information, and make recommendations — becoming the gatekeepers between people and brands. In this new reality, simply publishing content will no longer be enough for a brand to remain visible. What matters is preparing content in such a way that AI systems can detect, understand, and classify it as trustworthy. This is where Generative Engine Optimization (GEO) comes into play.
But visibility alone is not enough. In the future, brands will need their own digital agents that actively interact with their customers’ personal assistants and provide brand-consistent information. These Branded AI Agents ensure consistency, relevance, and timeliness in all interactions, creating an entirely new form of brand experience — the so-called Agentic Experience (AX).
At the same time, one thing remains unchanged: the brand core. Even in a world of hyper-personalization, it must not be diluted. Only if tone, attitude, and values remain consistent across all channels can brands be recognized and remembered equally by humans and AI systems.
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AI changes everything. Not someday. Now. Brands must set the course today to remain visible and relevant tomorrow in an AI-driven world.
The full trend report “Marketing 2030 – How We Convince Humans and Machines” by SYZYGY and diffferent is available for download here (in German language):
