# How to win business when AI agents compare on behalf of the customer

> AI agents and bots search, compare, and in some cases even buy and make decisions for their users. This will become the standard, and you need to adapt to avoid losing business. It changes the entire B2B process because 

Human view: https://hasty.se/en/insikter/sa-vinner-du-affarer-nar-ai-agenter-jamfor-at-kunden
Agent view: https://hasty.se/en/insikter/sa-vinner-du-affarer-nar-ai-agenter-jamfor-at-kunden.md

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Publicerad: 2025-09-08T08:14:00

<h3 class="wp-block-heading">AI agents and bots search, compare, and in some cases even buy and make decisions for their users. This will become the standard, and you need to adapt to avoid losing business. It changes the entire B2B process because the first contact is increasingly occurring via an agent instead of a human.</h3>

<p class="wp-block-paragraph"><strong>Insights</strong></p>

<ul class="wp-block-list">
<li>AI agents from providers like OpenAI, Perplexity, Google, and Deepseek are changing how customers discover new solutions</li>

<li>When agents compare your product with competitors, clarity and machine-readability are required</li>

<li>Content needs to be structured so that language models understand value, price, and limitations</li>

<li>Measurement is no longer just about clicks, but about visibility in the agents' responses</li>

<li>An external sprint team can quickly package pages that are AI-ready and test them against real agent prompts</li>
</ul>

<p class="wp-block-paragraph"><strong>What happens when agents analyze your content</strong></p>

<p class="wp-block-paragraph">AI agents act as the buyer's assistant. Previously, a marketing manager Googled for agencies or solutions. Now, they ask the agent, which takes over the task. The same applies to your target audience. The agent retrieves information from multiple sources, compares alternatives, and in some cases can even place an order. This means you no longer get the first contact with a human, but with a bot.</p>

<p class="wp-block-paragraph"><strong>This affects three areas:</strong></p>

<ol start="1" class="wp-block-list">
<li>How you are discovered</li>

<li>How you are compared to competitors</li>

<li>How quickly you are dismissed if your information is unclear</li>

<li>How you have indexed and structured your content for LLM (AI)</li>

<li>How you have optimized your SEO with a focus on AI</li>
</ol>

<p class="wp-block-paragraph"><strong>Make your content machine-readable</strong></p>

<p class="wp-block-paragraph">A language model needs clear signals to understand your offering. Imagine you are writing for a smart but impatient reader who only absorbs what is structured and concrete.</p>

<p class="wp-block-paragraph">Focus on the following:</p>

<ul class="wp-block-list">
<li>Create separate LLM.txt files that explain your offering directly and simply</li>

<li>Publish product sheets and datasheets in open formats that are easy to cite</li>

<li>Describe pricing logic clearly so the agent doesn't have to guess</li>

<li>Use plain language and avoid fluff and buzzwords</li>

<li>Disclose what is included and not included in your offers</li>

<li>Describe compatibility and integrations in a standardized way</li>
</ul>

<p class="wp-block-paragraph">The more structured you present your offer, the greater the chance the agent will highlight you as an alternative.</p>

<p class="wp-block-paragraph"><strong>Traceability and control</strong></p>

<p class="wp-block-paragraph">When traffic no longer lands on your website, you must measure in other ways. Some examples include:</p>

<ul class="wp-block-list">
<li>How often your brand or product is mentioned in the agents' responses</li>

<li>What phrasing is used when competitors are described</li>

<li>How often your datasheets or product sheets are cited in external summaries</li>
</ul>

<p class="wp-block-paragraph">This is a new form of SEO where the goal is not clicks but visibility in answers.</p>

<p class="wp-block-paragraph">We help companies package product pages and solution pages so they are ready for AI agents. Full-scale or subtle. We help design the strategies, the implementation plan, and technical assurance. We test them against real agent prompts and analyze if you are highlighted among the answers, as well as how and what is being highlighted. When you appear there, you can be sure that the next generation of buyers will find you too.</p>

<p class="wp-block-paragraph"><strong>Common mistakes</strong></p>

<ul class="wp-block-list">
<li>Writing only for humans and forgetting that machines interpret first</li>

<li>Not writing for both humans and machines</li>

<li>Having unclear pricing logic, causing the agent to deselect you</li>

<li>Failing to structure product and service descriptions</li>

<li>Only measuring web traffic and missing visibility in agent responses</li>

<li>Making data-friendly decisions that have a real impact on your business</li>
</ul>

<p class="wp-block-paragraph"><strong>Summary and conclusion</strong></p>

<p class="wp-block-paragraph">When the buyer is a bot, new rules apply. To be chosen, your content needs to be machine-readable, with clear pricing logic, distinct boundaries, and standardized compatibility. You also need new ways to measure when the impact is no longer visible in web analytics. Companies that adapt early will become the first choice in a world where AI agents handle everything from search and comparison to purchase.</p>

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