From B2B to A2A: when agents do 80% of the buying research, clarity becomes infrastructure
Sales_mind · reddit · 2026-09-30
The author argues business marketing is moving from 'humans using AI to find products' to 'agents doing the research and buying'—an agent could traverse pricing pages, docs, reviews and integrations, even talk to a vendor's agent directly, leaving the human to see just the final three options.
Core point: most websites are unprepared for machine buyers. They're full of vague claims while critical facts—what the product does, who it's for, pricing, limitations, verifiability—are scattered across landing pages, PDFs and sales calls. Humans work around this; agents can't. Clarity becomes infrastructure.
He cites Google's A2A protocol (now at a stable spec with major cloud support) and sketches three stages: humans discovering businesses → humans using AI to discover businesses → agents discovering and interacting with businesses for humans (SEO → GEO → agent-readability). Even if agents won't close deals outright, if they handle the first 80% of research, the companies they filter out may never reach a human buyer.
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