Your new customer is an AI Agent — and they're already here.
They research, compare, and will increasingly transact on behalf of your human consumers. Our new research spans 3,000 consumers and conversations with leaders, revealing the true scale of this shift: nearly $1 trillion in annual Australian spending is at stake. Is your business ready to compete for it?
of Australians have already used an AI Agent
would trust one to search, compare, and transact on their behalf
would delegate to an Agent if it meant saving money
The Agentic Customer is not a future scenario. It is already here.
This new kind of customer is unlike any organisation has served before. It has near-infinite time and attention, is immune to complexity and choice fatigue, and is driven by objective logic rather than emotion or bias. The sales, marketing, and service models built for human consumers were not designed for this — and they are beginning to show it.
That is the challenge our executive summary confronts head-on. It sets out what the rise of the Agentic Customer means for organisations today, and introduces a framework for responding before competitors do — one built around winning, serving, and retaining a customer that thinks, searches, and decides in fundamentally new ways.
AGENTIC CUSTOMER
Get the full picture on the Agentic Customer
