Buyer-side agents are the real disruption (a sneak preview of our Martech for 2026 report)

Chiefmartec.com's announcement of their upcoming Martech for 2026 report, which highlights buyer-side agents as a major disruption, marks a significant shift in the marketing technology landscape. The report, set to be released on December 2, will provide in-depth insights into the impact of buyer-side agents on the industry. For website owners, this means that they need to be prepared to adapt to the changing dynamics of marketing technology, particularly in regards to how buyers interact with their websites. With buyer-side agents becoming more prevalent, website owners may see changes in traffic patterns, as these agents may be able to automate certain tasks, such as data collection and analysis, on behalf of buyers. This could potentially lead to an increase in AI bot traffic, which website owners need to be able to track and manage effectively. To prepare for this shift, website owners can take several steps: first, review their current AI bot tracking capabilities to ensure they can accurately identify and analyze traffic from buyer-side agents; second, update their llms.txt files to reflect any changes in their marketing technology stack; and third, consider implementing measures to differentiate between human and AI bot traffic, such as using advanced analytics tools or implementing bot-detection scripts.