Over the last year Revere has been sounding the alarm to marketers on the massive disruption from LLMs on search, brand discovery, and ultimately the purchase journey. Platforms like ChatGPT have soared to over 400 million monthly active users, Perplexity is doubling its user base every few months, Google has been rolling out AI Overviews and now has AI Mode in beta, Apple is integrating LLMs into Apple Intelligence, Amazon has deployed Rufus to aid the shopping experience, and Microsoft has put Co-Pilot at the forefront of its entire application suite and ecosystem. We are starting to see the decline of traditional search, ushering in a new period dominated by AI-based search. The impact to marketers of LLMs answering queries with answers and not links can’t be understated.
And now…Revere is sounding another alarm to marketers. We are stepping into the Age of Agents—autonomous entities capable of executing tasks on behalf of users. We have seen the announcements over the last few months of OpenAI’s release of Operator, Anthropic’s introduction of Computer Use, and a plethora of emerging individual agents. It is clear that agents are coming and will have an impact even more disruptive than LLMs.
Last week OpenAI announced AI Agent Tools, the most significant announcement to date. AI Agent Tools have the potential to accelerate the growth of agents and has immediate implications to marketers.
OpenAI’s Agent tools come with three foundational components – Web Search, File Search, and Computer Use. The components—or "engines"— will be utilized by developers to power a multitude of agents. For marketers, think about these tools powering product discovery agents, product purchase agents, and AI travel agents. The list is endless.
In particular, OpenAI's Web Search Agent tool will power agents to perform real-time web searches and retrieve up-to-date information. OpenAI Agent Web Search tool could be the backbone of millions of agents that utilize web search as part of their processes, and will be a core part of not only portraying brand and products to users, but a big input into Agent purchase decisions.
Understanding OpenAI's web search tool is crucial for marketers. Unlike OpenAI’s SearchGPT that relies on external search engines like Bing, this tool utilizes OpenAI's proprietary search , enabling more direct and efficient information retrieval. This shift means that the way brands are represented could and most likely will differ significantly from traditional search or LLM outputs.
At Revere, we have developed the capability to measure brand representation and sentiment for the leading LLMs. Today we have added the capability to measure sentiment and brand representation portrayed by OpenAI’s Agent Web Search tool as well. If you're interested in understanding how your brand is portrayed by OpenAI’s Agent Web Search Agent tool — and by extension, the multitude of agents it will power— look no further than Revere and please contact us and info@revere-ai.com.