The short version

Jay Pattisall predicted on February 9, 2026: “Enter the new ABCs of marketing: Business-to-Agent now joins Business-to-Business and Business-to-Consumer to form the future of content creation and consumption.” Verdict: Partially right. AI agents have become a stable and central audience in content creation and consumption, supporting the substantive part of the prediction. However, the framing of B2A as a universally…

Prediction by

Jay Pattisall

On February 9, 2026

“Enter the new ABCs of marketing: Business-to-Agent now joins Business-to-Business and Business-to-Consumer to form the future of content creation and consumption.”

Follow-up

AI agents have become a stable and central audience in content creation and consumption, supporting the substantive part of the prediction. However, the framing of B2A as a universally adopted 'ABC of marketing' is largely confined to thought leadership and analyst circles, rather than widespread industry classification, by mid-2026.

From the High Caliber AI network — see the AI for PR module in the course.