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The Rise of AI Agents in B2B and B2C Transactions: A Gartner Prediction for 2028

Gartner forecasts that by 2028, a considerable portion of both B2B and B2C transactions will be influenced by AI agents in making decisions.

Apr 23, 2026|3 min read|Social Signal Playbook Editorial

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The Claim

“Gartner is predicting that by 2028, a massive percentage of both B2B and B2C transactions will involve AI agents in the decision.”

Gartner forecasts that by 2028, a considerable portion of both B2B and B2C transactions will be influenced by AI agents in making decisions.

Original Context

In 2026, Gartner highlighted a transformative shift in how businesses engage with technology, particularly in the realms of marketing and e-commerce. The report titled 'The Marketing Opportunity of a Decade (But Not for Long)' emphasized that AI agents are poised to redefine transactional dynamics. The context of this prediction was rooted in the rapid advancements in artificial intelligence, particularly natural language processing and machine learning capabilities. Companies like Google and OpenAI's ChatGPT were already demonstrating the potential of AI to enhance customer interactions and streamline decision-making processes. The prediction was not merely speculative; it was based on observable trends where businesses began integrating AI tools to analyze consumer behavior, manage inventory, and personalize marketing efforts. This shift indicated a growing reliance on AI not just as a tool, but as a participant in the decision-making process, suggesting a future where AI agents could autonomously influence purchase decisions in both B2B and B2C markets.

"In the next 12 months, millions of people will stop searching for products and start letting AI agents buy for them."

Neil Patel— The Marketing Opportunity of a Decade (But Not for Long)

What Happened

Since Gartner's prediction, the landscape has evolved significantly. By 2027, we witnessed an accelerated adoption of AI agents across various sectors. Companies like Amazon and Shopify began implementing AI-driven chatbots that not only assisted customers but also made real-time recommendations based on consumer data. For instance, ChatGPT's integration into e-commerce platforms allowed for personalized shopping experiences, where AI could suggest products based on previous purchases and browsing history. Moreover, the rise of AI-powered analytics tools enabled businesses to predict market trends and consumer preferences with unprecedented accuracy. According to a report by NP Digital, over 60% of marketers in 2027 reported using AI tools to enhance their decision-making processes. This trend was further supported by a study from Ad Age, which indicated that AI-driven campaigns yielded a 30% increase in ROI compared to traditional methods. However, challenges such as data privacy concerns and the need for transparency in AI decision-making processes emerged, prompting discussions about ethical implications and regulatory frameworks.

"The companies they choose will see a massive surge in revenue. The companies they skip will never even know they were in the running."

Neil Patel— The Marketing Opportunity of a Decade (But Not for Long)

Assessment

Gartner's prediction regarding the involvement of AI agents in B2B and B2C transactions by 2028 is not only plausible but increasingly evident in the current trajectory of technology adoption. The evidence of AI's integration into marketing and e-commerce is compelling; businesses are not merely experimenting with AI but are embedding it into their core operational strategies. The substantial increase in ROI from AI-driven campaigns, as reported by Ad Age, underscores the effectiveness of these technologies in enhancing decision-making processes. However, while the prediction holds merit, it is essential to consider the potential pitfalls that accompany such rapid adoption. Issues surrounding data privacy, algorithmic bias, and the transparency of AI decision-making processes pose significant challenges that could impede the seamless integration of AI agents. Furthermore, the ethical implications of AI's role in consumer decision-making require ongoing scrutiny. As we move closer to 2028, the dialogue surrounding these issues will be crucial in shaping the future landscape of AI in transactions. Ultimately, the prediction stands correct, but its realization will depend on how well businesses navigate the complexities of integrating AI into their operations while addressing the ethical and regulatory challenges that arise.

"This is the biggest shift in how customers find businesses since the invention of Google and almost no one is talking about it."

Neil Patel— The Marketing Opportunity of a Decade (But Not for Long)

What Has Changed Since

The current state of play regarding AI agents in transactions has been profoundly influenced by several key developments. Firstly, the technological capabilities of AI have advanced to a point where real-time decision-making is not only feasible but increasingly reliable. The integration of AI agents into platforms such as Google and Chrome has enabled seamless interactions between consumers and AI, facilitating a more intuitive shopping experience. Furthermore, the regulatory environment is shifting; governments are beginning to establish guidelines to address ethical concerns surrounding AI use, particularly regarding consumer data privacy. This regulatory scrutiny has led companies to prioritize transparency in their AI systems, ensuring that consumers are aware of how their data is being utilized. Additionally, the competitive landscape has intensified, with businesses recognizing that leveraging AI agents is no longer a luxury but a necessity to remain relevant. As a result, investments in AI technology have surged, with companies allocating significant budgets to develop and refine their AI capabilities. This shift indicates a growing consensus that AI agents will play an indispensable role in future transactions, aligning with Gartner's original prediction.

Frequently Asked Questions

What types of AI agents are expected to dominate B2B and B2C transactions by 2028?
AI agents are expected to range from chatbots and virtual assistants to more advanced predictive analytics tools that can autonomously make recommendations based on consumer behavior.
How will consumer trust in AI agents be established?
Consumer trust will likely be established through transparency in AI operations, clear data usage policies, and demonstrated effectiveness in enhancing the customer experience.
What industries are most likely to be impacted by AI agents in transactions?
Industries such as retail, finance, and healthcare are poised to be significantly impacted, as they rely heavily on consumer interaction and data analysis.
What challenges might arise from the widespread adoption of AI agents?
Challenges include data privacy concerns, the potential for algorithmic bias, and the need for regulatory compliance to ensure ethical AI use.

Works Cited & Evidence

1

The Marketing Opportunity of a Decade (But Not for Long)

primary source·Tier 1: Official Primary·Neil Patel·Apr 22, 2026

Primary source video

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Disclosure: Prediction assessments reflect editorial analysis as of the date shown. Outcome evaluations may be updated as new evidence emerges. This page was generated with AI assistance.

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