Chinese firms pivot marketing strategies to target agentic AI consumer discovery

Chinese brands are shifting from traditional social media marketing to optimizing for agentic AI, which increasingly acts as an autonomous intermediary in consumer decision-making. This transition reflects a broader structural change in e-commerce where AI-driven personal concierges prioritize algorithmic criteria over brand-led advertising. The long-term impact on market share for Chinese exporters remains uncertain as they adapt to these new gatekeepers.