Map bounded agent activity against human intent and approval.
When AI Agents Enter the Buying Journey
AI agents are entering parts of the buying journey, while people and organizational controls remain accountable. This keynote helps leaders audit whether agents can find, interpret, evaluate, and act on approved information.
Funded, not free. Semrush funds Fernando's research and stage time, so there is no fee to the event. Engagements are selected on audience fit rather than budget. Travel and logistics are discussed once an event is confirmed.
Business decisionChoose the first cross-functional agent-readiness priority
Audience outcomeA five-layer readiness checklist
Research baseFernando's published practitioner framework
AdaptationJourney examples matched to approved audience scenarios
What changes after the session
Audit five layers of agent readiness without invented scores.
Assign the first priority to the team that can actually change it.
A framework the room can use
Valuable for
Enterprise marketing, product, commerce, and digital-strategy leaders.
Framework
Discoverability, Parsability, Token Efficiency, Capability Signaling, and Trust Signals.
Use this after the keynote to
audit whether agents can find the information, extract it efficiently, understand available capabilities, and verify the source.
The room leaves with
A cross-functional readiness checklist and a clear first priority between marketing, product, and technology.
Three decisions, shown clearly
Authentic research material and representative samples show the visual and editorial standard. Final examples are verified and adapted before every event.
How the argument develops
- Place agents inside a bounded buying journey.
- Separate the published framework from interpretation and forecast.
- Run the five-layer audit and assign one owner.
Research foundation
Framework plus a labeled forecast
Framework scope: Fernando's five-layer practitioner framework assesses how AI agents can find, interpret, and evaluate a brand's digital presence. It is not a validated causal model for ranking or agent selection.
Forecast: Gartner predicts that by 2028, 90% of B2B buying will be AI-agent intermediated.
Forecast scope: Gartner, Gartner Unveils Top Predictions for IT Organizations and Users in 2026 and Beyond, published October 21, 2025. Forecast horizon: 2028. Geography and sample are not specified in the press release.
Evidence boundary: This is a forecast, not an observation. Intermediated does not mean agents are the legal buyer or make every final decision; humans and organizational controls remain accountable.
Sources
The practitioner framework and external forecast are labeled separately.
Read the five-layer frameworkRead the Gartner forecast
The right depth for the right room
Best fit
Enterprise leaders coordinating marketing, product, commerce, governance, and technology.
Not designed for
Not autonomous purchasing advocacy, legal advice, or a technical agent-building workshop.
Research built for a live room
Speaker
View speaker profileFernando Angulo
I research how people, and increasingly AI systems, discover, evaluate, and choose brands, then turn that evidence into decisions marketing leaders can defend.
Senior Market Research Manager at Semrush, an Adobe company
Organizer resources
No email is required. The PDF is approximately 2.5 MB and includes approved bios, keynote topics, audience fit, formats and languages, selected appearances, contact details, and press-photo access.
Questions before you shortlist the talk
Does the keynote argue that agents will replace human buyers?
No. It examines bounded agent participation while keeping people and organizational controls accountable for consequential decisions.
How is the session adapted for an event?
The decision, examples, audience seniority, market context, and evidence boundaries are reviewed before delivery. The core research claims remain sourced.
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Share the audience, event, and decision. Fit comes before budget.
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