Companies will soon be reduced to simple chatgpt queries. More than a shock sentence, this is a realistic strategic analysis based on the current and growing state of agentic AI.
Indeed, Capgemini recently reported that 50 % of business leaders planned to implement AI agents this year. In three years, this percentage should increase to 82 %. We head at full speed to a world where IA agents will make decisions for us, for example, by recommending purchases, by authorizing transactions and even determining which companies will be visible, without intervening … These agents are not sensitive to traditional marketing, loyalty campaigns or promotional offers. They are interested in structured data and signal/noise relationships.
What raises a fundamental question: what will happen to identity and confidence when our digital presence will be determined by machines?
From human identity to the probability determined by AI
The identity has always been associated with an interface, whether it is a connection page, a driving license, or even a handshake. This identity interface, managed by humans, is often a key factor in establishing interactions with customers and their long -term loyalty. But with the boom of agentic AI, this interface disappears. Today, identity is no longer turned towards humans, since the interaction will be done with a machine.
Imagine the following scenario: A financial director asks his AI assistant which accounting software the company should use. Instead of researching a dozen websites, the AI agent analyzes structured evaluations, ingests language models, checks confidence metadata and makes an almost instant selection. At a time when leaders are forced to do more with less (and where every minute represents an economy in terms of return on investment), it is understandable that the financial director will trust this recommendation. But the catch is that the software publisher brand has become a weighted probability.
If companies fail to structure and assert their identity in the native environments, they will be poorly represented, invented from scratch or simply ignored. While agentic AI begins to reshape each commercial decision and each interaction with customers, it is necessary to prepare by asking these questions:
What happens when AI bots are manipulated?
Who is responsible when an AI agent chooses a supplier on a erroneous database?
What is ethics when the loyalty of the assistant goes to efficiency?
It is imperative to provide answers to prepare for the advent of agentic AI.
The new AI attack surface? Brand identity
A larger theme is hidden behind these questions: identity. This is no longer defined by what you claim to be, but by the interpretation of the machines. The situation is all the more complex since the machines are intrinsically agnostic as to the intention. In other words, they do not care if you wanted to update the documentation and will certainly not give you the benefit of the doubt. Worse still, these machines can be handled via contradictory data, encouraged by biased intentions and usurped by similar sources, which makes inventions, extrapolations and errors far too likely.
On this new attack surface fueled by AI against brand identity, the winners will not be those who will cry the strongest, but those who will be readable by the machines, structured and verifiable. The representation of the truth, authority and authorization between autonomous agents will be more crucial than ever, not only for customers and brands, but also for society as a whole.
Identity, new moral infrastructure
Identity has always relied on confidence and ethics. We are inclined to trust what we hear, see and read. But today, AI has completely changed this confidence and, therefore, ethics is also questioned. If an AI agent makes a decision that causes damage, which is to be blamed? The prompt? The model? The human who is behind? The data he ingested?
We are entering an era where intention is synthetic, automated action and blurred consequences. Our human approach and our existing systems are not designed for this. We need a new level of ethical mediation that is the very heart of digital identity.
What we can do now
The first step to take the turn of agentic AI is education and awareness. It is important to understand how consumers make their decisions and how a brand appears – or not – in LLM (Large Language Model) research.
Once the general awareness has been established, companies will be able to take a number of immediate measures to prepare for events. Here are our recommendations:
Provision AI agents like any other user. Even these machines need identities, references and rules. This treatment will also be useful when setting up an ethical mediation.
Monitor their behavior permanently. The risk is not static and confidence either. Permanently monitor user behavior – whether human or not – in order to identify any unusual behavior.
Integrate the revocation in the stack: when an AI agent becomes uncontrollable, disconnect it. Log it before it is too late.
Structure the identity of the machines. Human readability is not enough. You need a layer of metadata.
To audit each decision. If an agent acts, the trace must be visible, explainable and reversible. Treat the decisions of agents as you would for human actions.
Identity is no longer just a connection question. It is now a question of knowing who acts, in the name of whom and with what authority. We are at the dawn of a major transformation of digital identity, and power can remain in the hands of humans if the necessary precautions are put in place.
We must act now to maintain confidence which, in the AI era, will be our most precious asset.
