Demandbase declares the 'B2A' era with three new AI…

At its GO conference in New York on October 20, Demandbase launched AEO, Campaign, and Audience agents aimed at a new audience: the AI assistants researching vendors on buyers' behalf. Gartner projects 90% of B2B buying will run through agents by 2028.

Demandbase shipped three AI agents at its GO conference in New York on October 20, and the lead product isn’t aimed at buyers. It’s aimed at the assistants researching vendors on buyers’ behalf.

The headline agent, AEO, monitors how AI assistants describe and recommend a brand to buying-group members, drawing on more than 342 million contacts across 13 million companies. The company is calling the new category “B2A,” business-to-agent. Campaign Agent ties campaigns to revenue goals; Audience Agent builds segments from ICP, buying-group, and account-activity signals. All three sit on top of Mojo, Demandbase’s existing marketing agent, and are exposed through APIs and the Model Context Protocol.

The number doing the structural work here’s Gartner’s, cited by Demandbase: 90% of B2B buying will be intermediated by AI agents by 2028, representing more than $15 trillion in enterprise spending. If that forecast holds even partially, the shortlist stops being a human artifact.

“Marketing to people isn’t enough anymore because buyers no longer start with a search. They start with an agent. And those agents are deciding which brands get seen and which get overlooked,” said CEO Gabe Rogol in the launch release.

The context around that quote matters. A recent benchmark found roughly eight in ten small businesses are effectively invisible to AI buyers, and protocols like Meta and Sierra’s Personal Agent Protocol are formalizing exactly how agents will reach or skip vendors. On the consumer side, personal AI agents are being blocked at the door. The B2B and B2C timelines are converging.

Demandbase isn’t alone in the plumbing. MartechEdge reported last week that it was named a launch data partner for Salesforce’s Hunter outbound sales agent, piping intelligence into Hunter via MCP ahead of general availability later this year. That’s the quieter half of the story. The visible launch sells pipeline; the partnership sells distribution inside the agent stack that competing sellers will also sit on top of.

The 2028 date is close. Shortlist absence compounds before anyone notices they’ve been cut.

Demandbase declares the 'B2A' era with three new AI agents, led by one that tracks what AI assistants say about your brand

Sources