The New AI 2 AI Era Requires Winning Over the Digital Agent

By the end of 2023, 69% of the global population (5.6 billion people) were subscribed to a mobile service, and 58% were using mobile internet—driving demands for immediacy and personalization. Jesús Cochegrus, in his talk “Digital Evolution and Megatrends,” described these dynamics during Pentafon’s Innovation Day.

Today, we need to capture users’ attention—AI must persuade people. Tomorrow, the challenge will be for our AI to persuade another person’s AI. He drew a parallel with video games: when you move up a level, all the rules are new, with new challenges, obstacles, and rewards—the same will happen with new generations of AI.

A customer who has seen it all

Jesús defines “homo smartphonies” as those who live hyperconnected, saturated with information, and with increasingly fragmented attention. He warned that competition is “just one click away” and that a single communication mistake can devastate a brand if amplified by an influential follower. This environment forces companies to offer agile, flexible, omnichannel, and fully personalized experiences.

AI coaches for every aspect of life

In his presentation, Jesús predicted that soon each person will have specialized AI agents: a fitness coach, a health advisor, a financial planner, and more. These digital entities will learn our habits, preferences, and needs to recommend actions and products with surgical precision.

According to Gartner, “Agentic AI” is the top tech trend for 2025, and these autonomous agents are expected to redefine how complex problems are solved with minimal human intervention. They will be able to analyze environments and make decisions autonomously, marking a radical shift from the current situation.

AI 2 AI communication: the next challenge

The speaker stressed that the future will not only be B2B or B2C, but AI 2 AI. Companies will need to design not just to win over the end user, but also to persuade their AI agent. This will require:

• Open APIs to let external agents interact with corporate systems.
• Conversational interfaces that adapt to each agent’s style.
• Trust and security protocols to ensure coherent and auditable decisions.

Preparing for the automated customer

It is essential to redefine digital strategy—from technology architecture to training teams in intelligent agent governance. Organizations that fail to do so risk being excluded from the decision-making circuits of these agents, losing access to the “customer of tomorrow.”