---
id: "entity-kartik-hosanagar"
type: "entity"
entityType: "person"
canonicalName: "Kartik Hosanagar"
aliases: ["Kartik", "Hosanagar"]
source_timestamps: ["¶5", "§ Meet Your New Customer: The AI Agent", "§ Decades of Marketing Science Built for a Different Customer", "§ The Technology Stack That Makes Agents Real Buyers", "§ What Comes Next: Competing for an AI Customer's Preference"]
tags: ["author", "academic", "wharton", "ai-strategy"]
related: ["concept-agentic-commerce", "concept-bnn-vs-ann", "framework-agentic-tech-stack", "quote-new-type-of-customer"]
speakers: ["Kartik Hosanagar"]
sources: ["geo"]
isSpeakerEntity: true
---
## Segment 3 — geo

## Article 5 — a005

# Kartik Hosanagar

**Profile.** Kartik Hosanagar is a professor at **The Wharton School (University of Pennsylvania)** and an entrepreneur specializing in **algorithmic decision-making, digital platforms, and artificial intelligence**. He is the sole author and cited voice of the source article, *"How Do You Market to an AI Customer?"* (Harvard Business Review, June 2026). *(Canonical: Wharton faculty page / personal site; biographical detail per general knowledge and the enrichment overlay.)*

**Role in this source.** Sole author/analyst. He frames the entire thesis, defines the concepts, makes the claims, and poses the open questions. He writes as a strategist advising marketers and retailers on how commerce is restructuring around AI buyers.

**Attributed contributions in this vault:**
- **Thesis & reframe:** [[concept-agentic-commerce-d5]], [[contrarian-ai-is-not-a-channel]], quote [[quote-new-type-of-customer]].
- **Buyer taxonomy:** [[concept-ai-assistant-vs-shopping-agent]], [[concept-human-present-mode]], quote [[quote-human-approver]].
- **Persuasion-science argument:** [[concept-bnn-vs-ann]], [[claim-persuasion-science-gap]], quote [[quote-ann-new-species]], [[concept-ai-engine-optimization]], [[contrarian-visibility-vs-persuasion]].
- **Infrastructure:** [[framework-agentic-tech-stack]], [[concept-commerce-protocols]].
- **Strategy claims:** [[claim-autonomous-checkout-difficulty]], [[claim-ai-as-gatekeeper]], [[claim-checkout-belongs-to-retailer]].
- **Actions & questions:** [[action-structure-machine-readable-data]], [[action-develop-ai-persuasion]], [[action-retain-checkout-loop]], [[question-web-analytics-replacement]], [[question-customer-loyalty-definition]], [[question-google-in-chat-checkout]].