Developers may be allergic to marketing, but the AI agents increasingly helping them choose tools and build software still need to find the right product, and use it successfully. Frontier models such as GPT‑6 Astra and Claude Opus 5.5 are accelerating this shift: agents can move from a developer’s request to research, code, and action, following the clearest path to a useful solution. That makes developer marketing more consequential, not less. Positioning and discoverability help agents identify when a product fits; trusted documentation, examples, and enablement help them use it. We’ll look at how developer marketers can understand where agents are changing the developer journey - and how stronger positioning and technical resources can help agents connect developers with the right product and get them started.