AI & Agents

Advertising has always assumed a human on the other end — someone to be persuaded, someone to click. That assumption is breaking. What happens to commercial infrastructure when the audience is a machine?

Most chatbots deployed on product websites have the same problem: they answer questions that aren't being asked, and deflect the ones that are. The fix isn't a better model. It's better training content.

As AI agents begin to act autonomously on behalf of users — browsing, purchasing, negotiating — the infrastructure beneath commerce needs to be rethought from first principles.