In a single week, Meta and OpenAI moved to compete for an especially valuable position: the agent that stays with the user, understands context and acts on the user’s behalf.
That changes the distribution problem. When the agent searches, compares and executes, it starts deciding which store, bank, app or provider gets the order. The interface may stop being the final destination of the customer relationship.
Amazon chose to open part of its platform to outside agents. Other retailers are still trying to block them. The contest is becoming not only about who has the best model, but also about who controls the agent that controls demand.