Source: Implications, by Scott Belsky
Companies have historically captured value by exploiting consumer inertia—the friction, defaults, and confusion that kept people passive. As AI agents become trusted intermediaries that actively shop, negotiate, and decide on consumers' behalf, this advantage erodes. Vendors must compete on actual merit rather than sticky UX or switching costs. Brands that relied on behavioral capture lose pricing power. Transparent agent-mediated markets reward genuine product superiority and fair pricing.