Source: Search Engine Journal
As AI agents begin to autonomously browse, purchase, and transact across the web, economic incentives are fracturing. Some businesses gain from direct agent relationships while others lose intermediation fees and user attention. The practical question is which current web business models survive the transition. This fragmentation will likely force early consolidation around platforms that can control agent behavior—OpenAI partnerships and Google's position are early examples. Winners will be those who either become the agent themselves or lock in exclusive access to agents, not those betting on agency neutrality.