In the age of AI agents, your customer may still buy from you, but they may no longer visit you
By Enrique Dans
Published on April 7, 2026.
The next wave of AI is about acting, with OpenAI's Operator designed to perform tasks on behalf of the user, and Anthropic's Model Context Protocol designed to connect AI assistants directly to the systems where data and tools are stored. This shift from controlling the user's actions to controlling the content of their website, app, and shopping experience. The rise of AI agents could change the role of the interface, with companies like Amazon.
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