AI Agents Race to Become the Next Digital Gatekeepers

Artificial intelligence agents are emerging as the next major opportunity in the technology industry. Similar to how the iPhone transformed mobile internet access, AI agents could reshape the way people interact with the digital world by carrying out tasks on their behalf. Companies including Meta, OpenAI, Microsoft, Apple and Google are developing assistants with varying levels of autonomy, while several start-ups are also entering the race. However, there is still no clear agreement on what the most successful model will look like.

The companies are pursuing different strategies based partly on their business models. Meta’s Muse is designed to help users with everyday tasks and could strengthen its position in online shopping and advertising, although restrictions imposed by many websites remain a challenge. OpenAI’s dots, by contrast, is positioned more towards complex professional tasks and is initially aimed at higher-priced subscribers. Microsoft and Google are also expanding their AI assistants’ capabilities. The biggest challenge for all of them will be earning users’ trust and encouraging people to adopt new digital habits. Whether consumers ultimately prefer one all-purpose agent or several specialised assistants remains an open question, with major implications for competition and control over digital services.