The Customer Is No Longer Human
Attention is being replaced by execution.
A roundtable synthesis on agents, attention and economics: what happens to marketing when the buyer is an agent rather than a person, why every brand now writes for two readers with different needs, and what it means when agents get memory, a budget and the right to sign.
The internet's primary metric stops being impressions and becomes outcomes. What gets paid for is task completion, not eyeball-time.
Every brand now writes for two readers. One has a body and a memory. The other has a parser and a budget. They want different things from the same brand, and it has to satisfy both without confusing either.
Targeting that precise doesn't ask for consent, it predicts it. The question is no longer whether agents will know us — it is who they are loyal to when they do.
Give an agent memory, reputation, a budget and the right to sign, and it stops being software and starts being a counterparty. Capitalism was not built for that.
The choice is being made slide by slide, contract by contract, build by build. Nobody is voting on it. We are choosing it.
Read the deep-dive on Substack
The full essay behind this talk — the why and the how, in long form.