It’s the biggest shift since mobile

In partnership with

Remember when "zero-click search" felt threatening?

This week, we saw the building blocks for something way bigger:
Agents that don’t just answer. They act, create, buy, and orchestrate.

• OpenAI wired tool-use straight into the Responses API

• Claude 4 is running multi-step operations without supervision

• And Google? They handed Gemini the keys to your Calendar, Gmail, Docs, and more

A few weeks ago, I got a surprise DM:

No backstory. No lead-up. Just boom. Quick cameo.
Last week week, on screen at the biggest AI event in the world.
Thank you to team Google 🙏

But also: fitting.
Because what we’re witnessing right now is the most important shift in consumer platforms since mobile and I’ve been shouting about it for months.

Translation: 

The funnel is disappearing.

An autonomous agent now handles awareness → decision → checkout in one uninterrupted code path.

If your brand isn't the first endpoint that agent hits, you don't exist.

Spot me at 1:26 below

The early signals are everywhere. 

• 63% of Gen Z shoppers are ready for agents to shop on their behalf, and

• 39% already use AI for product discovery (Salesforce).

• Holiday chatbot traffic increased 13X year-over-year (Adobe).

• 75% of retailers say agents will be essential by 2026 (Salesforce Connected Shoppers Report).

• Perplexity's "Buy with Pro" launched in November as the first major implementation, and the infrastructure is accelerating fast.

Below is your playbook to make sure you don’t get left behind. 👇