AI agents are evolving from conversational assistants into software that can shop, book travel and complete tasks on users’ behalf. Goldman Sachs says the next challenge is turning those capabilities into a sustainable business. Eric Sheridan, from bank’s technology, media and telecommunications research, described a paradigm shift from a conversational relationship with agents to a more action-oriented one. He expects the mass market to be monetized through advertising and subscriptions in much the same way the web operates today, with premium ad-free plans alongside free, ad-supported versions. AI and machine learning could also make digital advertising more efficient by automating how ads are created, placed and measured. That model will depend on consumers trusting agents with sensitive information such as calendars, passwords and payment credentials. Sheridan framed the rise of consumer-facing, action-oriented agentic commerce as the emergence of the platform layer in AI.
AI agents are evolving from conversational assistants into software that can shop, book travel and complete tasks on users’ behalf. Goldman Sachs says the next challenge is turning those capabilities into a sustainable business. Eric Sheridan, from bank’s technology, media and telecommunications research, described a paradigm shift from a conversational relationship with agents to a more action-oriented one. He expects the mass market to be monetized through advertising and subscriptions in much the same way the web operates today, with premium ad-free plans alongside free, ad-supported versions. AI and machine learning could also make digital advertising more efficient by automating how ads are created, placed and measured. That model will depend on consumers trusting agents with sensitive information such as calendars, passwords and payment credentials. Sheridan framed the rise of consumer-facing, action-oriented agentic commerce as the emergence of the platform layer in AI.