TLDR Tech / Marketing
Your product has a new user. It's not human
Agents are becoming the primary “users,” so marketing and product strategy must shift from persuading humans to serving machine evaluation. Products win if they deliver fast, reliable, structured outputs that agents can use, since agents ignore UI, onboarding, and brand and replace tools that underperform. Distribution also flips, so growth depends on being discoverable, well-documented, and easy for agents to integrate rather than driving traffic through ads and funnels. Opening products through protocols like MCP becomes necessary to stay in workflows, but it weakens moats based on friction and forces companies to compete on unique data, integrations, or outputs that cannot be replicated. This shift reduces the value of traditional tactics like landing pages and SEO and increases the importance of performance and accessibility to automated buyers.
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