Series · 9 posts
Agents in the Funnel
Software agents now read the proposal before the media buyer does, and the cold email before the prospect. These posts track where agents sit in the funnel and what that changes for whoever is selling.
- 01Your next big customer is a shopping agent that doesn't care about your brand.By 2030, NielsenIQ expects about half of online shoppers to hand routine buying to an AI agent, and pegs the U.S. agentic-commerce prize near a trillion dollars. Google's… Jun 9, 2026 6 min
- 02Google's agent now shops with your customer's saved passwordsOn July 30 Google gave Gemini Spark the keys to desktop Chrome: it browses through the user's logged-in accounts, signs in with saved passwords, and stops only at payment… Aug 4, 2026 6 min
- 03Your next ad's landing page is a conversation somebody has to staffOpenAI is testing a ChatGPT ad where the click opens a conversation with the advertiser's own AI agent instead of loading a website. Amazon already published the proof it… Aug 4, 2026 6 min
- 04OpenAI's fine print makes every Sponsored Agent reply your ad claim, and nobody gets to approve it firstOpenAI's Ad Tools Terms treat anything a Sponsored Agent says as the advertiser's ad claim, even when OpenAI builds the agent. U.S. law requires proof for a claim before… Sep 22, 2026 5 min
- 05Media buyers read 10 to 20 proposals per campaign. The IAB wants an agent to read all of them.IAB Tech Lab's OpenProposal turns an RFP response into a machine-readable object a buying agent can compare against hundreds of others. Tech Lab says buyers read 10 to 20… Sep 25, 2026 4 min
- 06Your cold email now has a first reader with its own browserOpenAI's new dots are always-on agents with their own browser and 4,000 connected apps, and Instinct just raised $1 billion for another one. Nobody has said how they trea… Sep 29, 2026 4 min
- 07Meta sells the ad, runs the conversation it starts, and now sells the agent that closes the saleMeta's Business Agent qualifies leads and closes sales inside WhatsApp, Messenger and Instagram threads, and over a million businesses already use it. For a small busines… Sep 29, 2026 4 min
- 08Salesforce paid $5.66 billion to reach your customers at the right moment. It also listed their AI agents as a channel.Salesforce paid $5.66 billion for the best right-moment engine in marketing, and its own exec listed the customer's AI agent as a channel. An agent doesn't have a right m… Oct 20, 2026 4 min
- 09An agent can buy a host-read ad under the IAB's new standard. Nothing in it says what the host has to say.IAB Tech Lab's OpenProposal draft lets an AI agent commit budget to a host-read audio spot, but the format registry it relies on has no audio entries, so nothing in the b… Nov 3, 2026 5 min
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