The marketing dynamic is shifting from influencing human emotions to communicating clear, machine-readable value to consumers' personal AI agents, which will increasingly handle purchasing.

In the near future, AI agents will automatically reorder everyday products based on a user's established brand loyalty. This makes brand affinity more valuable than ever, as competitors will need to create extreme relevance to compel a user to manually override their AI's purchasing habits.

By integrating shopping into ChatGPT, OpenAI can become a massive e-commerce engine. With a potential take rate of 15-30%, similar to Amazon or Meta, capturing just 20% of the $1.2T U.S. e-commerce market would generate tens of billions in new, high-margin revenue.

OpenAI's path to profitability isn't just selling subscriptions. The strategy is to create a "team of helpers" within ChatGPT to replace expensive human services. The bet is that users will pay significantly for an AI that can act as their personal shopper, travel agent, and financial advisor, unlocking massive new markets.

The evolution of personalization won't just be one-to-one marketing to a person, but marketing to their AI agent. Brands must learn how to provide data signals and recommendations that influence an AI's choices on behalf of its user, a paradigm shift from traditional consumer engagement models.

Unlike competitors who would struggle to introduce ads into AI chat, Meta's user base is already accustomed to ads in their feeds. This gives Meta a unique advantage to monetize a proactive consumer AI agent that can surface sponsored suggestions for shopping or travel without creating user friction.

The dominant per-user-per-month SaaS business model is becoming obsolete for AI-native companies. The new standard is consumption or outcome-based pricing. Customers will pay for the specific task an AI completes or the value it generates, not for a seat license, fundamentally changing how software is sold.

Meta's purchase of AI agent startup Manus is a strategic move to own the next consumer interface. The goal is to position Meta's platforms, like WhatsApp, as the starting point for a new interaction model where users deploy agents for e-commerce and other tasks, bypassing traditional apps.

The long-term monetization model for consumer LLMs is unlikely to be paid subscriptions. Instead, the market will probably shift toward free, ad- and commerce-supported models. OpenAI's challenge is to build these complex new revenue streams before its current subscription growth inevitably slows.