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.

The internet was designed for human interaction, actively discouraging bots. The next evolution will reverse this, with AI agents becoming the primary users. This requires re-architecting everything from user interfaces to business models, with crypto likely serving as the native payment rail for these autonomous agents.

Generative AI primarily changes an app's user interface, but agentic AI can bypass UIs entirely to complete tasks. This makes transaction-fulfillment apps, which constitute a huge portion of the market, vulnerable to being replaced by agents that act directly on a user's behalf.

Meta is likely acquiring Manus to pair its AI agent technology with its open-source models for on-premise enterprise deployments. This signals a strategic expansion into enterprise tooling, moving beyond its core social media business and leveraging its existing open-source leadership.

The end state for enterprise AI is a unified, conversational agent serving as the primary interface for a brand. This "digital concierge" will handle sales, support, and other interactions, potentially replacing websites and mobile apps as the main customer touchpoint.

Meta is launching a native AI toolkit allowing businesses to create personalized, 24/7 customer support and sales agents within WhatsApp, Messenger, and Facebook/Instagram ads. This tool, offered free for ads, aims to streamline the sales process and reduce dependency on third-party integration tools for customer engagement.

Instead of helping users draft messages, the true evolution of communication is AI agents negotiating tasks like scheduling meetings directly with other agents. This bypasses the need for manual back-and-forth in apps like iMessage.

The next phase of AI will involve autonomous agents communicating and transacting with each other online. This requires a strategic shift in marketing, sales, and e-commerce away from purely human-centric interaction models toward agent-to-agent commerce.

Meta is publicly framing its acquisition of the AI agent startup Manus as an enterprise play. However, the underlying strategy is likely to leverage Manus's talent to build a dominant consumer AI agent for tasks like travel and shopping, creating a new, defensible platform.