I was watching TV recently when a Google Gemini advert aired. As a tech head, I gave it my full attention and was struck by how Google is repositioning its AI not as a tool or assistant, but as a "friend." This rebranding might be dismissed as marketing fluff, but it's actually quite profound. Indeed, it suggests that AI is no longer just something you use; it's something you collaborate with, confide in, and rely on.
It's a notion that points to a future in which AI is not just transactional but deeply integrated into our personal and professional lives. And if AI can be a friend, how far away are we from it becoming a proxy for ourselves, making decisions and managing tasks on our behalf?
Well, this shift is very likely to happen soon and aligns with a broader trend that I believe will redefine how customers will interact with technology.
The technology is here
The concept of self-serve agents, powered by increasingly sophisticated AI, feels like the logical extension of the current tech trajectory. Agents, sometimes described as digital twins or dopplegangers, promise a world where the tedious aspects of life — comparing prices, booking appointments, or managing schedules — are delegated to virtual counterparts.
This may have felt like science fiction when Spike Jonze made Her over a decade ago, but the future has a habit of creeping up on us. The technology underpinning the capabilities of digital agents — interoperable AI, advanced algorithms, and the infrastructure for data exchange — is already here. What is needed now is someone to bring it all together in a way that consumers will value. Google and others are already making their cases.
However, what the retail sector is waiting for are solutions for integration and standardization that would allow agents to operate seamlessly across competing platforms and operating systems.
Who might pull this off is open to debate. If Big Tech doesn't get there first, then it could be an AI start-up — or more likely, an AI start-up devoured by one of the tech giants.
Regardless of who gets there first, there will be clear advantages for consumers: dynamic price comparison, automated ordering without the user having to scroll through product categories or re-add items from previous orders, and applying relevant discounts or loyalty rewards. The digital agent could even sync with the customer's calendar to arrange delivery or simplify meal planning by suggesting recipes based on dietary preferences, budget and cooking time.
Now imagine the competitive edge a retailer will have if it could direct that AI-powered shopping assistant to its e-commerce store. The implications for almost every business, large and small, would be enormous.
Digital agents mark a fundamental shift from human-driven browsing to machine-driven decision-making. This will be a significant departure from the types of consumer-facing interfaces such as apps, websites, and customer service centres that retailers have spent decades perfecting.
In a world dominated by self-serve agents, businesses will thus need to make their experiences machine-readable and agent-compatible. This isn't a simple technical challenge though. Rather, it requires rethinking how services are marketed and delivered. Companies will have to create systems capable of broadcasting their availability, pricing, and terms in formats that agents can interpret, while also being prepared to handle queries and negotiations autonomously.
The hurdles
This means there is a pressing need for standardization. Just as HTTP provided a common language for the early internet, self-serve agents will require protocols that enable them to interact seamlessly across categories.
These standards would need to address a host of complexities, from how agents discover available services to how they authenticate transactions and resolve errors. The absence of such frameworks could create chaos, with fragmented systems limiting the potential for AI-driven automation.
There's also a regulatory dimension to consider. As agents gain access to sensitive personal data, such as financial details, travel documents, or even medical history, transparency and security become paramount. Consumers must also have confidence that their agents act in their best interests, free from hidden biases or conflicts of interest. For instance, if an agent consistently books from a particular grocery brand, is it because of user preferences or a behind-the-scenes deal the AI operator has made? Ensuring clarity and fairness in such scenarios will require robust oversight and mechanisms for auditing agent behavior.
Yet, even with the right technology and regulations, there's a cultural hurdle to overcome. Trusting an AI to make decisions, especially ones involving personal taste or finances, is no small leap.
For some, the idea of handing over control to a digital twin will feel liberating; for others, it may seem intrusive or even dystopian. This resistance could manifest in generational divides, with younger, digitally native consumers embracing the change while older generations remain cautious; those with more free time may even enjoy the life admin (many do!)
It's therefore likely that hybrid models will emerge, where agents handle routine tasks but leave the most critical decisions to their human counterparts. For retailers, that means keeping one foot in the existing world, and another in the agentic.
What's next?
Despite these challenges, the steady march towards AI-driven self-serve agents seems inevitable. AI is already becoming entrenched behind the scenes in large businesses, and increasingly in customer engagement strategies.
Yet as we entrust machines with more of our daily lives, we'll need to grapple with profound questions about autonomy, control, and dependency. What happens if we become too reliant on these systems? How do we ensure access to essential services if the underlying technology fails or is withheld? And what does it mean for human agency if we outsource decision-making?
Despite the practical and philosophical challenges, I have no doubt this technology is on the horizon. And that means businesses should act now to prepare for what is coming.
This will mean acquiring the knowledge and considering the specialist skills needed to engage with agent-based systems. Those businesses that want to stay at the forefront of this emerging tech might even begin considering changes to their infrastructure now.
Policymakers, too, must anticipate the regulatory and ethical dilemmas that will accompany agentic agents. And as consumers, we each need to decide how we navigate this new landscape — notably how we balance our desire for convenience with our individual needs around control, transparency and independence.
The Gemini advert I saw wasn't just selling a product. It offers a glimpse of a future where AI is more than a tool. It was a reminder that we're standing at the edge of a transformation that will redefine not just how we interact with technology, but how we live and work. The rise of self-serve agents is coming, and it will shape the next chapter of our collective tech story.
The question is, are we ready for it?