Everyone is talking about ai agents.

Everyone is talking about ai agents. Agents that write code, close support tickets, run whole workflows. Verizon says AI already replaced 13k customer service jobs. The headlines are all about ai doing the work.

But im watching a quieter shift and i think its the bigger one.

AI agents dont just do the work anymore - they do the choosing.

When someone asks an AI “whats the best quoting software for blind retailers” - the AI agent reads a handful of sources, picks two or three names and thats it, no page 2 of google. No 40 open tabs nor scrolling past your ad.

I tested this with my own brands - one of them the AI didnt mention at all. Years on the market, real customers, and to the f* AI robots we didn't exist, that stung a bit if im honest.

So yes, the trend is AI doing the work. But the game will be won by whoever the AI chooses. Thats where I’m putting my energy this second half of the year.