The Next $100B Market: Selling to AI Agents

Author: Greg Isenberg · URL: watch (14:00)

Summary

The internet’s end user is shifting from humans to AI agents — and almost nobody is building for it yet. Greg’s primer on the “machine-to-machine economy.”

Key Takeaways

• Build startups for agents. Over the next 10 years: billions of customers (agents) with millions of wallets that want to use your services.
• Every SaaS gets rebuilt agent-native. Look at Notion, Slack, Stripe — ask “what’s the version built purely for agents?” → agent-native payments, communication, memory. Every category gets rebuilt.
• Old web vs agent web: humans search, read, compare, click, buy on your beautiful website built to win attention. Agents discover, evaluate, invoke tools, pay, renew — your company must be machine-usable.
• Different desires: the human customer wants persuasion; the agent customer wants structured capability, permission, and trust.
• Map the agent buying journey — who the agent is, its desires, its incentives. Whoever figures that out first wins.