META IS BUILDING THE NEXT DISTRIBUTION LAYER FOR AI AGENTS @Meta and Sierra are working with Shopify, @stripe and Walmart on a protocol that lets AI agents authenticate and interact with businesses on behalf of customers. The obvious story is security. Agents need permission to access accounts, check orders and perform actions without being treated as bots. But I think the bigger implication is for marketing. For decades, companies optimized websites to convert human visitors. Now they may need to serve AI agents that research products, compare offers and make decisions before a person ever opens the website. That changes the buying journey. Product data, pricing, availability, reputation and machine-readable information could become just as important as the landing page itself. And the competitive advantage shifts toward being discoverable, understandable and accessible to machines. The protocol is still early, but the direction is worth watching. Brands spent years optimizing for search engines. The next challenge is making sure AI agents can actually choose and interact with them.