One signal

Salesforce argues that businesses should meet personal AI agents with agents of their own, rather than simply letting them loose on websites and APIs. Its proposed business agents would answer questions using company information, apply policy and keep the customer relationship on the business’s side.

The practical distinction is that an API can carry out a request but cannot weigh up whether it makes sense; Salesforce says its Agentforce agents can handle that conversation, with deterministic rules for higher-stakes decisions such as refunds and payments. That is the company’s pitch, not proof that its approach is the only safe way to welcome agent-driven shopping. The argument is worth a look as agents start to shop, book and request customer service on people’s behalf. Should businesses build their own AI agents to meet them, or keep the front door open to customers’ agents?

Discuss: Should businesses build their own AI agents to meet customers’ agents, or keep the front door open to the agents customers choose?

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