Thomas Unise
Tech giants like Amazon, Meta, and OpenAI are developing new AI-powered operating systems that could fundamentally change how users interact with technology and disrupt traditional app-based business models. These systems are expected to gain significant traction by 2026.
The Promise and Disruption of AI Agents
The core concept behind these AI operating systems is to enable AI agents to perform tasks directly on behalf of users without requiring them to open specific apps or websites. In theory, users would simply request an outcome – booking travel, ordering food, or restocking household supplies – and the AI would handle the details.
This frictionless experience sounds appealing from a user perspective but presents significant challenges for businesses that have built their models around app engagement and retention.
Threats to Existing Business Models
Companies like Uber and DoorDash have traditionally relied on keeping users within their apps where they can:
- Serve targeted advertisements
- Upsell additional products and services
- Build brand loyalty and engagement
- Collect valuable user data
AI agents threaten to disintermediate these relationships by acting as gatekeepers between users and services. Even if the core transaction still occurs (and generates revenue), businesses lose valuable opportunities for additional engagement and future sales.
The Platform Power Struggle
Anjney Midha, an investor at AI device startup Sesame, notes that companies without “deep control over the supply of their product” will struggle in an environment where AI agents mediate user interactions.
Building successful operating systems has historically required creating thriving developer ecosystems. However, major tech companies are understandably reluctant to surrender direct user relationships to AI intermediaries.
This resistance is already visible in the market. Rabbit, the startup behind the R1 AI device, encountered significant obstacles when attempting to integrate with established apps like Uber, which declined to provide API access. This forced Rabbit to develop workarounds to access these services without formal cooperation.
The Future of Digital Interaction
As AI operating systems mature, they could fundamentally reshape how consumers interact with digital services. Instead of navigating multiple apps filled with ads and upsells, users might increasingly rely on AI agents to handle routine tasks and transactions.
For businesses, this shift demands strategic reconsideration of how they’ll maintain direct relationships with customers and deliver value in an AI-mediated world. Companies that fail to adapt risk being reduced to commodity service providers with diminished opportunities for growth and customer engagement.
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