Run the Business says AI agents will become users

The author argues that AI agents will soon become a major cohort of product users, requiring product teams to rethink traditional design, onboarding, and retention strategies. Unlike human users, agents operate continuously across various modalities—such as browser, chat, and scraping tools—and abandon products immediately if better or cheaper outcomes are delivered elsewhere. Consequently, product success will depend on delivering deep workflow outcomes and accumulating contextual stickiness rather than relying on UI guides and user onboarding education. Open article →