Your product has a new user. It’s not human.
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As AI agents increasingly interact with software on behalf of humans via protocols like MCP (Model Context Protocol), the traditional concept of an ICP (human user) is being disrupted. Products that relied on UI polish, onboarding flows, and user habituation for stickiness may find those moats evaporate — agents evaluate purely on output quality, reliability, and structured accessibility. Companies need to expose their products via MCP or equivalent interfaces, prioritize clean documentation and predictable outputs over UI, and rethink distribution as 'making it easy for agents to find you' rather than funneling humans through conversion flows. The market will likely split: some products become invisible infrastructure powering agent workflows, while others double down on genuinely lovable human experiences. Most B2B software will fall into the former category.
Table of contents
Elena’s PicksYou have to open upA lot of companies are going to discover that what they thought was defensibility… wasn’tThis affects distribution, tooThis doesn’t mean human experience goes awayWhat now?Sort: