Goldman Sachs Predicts AI Agents Will Rely on Ads and Subscriptions
Goldman Sachs argues that the next phase of AI agents depends on standard web monetization models rather than novel tech.
Key points
- Goldman Sachs predicts AI agents will use advertising and subscriptions to generate revenue.
- The strategy relies on users granting agents access to sensitive data like payments and calendars.
- Meta's Muse recently climbed to the top of US App Store rankings, highlighting the trend.
The focus on artificial intelligence agents has shifted from technical capability to financial sustainability. Goldman Sachs recently argued that the industry is entering a new phase where these tools must generate revenue to survive. This change follows the recent launch of Meta's Muse, which gained significant attention for its ability to handle online shopping and travel bookings.
According to Business Insider, the bank's research team believes the market will move away from simple chat interactions toward action-oriented tasks. The core challenge now is not whether these agents can perform complex jobs, but how companies will charge for that labor. The proposed solution mirrors the existing digital economy.
Ad-supported models define future agent revenue
Eric Sheridan, a leader in Goldman Sachs Research's technology group, stated that the mass market will likely be monetized through advertising and subscriptions. This approach mirrors how the modern web operates, offering free, ad-supported versions alongside premium, ad-free tiers. The bank suggests that machine learning will make this advertising more efficient by automating the creation and placement of ads.
Consumer trust drives broader platform adoption
For this business model to work, users must trust agents with sensitive data, including payment credentials and personal schedules. Sheridan noted that broader access to user information allows agents to execute increasingly complex tasks. This shift marks a transition from AI as a backend infrastructure layer to a consumer-facing platform layer.
Global momentum intensifies competitive pressure
The push for agentic commerce is accelerating globally. Meta's Muse recently topped the free app rankings in the US, while open-source frameworks like OpenClaw have gained traction in China. As competitors from OpenAI and Anthropic release similar tools, the race to establish a dominant, profitable standard is intensifying.
