The Agents Are Coming. Who Gets Paid?

While markets argued about the AI hype train's speed limit, the real story unfolded in the plumbing. Google is baking multi-agent AI into its core, and the industry is quietly standardizing how these agents talk to each other.

The Agents Are Coming. Who Gets Paid?
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Unvritt.

Deep, unbiased analysis on the business and societal impact of technology.

Thu, Aug 21, 2025

The Agents Are Coming. Who Gets Paid?

While markets argued about the AI hype train's speed limit, the real story unfolded in the plumbing. Google is baking multi-agent AI into its core, and the industry is quietly standardizing how these agents talk to each other.

THE BIG STORIES

The New Landlords

At I/O 2025, Google didn't just show off new AI search features for all U.S. users; it revealed agents that browse, click, and synthesize info across the web (Deep Research, Project Mariner). But the real bombshell? Gemini’s SDK now natively supports Anthropic’s Model Context Protocol (MCP), an open standard for connecting agents to data. 🤖

The Standardization Signal: When Google adopts a standard like MCP, it’s not just a feature—it's an invitation for the entire ecosystem of tools, data sources, and even rival agents to plug in. This move massively accelerates the shift to an "agentic web" where autonomous tasks replace your frantic clicking and browsing.

Forget another chatbot UI. Google is laying the pipes for agents to transact with the web *for you*. This is a foundational shift that could upend traffic, SEO economics, and the very concept of online attribution, all at once.

Show Me The AI Money

A tech pullback gained steam as investors started asking a very awkward question: is anyone actually *profiting* from the billions spent on AI? An MIT report fanned the flames, suggesting most gen-AI pilots have delivered little to no profit lift, casting a long shadow over Nvidia's upcoming results. 📉

The ROI Reckoning: There's a chasm between spending on AI infrastructure and seeing a return on the balance sheet. Industry leaders call it an "implementation challenge," but the market's patience is wearing thin. They want proof, not promises, that this historic capex spend isn't just for show.

Get ready for ruthless scrutiny of AI's unit economics. The era of celebrating "successful pilots" is over. Now, vendors must prove hard ROI, or the funding tap could tighten significantly.

The Phone That Thinks Ahead.

The buzz around Google's "Made by Google 2025" event is that the Pixel 10 isn't just smarter—it's *proactive*. With AI-native features like real-time translation and creative workflows running on-device, the narrative is that Google has "lapped" Apple in shipping genuine AI utility. 📱✨

The Proactive Edge: As AI moves onto the device, controlling the full stack (silicon + models + services) is the new kingmaker. Google isn't just selling a phone; it's pitching an anticipatory companion that *does things for you* before you even ask. It's a shift from a reactive tool to a proactive partner.

The "killer AI-phone" race is no longer about specs; it's about experience. If the Pixel 10 feels genuinely proactive in daily life, it will create a massive expectations gap that puts immense pressure on Apple's next iPhone launch.

OpenAI's Public Beta: Iterating at Lightspeed

The OpenAI community is buzzing. Recent release notes and user chatter point to rapid evolution: new mini-models with full tool access, GPT-4o updates, a "ChatGPT Go" rollout in India, and tweaks to GPT-5's "warmth." But with speed comes friction, as users also flag bugs and quirky new behaviors. 🧐

The Live Experiment: OpenAI is stress-testing its agentic future in real-time. By pushing more powerful reasoning and tool use into the hands of millions, they are gathering invaluable data on product-market fit and safety trade-offs, all out in the open. It's a high-wire act of public product development.

The Bleeding Edge Bleeds: Buckle up for a bumpy ride. As models, safety filters, and tool-routing evolve live, expect more day-to-day variance in the user experience—especially as AI agents start doing more complex, multi-step tasks.

QUICK HITS

📈 Finance Agents Get a Benchmark

FinAgentBench just dropped 3,429 expert-annotated examples for AI retrieval on S&P-100 docs, mimicking how real analysts work. A huge step for fine-tuning financial AI.

🛠️ RAG in the Wild: Still a Prototype?

A new study of 13 practitioners reveals most industrial RAG apps are still just domain-specific QA prototypes, plagued by data quality issues and heavy human evaluation.

🗣️ The People vs. GPT-5

OpenAI's forums are a goldmine of user feedback, with hot threads on GPT-5's new "personality," memory quirks vs. 4o, and the India-only ChatGPT Go launch.

📜 Anthropic Targets Agentic Risks

An updated usage policy (eff. Sept 15, 2025) takes aim at malicious agentic risks, clarifying rules on network compromise, deceptive political content, and surveillance.

TOOL OF THE DAY

Deep Research (by Google)

An AI agent that autonomously scours dozens of relevant websites to assemble thorough, personalized research reports directly from the live web.

What it is: A tireless digital analyst that turns a single question into a multi-source brief.

Who it's for: Analysts, PMs, and founders drowning in tabs and desperate for a synthesized first draft.

Why it matters: This collapses the time from curiosity to defensible insight. If widely adopted, it fundamentally changes traffic and monetization for publishers and research firms.

Throwback Thursday: The End of Ten Blue Links

Twenty years ago, "Search" was a gamble on keywords. Today, agents fetch and summarize. Tomorrow, they'll negotiate and buy. The trillion-dollar question remains: in an agent-run web, who owns the customer, and who gets paid?

See you tomorrow.

© 2025 Unvritt. All Rights Reserved.

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Unvritt is a newsletter and media brand delivering deep, evidence-based analysis on the business and societal impact of AI.

Unvritt is a newsletter and media brand delivering deep, evidence-based analysis on the business and societal impact of AI. From regulatory shifts to enterprise adoption, we break down complex topics through investigative research, AI tools, and compelling visual storytelling—for decision-makers, product leaders, founders, investors, and future-focused minds.

From regulatory shifts to enterprise adoption, we break down complex topics through investigative research, AI tools, and compelling visual storytelling—for decision-makers, product leaders, founders, investors, and future-focused minds.

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