Tobias "Tobi" Konitzer

So it's you as a human or maybe you as a as another agent that be zero to zero commerce talking to an agent and essentially the agent understanding and dictating and governing the entire checkout process.

At that point, you could argue that the agent collect so much data on causal relationships that right now it does not have that it can take over the whole decisioning process.

I still am skeptical whether that's going to come for two reasons.

One reason is think about this quantitative auditability, or if we want to phrase a coin, I need to write about this, but something like radical quantitative auditability.

That does not work with LLMs.

You can ask LLMs, hey, why did you make the decision?

Why did you serve this ad to Susie?

And the agent can give you a textual response, but it cannot really give you a quantitative response, not at least in the way that these traditional systems can.

And then the other thing I would say is replicability.

These systems are not replicable.

Why?

Because, first of all, models change all the time.

Foundational models evolve all the time.

But the data on which they are trained changes all the time, too.

So basically, if Susie comes back 10 minutes later, the agent makes a different decision as to what content it would have served her.

And I don't think that's what marketing wants.

I think marketing desires more transparency.

And just to be sure, where we are going is this first world, right?

A lot of the decisioning turned over to the AI, but the human clearly in the loop and the systems being transparent and the systems being auditable alongside cleanly defined numerical parameters.

Now, I think that is a question, by the way, for all fields.