Physical Address
304 North Cardinal St.
Dorchester Center, MA 02124
When the news broke that Tuesday morning Meta bought a multibookthe social network for artificial intelligence agents, may have left some people scratching their heads. What would Meta – an ad-supported company – want with a social network where users are bots? Bots, after all, are not the target audience for brand marketers and advertisers.
Meta doesn’t say much. Her only official comment was a brief statement that she was joining the Moltbook team Superintelligence laboratorieswhich would open up “new ways for AI agents to work with people and businesses.”
Reading between the lines, this was an acquired hire. A network designed for bots is not a natural place for brand advertising — even if Moltbook isn’t complete at all Other than human. What Meta really wanted was the talent behind it — people who enjoy brainstorming and experimenting with AI agent ecosystems. This, counterintuitively, could be a boon for its advertising business.
As Meta CEO Mark Zuckerberg He said last yearHe believes in a future where “every company will soon have a business AI, just like they have an email address, a social media account, and a website.” On the agent web, where AI systems act autonomously on behalf of users, AI agents can interact with each other, doing things like buying ads, making reservations, and responding to customers.
Artificial intelligence too They are used To create an ad creative and customize its output based on who sees it. AI systems can also manage product prices or create personalized offers.
On the consumer side, proxies can be used to do this finds Best rates and deals, manage reservations, and place For products. in some limited Cases, Agents It can actually verify and pay on behalf of consumers. (Proxy trade It’s still in its early days, and these systems don’t always work as advertised. But the market has been moving quickly, and improvements seem likely soon enough.)
Just as Facebook built a “friend graph” — a network defined by social connections between people, where each individual serves as a node — an agent network can benefit from an “agent graph,” a system that defines how different agents are connected and what actions they can take on each other’s behalf.
For an agent network where business agents and consumer agents can work together, agents must first be able to find each other, communicate, and coordinate their activities. Just as Facebook built a “friend graph” — a network defined by social connections between people, where each individual serves as a node — an agent network can benefit from an “agent graph,” a system that defines how different agents are connected and what actions they can take on each other’s behalf. This can include areas such as travel, online shopping, media, research, productivity tools, and more.
This may also be where ads come into play. Today, humans watch ads and click on them when they see something interesting, but on the proxy web where agents shop on behalf of users, ads can look very different. Instead of influencing a human to buy a product, a business agent may need to negotiate directly with a consumer agent to make the sale.
Maybe a consumer wants to buy that shirt or that lipstick, but only in a certain color and at a certain price. Perhaps regulations become so complex that these considerations go beyond product and price – perhaps the consumer prefers to support small businesses, or only stores with environmentally friendly companies. The consumer may only buy items when they are on sale or buy generic versions if the ingredients are the same. And so on.
In this case, it is not only a matter of connecting AI agents, but also of classifying products according to which one of them suits the needs of the individual customer. If Meta can capitalize on this market — AI in the coordination layer, meaning the system decides which agents talk to each other and in what order — it could potentially expand its advertising business into entirely new territory.
It all depends on whether or not consumers actually embrace the proxy web, or trust AI enough to let it act on their behalf. But its very existence OpenClawthe AI personal assistant that has filled Moltbook with content, suggests that at least some people are already leaning toward standalone AI agents.
Of course, there’s another possible reason to buy Meta for Moltbook. Company Lost gained from OpenClaw’s creator, Peter Steinberger, wanted to compete with OpenAI, so it turned to Moltbook, the platform that Steinberger’s tool helped build, instead. Trivial? maybe. But she kept it dead Super intelligence laboratories In the news.