The emergence of artificial intelligence (AI) agents is fundamentally altering traditional business models, as they increasingly hunt for profit margins on behalf of consumers and enterprises. This shift, known as the Prompt Economy, has moved beyond individual companies seeking to maximize their margins. Instead, AI agents now function as persistent seekers of value, constantly searching for opportunities across various sectors.
According to research from PYMNTS Intelligence, nearly 70% of consumers express interest in using AI agents to streamline their shopping experiences. This includes more than half who would prefer an autonomous agent to manage their weekly shopping or identify suitable gifts through personal interactions. The report estimates that around 30 million consumers currently rely on generative AI techniques for everyday tasks, including shopping, bill payments, and travel arrangements.
In this new economic landscape, the concept of profit margins has shifted dramatically. Rather than primarily benefiting platforms, the value generated now belongs to the agents acting on behalf of consumers. The challenge for businesses is to justify their margins by delivering tangible value—be it through competitive pricing, convenience, or unique insights. Failure to do so risks losing margins to agents that prioritize consumer benefits.
Autonomous Vehicles: A Case Study in Margin Dynamics
The competition between human-driven ride-hailing services and autonomous vehicles illustrates this transformation vividly. Uber’s original model capitalized on underutilized human labor and privately owned vehicles, allowing the company to retain a significant portion of the fare while shifting risk to drivers. Here, the most substantial cost is the driver’s time.
Conversely, the emergence of robotaxis, such as those operated by Waymo, presents a different financial equation. Recent analysis of nearly 90,000 ride quotes in San Francisco shows that Waymo’s driverless rides average $20, compared to $16 for UberX and $14 for Lyft—making them approximately 31% and 41% more expensive, respectively. Despite this, Waymo has seen rapid growth, with trip volumes in California and Arizona soaring from just over 12,000 paid rides in August 2023 to more than 700,000 monthly by early 2025.
Surveys indicate that around 70% of riders who have tried Waymo prefer the driverless experience, with more than 40% open to paying extra for the service. As autonomous technology matures, the cost dynamics may evolve, potentially making the absence of a driver a significant advantage that unlocks new opportunities for operational efficiencies.
Shifts in Payment Models and Consumer Behavior
The changing landscape is also evident in the payments sector, where traditional card economics have long relied on interchange fees and associated consumer rewards. Research from PYMNTS Intelligence reveals that approximately 72% of cardholders consider rewards when selecting a card. This behavior suggests that consumers are already acting as margin hunters, albeit within the confines of established systems.
The advent of open banking and account-to-account payment systems promises to disrupt this model by offering lower fees and enhanced data transparency. Yet, early adoption remains modest, with U.S. and European consumers showing limited engagement outside of specific use cases. Approximately 40% of U.S. consumers indicate interest in adopting pay-by-bank options, particularly among younger demographics for routine purchases.
As AI agents gain traction, consumer preferences may shift the balance of power in payment systems. Instead of merchants dictating terms, agents will help consumers define their priorities—ranging from rewards and cash flow flexibility to price and protection. This evolution could lead to a reassessment of traditional business models across the payment landscape.
The retail sector faces similar challenges as consumer expectations evolve. With high-margin advertising networks built atop low-margin product sales, the introduction of AI agents could threaten existing promotional strategies. Agents will likely prioritize measurable value, rendering outdated promotional spend ineffective and pushing brands to adapt their strategies for genuine consumer engagement.
As AI continues to reshape the landscape, businesses across sectors must navigate these changes or risk losing their competitive edge. The scenario emerging in 2026 and beyond suggests a landscape where consumers and enterprises are better equipped to determine who deserves a share of the margins, with agents acting as facilitators of this new economic reality.
