经济学人：下一代互联网将为机器而非人类而构建

Core Insights - The next version of the web is envisioned to be built for machines, enabling "intelligent agents" to perform tasks traditionally done by humans, such as information retrieval and task management [3][4] - The introduction of AI agents, particularly since the launch of ChatGPT in 2022, marks a significant shift in how users interact with the web, moving from keyword searches to conversational queries [4][9] - A standardized communication protocol, such as the Model Context Protocol (MCP), is essential for enabling these agents to interact with various online services seamlessly [5][7] Group 1: Evolution of Web Interaction - The web has evolved significantly since its inception, but user interaction has remained manual, requiring clicks and typing [3] - AI language models (LLMs) can summarize and reason but currently lack the ability to take action independently [3][4] - The emergence of agents allows LLMs to execute tasks rather than just generate text, paving the way for a more automated web experience [4][5] Group 2: Standardization and Protocols - A major challenge for AI agents is the need for a standardized way to communicate with online services, as current APIs are designed for human interaction [5][6] - The MCP aims to provide a shared set of rules for agents to access and interact with various services without needing to learn each API's specifics [5][7] - The establishment of the Agentic AI Foundation by major companies indicates a collaborative effort to develop open standards for agent communication [7] Group 3: New Web Architecture - Microsoft's Natural Language Web (NLWeb) allows users to interact with websites using natural language, bridging the gap between traditional web interfaces and agent capabilities [8] - The rise of agent-driven browsers signifies a new competitive landscape, reminiscent of the browser wars of the 1990s, as companies vie for control over user access to the web [9] - The integration of direct purchasing features in platforms like ChatGPT reflects a shift towards more seamless online transactions facilitated by agents [9] Group 4: Advertising and Market Dynamics - The advertising industry will need to adapt as the focus shifts from capturing human attention to engaging with agents, which may alter marketing strategies [10] - Companies will need to optimize for algorithms rather than human users, potentially changing how online activities are conducted [10] - The frequency of web interactions by agents could vastly exceed that of human users, leading to a significant transformation in online behavior [10] Group 5: Risks and Considerations - While the capabilities of AI agents are expanding, there are concerns about their potential errors and the risk of external manipulation through techniques like prompt injection [11] - Implementing security measures, such as limiting agents to trusted services and granting them restricted permissions, can mitigate some risks [11] - The transition from a "pull" model to a "push" model, where agents proactively manage tasks, could redefine the internet experience [11]