Age of Awareness

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This is NOT what we want from an AI agent.

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Why AI Agents Will Take Way Longer Than We Thought

John Battelle
Age of Awareness
Published in
5 min readMar 18, 2025

Three months ago I published my annual predictions, and while I rarely revisit them in the middle of the year, I do want to note an interesting development related to prediction #3, which states: “2025 will not be the year AI agents take off.”

Here’s what I said back in January:

“As the bloom came off the Generative AI rose in 2024, everyone started talking about AI agents as the Next Big Thing. Google, Apple, OpenAI, Microsoft, Meta, Amazon — all of them (and about a million startups) are trying to build user agents for both enterprise and consumer use cases. I’m a huge fan of the concept, but for now, it remains just that. Reasoning agents that book your travel, negotiate your insurance bills, or manage your calendar simply will not work if they are beholden to the same business models currently driving Big Tech. There’s so, so much to say about why this is true, but I’ll leave that for another series of posts.”

Indeed, there is a lot to say. I’ve struggled with how to cover this without getting stuck in the messy details of an emerging industry, and for the most part, I’ve just stayed silent. But this piece in The InformationAnthropic’s Not-So-Secret Weapon That’s Giving Agents a Boost — is spurring me to clear my throat.

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Age of Awareness
Age of Awareness

Published in Age of Awareness

Stories providing creative, innovative, and sustainable changes to the ways we learn | Tune in at aoapodcast.com | Connecting 500k+ monthly readers with 1,500+ authors

John Battelle
John Battelle

Written by John Battelle

A Founder of DOC, The Recount, NewCo, Federated Media, sovrn Holdings, Web 2 Summit, Wired, Industry Standard; writer on Media, Technology, Culture, Business

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