The next big question for AI agents is how they'll make money, Goldman says

AI agents have quickly become Silicon Valley's latest obsession. Now comes the harder part of figuring out how they'll make money.

The attention comes amid Meta's recent launch of Muse, which has brought fresh attention to a new generation of AI software designed to shop online, book travel, and complete tasks on users' behalf.

Goldman Sachs says the technology is undergoing a fundamental change.

"I think we are at the beginning of a paradigm shift. We are going from a conversational relationship with these agents to a much more action-oriented relationship," Eric Sheridan, business unit leader of Goldman Sachs Research's technology, media, and telecommunications group, said in a post published Friday on the bank's website.

For companies building AI agents, the next step is figuring out how to turn those capabilities into a sustainable business, and Sheridan said the answer is likely to look familiar.

"The mass market for AI agents will be monetized with advertising and subscriptions, much like the way the web operates today," Sheridan said.

He said AI agents would likely offer premium, ad-free subscriptions alongside free, ad-supported versions.

Sheridan said AI and machine learning could make digital advertising more efficient by helping automate how ads are created, placed, and measured.