Smart Agents Replace Super Apps

Smart Agents are emerging as AI-native, goal-driven interfaces that act on behalf of consumers across many merchants and platforms. In doing so, they challenge the core premise of the Super App: a single, vertically integrated digital front door controlled, governed and monetized by one platform.

For more than a decade, Big Tech, Big Retail, and Big Finance have chased the same idea. Build an app that does everything. Messaging, shopping, payments, financial services, healthcare, mobility, daily life.