Goldman Sachs Signals AI Agents Entering Action Phase, Reshaping Commerce and Daily Tasks

Goldman Sachs Research projects consumer-facing AI agents are entering a new phase, moving from answering questions to autonomously executing tasks in shopping, travel, advertising, and everyday digital activities. The shift marks a fundamental change in how people interact with artificial intelligence—moving from a conversational relationship to an action-oriented one, where agents can independently search, compare, and book travel; manage calendars and appointments; complete purchases; and optimize ad campaigns without explicit user instruction for each step.