People don't want relationships with brands; they want relationships with people. As AI agents take over our dealings with businesses, the fight to own the customer relationship gives way to a new goal: retaining the agent.

Hiring is a matching problem: finding the right fit (the right employee + the right company) is hard but vital. Investing more effort into this search will pay big dividends.

Traditional gyms are never going to provide an amazing customer experience. The incentives just don’t line up.