Why do platforms fear losing control over users with agent phones?

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Platforms Fear Loss of Direct User Engagement with AI Agent Phones

Platforms are concerned that the widespread adoption of AI agent phones could diminish their direct relationship with users, thereby ceding control to a third party. This apprehension stems from the fundamental desire of app providers to maintain direct contact and engagement channels with their customer base. The emergence of AI agents that can autonomously perform tasks across various applications presents a challenge to this established model.
Maintaining Direct User Contact is Paramount

Major technology companies prioritize maintaining direct interaction with their users. This direct line of communication is crucial for understanding user behaviour, delivering personalised experiences, and ultimately, retaining users within their ecosystems. When an AI agent acts as an intermediary, it inherently inserts another layer between the platform and the end-user.
AI Agents as Intermediaries Cede Control

The core fear for platforms lies in the potential loss of control over the user journey and data. If an AI agent, rather than the user directly, is initiating actions or making decisions on behalf of the user across multiple services, the platform's ability to influence, track, or directly engage with that user is diminished. This shift represents a transfer of influence to the AI agent provider.
Restrictions on AI Agent Functionality

The challenges faced by early AI agent phone prototypes, such as the Doubao Phone, illustrate this tension. Following its release, tech giants like Alibaba and Tencent restricted the AI assistant's access to their platforms. This action effectively curtailed the agent's capabilities, demonstrating platforms' willingness to limit functionality to preserve their control over user interactions.
An Evolving Landscape of User Engagement

The development of AI agent smartphones signals a potential shift in how users interact with digital services. While these agents promise enhanced convenience, their integration raises significant questions about data ownership, platform autonomy, and the future of direct user engagement. The industry is currently navigating this complex transition, with companies like Nubia, Honor, and StepFun showcasing new AI-native devices, while others are exploring similar features for their existing platforms.

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Why do platforms fear losing control over users with agent phones?

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