Elliot Garreffa

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Agents are becoming the new front door to your product.

And this is going to change how people discover, evaluate and use software.

Right now, most companies still think about distribution in the same old way. Get traffic to the website, get users into the product, then convert them through the funnel.

But what happens when the user doesn't visit your website first?

What happens when they ask ChatGPT, Claude or Gemini to solve a problem and the agent decides which product to use?

That is already starting to happen.

The important shift is that your product is no longer only being judged by a person looking at a landing page. It is also being judged by an agent trying to understand whether your product can complete a task for its user.

Can the agent discover your product?

Can it understand what your product does?

Can it access the right capabilities?

Can it complete the task without making the user go through a complicated setup?

These are becoming product and distribution questions, not just technical questions.

And having an API is not enough anymore.

You need to make sure the agent can actually find and use it in the context of a conversation. That means publishing an MCP, getting it into the right connector or plugin ecosystem, and optimizing the experience once users start accessing it through their agent.

The difference between being listed somewhere and being organically selected is huge.

A user can search for a product, compare ten options, create an account, connect the integration and then maybe complete the task.

Or the agent can identify the right product in the moment, call the right tool, and help the user finish the job without them ever visiting a marketplace.

That second experience is what every product team should be paying attention to.

Because if the agent is the interface, the agent is also part of your distribution.

This is why MCP is not just a product feature. It's becoming a way for products to participate in AI-native demand.

And the companies that treat this as a growth channel now will have a very different starting position from the companies that wait until their customers are already using agents to do everything.