Agentic markets

Generative AI enables autonomous software agents that can search, compare, and transact across digital marketplaces, promising large reductions in consumer search costs and improved matching between buyers and sellers. This paper argues that such gains are not automatic. Drawing on economic search theory, we first discuss the impact of reduced search costs on markets. Then, we show how the behavior of current AI agents introduces frictions that limit competitive outcomes. Empirical studies reveal persistent deviations of AI agents from optimal search behavior that function as behavioral search costs even when technical search costs approach zero. At the same time, AI-generated content contributes to signal dilution, reducing the informativeness of offers by AI agents and weakening effective product differentiation. These forces interact with low entry costs, which encourage excessive and often low-value entry. Together, they can trap agentic markets in inefficient equilibria. We outline key implications for electronic marketplaces and highlight promising directions for future research on agentic markets.