Coinbase engineer Erik Reppel warned Wednesday that the rise of AI agents could fundamentally disrupt the internet’s advertising-driven business model.

Reppel, creator of the x402 protocol, noted that the current web economy depends heavily on advertising revenue generated from human users. When AI agents browse the web, search for information, and make purchasing decisions on behalf of users, the traditional ad display and click model becomes irrelevant. “AI agents bypass the entire advertising ecosystem,” he said.

This observation strikes at the core of the internet’s revenue structure. Search engines, social media, and content platforms derive the majority of their income from ads. If an increasing share of web interactions is handled by AI agents, advertisers lose direct contact with consumers.

Reppel suggested this could spur a new web economy based on micropayments between agents. The x402 protocol is designed precisely for this purpose, enabling automated value exchange between AI agents.

Industry observers note the implications are profound. The advertising industry generates over $700 billion annually. Any disruption to its foundational model would reshape the entire internet landscape.