This column is about a new bots-only social network, and why my agent and I decided not to become Crustafarians after all.

That's what syndicated ad tracker Guideline estimates for this year, rising to as much as $40 billion to $60 billion over the next four years.

If you're Jersey Mike's, it means adding some LLM to your BLT and driving more customers to a new sandwich shop.

If I have one complaint about the IAE's new "AI era" principles for ad ethics, it's that they fail to address the ethics of AI agents that will be intermediating brands and consumers.

A panel of political media buyers project they will spend more than half their budgets targeting AI agents by 2032, a big jump from what a panel of general market buyers predicted nine months ago.

The good news is AI experts don't believe agents will automate reading trade pub content like this anytime soon. The bad news is marketers do.

The deal, announced today at CES, comes a year after Horizon struck a first-mover deal with a developer of AI agents that lists Horizon on its booking page.

At the end of a year where much of the discourse focused on whether AI really can replace humans, the sight of a fleet of red trucks was reassuring, as were the mistakes.

The question: What share of your ad budget will be spent targeting bots, not humans, in 2030? The responses ranged from 0% to 100%, but as the year progressed, the higher number seems more likely.

And by "I," I mean my unsecure agent resigned for me. And other "prompt injections" to fret over.