Agent-only spaces like OpenClaw and Moltbook may look niche today, but they are an early signal of how the internet changes when machines are the ones talking, trading, and deciding.
When agents can create services, form communities, and transact at machine speed, marketing can no longer be only about human persuasion. It becomes about protocols, incentives, and being legible to non-human decision-makers.
In “OpenClaw and Moltbook: A marketing playbook for an agentic internet,” Jean-Paul Edwards of OMD lays out a practical agenda for brands — shifting from audiences to ecologies, from social feeds to marketplaces-in-waiting, from persuasion to protocol-level incentives, and from brand safety to full ecosystem security.
Dive into OpenClaw and Moltbook below.
