The ways an AI agent can reach your products.
We get asked about ChatGPT plugins, MCP servers, WebMCP and agents like Dots, usually one at a time. Here’s what each of them is, where Marrow is with it, and why we’d think about them together.
ChatGPT and Claude
Your product inside the conversation, as an app in ChatGPT (where apps come inside plugins) or a connector in Claude.- ChatGPT plugin
- ChatGPT app
- Claude connector
- MCP server
Personal agents
Agents like Instinct, Muse and Dots that go off and shop for someone, so your product's talking to an agent rather than to a person.- Dots
- Instinct
- Muse
- AI shopping agents
WebMCP and browser agents
Agents that browse your website for someone. WebMCP lets your site hand them proper tools, so they're not guessing their way through your forms.- WebMCP
- browser agents
- AI filling in forms
Agentic checkout
Protocols like ACP, UCP and AP2 that let an agent pay for someone, and where they fit in a regulated sale.- ACP
- UCP
- AP2
- agent payments
Your website and WhatsApp
The same journey on your own site, or on your own WhatsApp Business number.- website chat
- WhatsApp Business
Something else
Been asked about a channel that isn't here? Tell us, and we'll say where it stands and whether it's worth your time yet.Ask us
The hard parts are the same in every channel.
A channel decides how your product reaches someone. It doesn’t decide how the sale’s conducted, and that’s where the risk sits.
- 01Knowing who's asking, and whether it's the customer or an agent acting for them.
- 02Asking for what a regulated sale needs, and playing it back before anything's recorded as fact.
- 03Showing your disclosures in your exact wording, and recording them as shown.
- 04Keeping a record of what was said, what was assumed and what the customer approved.
- 05Handing over to a person when the conversation needs one.
These are what the Marrow Standards set out, and they don’t change when the channel does.
Channels change faster than a compliant journey can be rebuilt.
ChatGPT has gone from plugins to GPTs to apps and back to plugins in just over three years, and its in-chat checkout launched in autumn 2025 and was wound down in March 2026. Personal agents like Muse are newer still, and reach your product in a different way altogether. If the questions, the disclosures and the record live inside each channel, every one of those changes means rebuilding and re-approving them. If they live in one place, a new channel is mostly a new connection to something your compliance team has already signed off.
Talk to us about selling through AI agents.
We’d be glad to show you how it works with one of your own products.