Selling to personal AI agents like Instinct, Muse and Dots

A personal agent shops on someone's behalf: they tell it what they need, and it goes off, deals with services directly and comes back with what it found. Marrow's built so that when one comes to your product, it gets the same journey a person would, as steps it can work through, held to the same rules.

Dots
Instinct
Muse
AI shopping agents

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Where it works

The same product works for personal agents and chat assistants.

Personal agents
Agents like Muse and Dots, which take a task and go off to do it. Where they support connectors, they can talk to your product directly, and come back to the customer with what it needs from them.
Chat assistants
ChatGPT and Claude, where the customer's in the conversation and sees your product as cards.

Agents that support Model Context Protocol (MCP) connectors can connect to the same product as ChatGPT and Claude, so Marrow builds it once for either kind of agent.

How it works

From the customer's request to their decision, with the agent in between.

The customer hands the job to their agent.

They tell it what they need, and the agent starts a quote with your product, passing on what it already knows about them. Anything it fills in is checked with the customer before it's used.

Clearstone's questions go to the agent first.

The questions, playbacks and disclosures a person would see as cards go to the agent instead, and it answers what it can. Anything only the customer can answer, like whether that's their car, goes back to them.

The agent comes back, and the customer decides.

The agent returns with your quote and what it covers. Nothing's bought on the agent's say-so: the customer confirms their choice themselves, on your own page, and that goes into the record.

Your customer’s personal agent

Clearstone, to the agentthrough Marrow

Clearstone’s quote

Cover: Plus, comprehensive
Price: £468 a year
Excess: £250

With Clearstone’s policy summary

The customer has to choose this themselves

Clearstone can cover you for £468 a year on their Plus level, with a £250 excess. I’ve attached their policy summary. If you want it, they need you to confirm it yourself, so here’s the link to their page.

The customer confirmed Plus on Clearstone’s own page, and Clearstone recorded it

What it enables

What you get when a customer sends an agent to shop for them.

Customers who never open a chat
When someone hands the job to an agent, your product's still one it can find and buy from.
Nothing skipped because nobody's reading
The questions, playbacks and disclosures reach the agent as steps it has to complete before it gets a quote.
The customer still decides
Answers only they can give, and the decision to buy, go back to them.
One build for both kinds of agent
Agents that support connectors use the same product you run in ChatGPT and Claude.

Your website

Some agents will go to your website instead, so it’s worth deciding what they can do there.

Not every agent will come to your product through Marrow. Some will open your website for the customer and work through it the way a person would, reading pages and filling in forms, and getting the best from them means being quite deliberate about which parts of the site they can reach, and how. That usually means pointing agents that say who they are to routes built for them (like WebMCP tools), keeping them off the pages that weren’t, and stopping the ones collecting prices with no customer behind them.

It’s work for your web and security teams rather than part of Marrow’s product, but it’s something we help clients plan, alongside setting up the product itself.

Questions

What people ask us about personal agents.

What's a personal agent?

An AI that acts for someone rather than chatting with them. They give it a task, like sorting out their car insurance, and it goes off and does it, coming back with what it found.

How is it different from a ChatGPT app?

In ChatGPT the customer's in the conversation and sees your product as cards. A personal agent can talk to your product directly and the customer may only see the result, so the questions and disclosures have to reach the agent in a form it can act on.

Can an agent buy a policy for someone?

Not on its own say-so. The agent can do the shopping, but the customer confirms their choice and pays in a step they take themselves.

Do we need a separate build for personal agents?

No. Agents that support MCP connectors, like Muse and Dots, can connect to the same product Marrow runs for you in ChatGPT and Claude.

Other channels

Your customers won’t all arrive the same way.

See every channel

Get in touch

Talk to us about selling through AI agents.

We’d be glad to show you how it works with one of your own products.

Book a call Read the Standards

Selling to personal AI agents like Instinct, Muse and Dots

The same product works for personal agents and chat assistants.

From the customer's request to their decision, with the agent in between.

The customer hands the job to their agent.

Clearstone's questions go to the agent first.

The agent comes back, and the customer decides.

What you get when a customer sends an agent to shop for them.

Customers who never open a chat

Nothing skipped because nobody's reading

The customer still decides

One build for both kinds of agent

Some agents will go to your website instead, so it’s worth deciding what they can do there.

What people ask us about personal agents.

Your customers won’t all arrive the same way.

ChatGPT and Claude

WebMCP and browser agents

Agentic checkout

Your website and WhatsApp

Talk to us about selling through AI agents.