Opinion
The end of apps? How smart agents will change the way we interact with technology
"We are on the verge of a fundamental transformation in engaging with digital services and technology. Separate apps, each with its learning curve, give way to intelligent agents embedded in the operating system," writes Asaf Amran, CTO of Sela.
Since the smartphone revolution, the world has been flooded with apps. Every company, product, and service launched its app to stay relevant, reach users, provide a personalized experience, deliver information, and enable smooth interactions. Mobile operating systems were designed to support this model, offering the infrastructure and tools for developers to create millions of apps that have changed our lives- from ordering food, canceling flights, and booking rides to filing insurance claims. Each task requires us to find a dedicated app, open it, navigate through menus, and manage different user interfaces.
The rapid rise of artificial intelligence signals the next major shift. Imagine a new operating system — or a deep integration within existing ones — not based on app icons, but on Agents and Connectors, known as the Agent System. This system enables services and products to connect in two primary ways:
Connectors keep the system linked to external data sources. The Agent System processes this data and presents it in a focused, accessible way.
Agent-to-Agent Protocol allows direct communication between the system and service-specific agents, which interpret user requests and execute actions.
Today, many companies are embedding generative AI models directly into their apps. This is a natural evolutionary step — but it may soon become redundant. Instead of each app building and maintaining its own AI capabilities, the vision is for them to connect to the Agent System, which will provide this infrastructure intelligently and efficiently.
Rather than searching for and launching different apps, users will interact with a built-in intelligent assistant in the OS — like Gemini or ChatGPT. The interaction will take place via text or voice, with users able to say things like: “Order my usual from the restaurant,” or “Get me a taxi home.” The system will process the request, retrieve the necessary information, and carry out the action without users having to navigate complex interfaces or app menus.
This revolution requires a mindset shift for companies. Instead of investing in app development, the focus will be on building intelligent agents and APIs that connect seamlessly to the central system. For users, the change will be dramatic. The user experience will become more intuitive, and interactions with the digital world will feel more straightforward and natural.
This agent-connector model won’t necessarily eliminate all apps. Complex professional tools that require rich interfaces and advanced features, such as image or video editing software, or games, will likely remain standalone apps. But even in these areas, AI is already playing a growing role in content creation and processing. For many other apps, particularly those focused on information delivery or basic functionality, this new model is expected to become highly relevant — and may ultimately replace them.
The Agent System will not only enhance user experience but also bring new levels of integration and data security. Users will be able to manage all their interactions through a secure central account, with complete control over their data and privacy. This account will include payment methods, addresses, phone numbers, and more — allowing the system to authenticate user identity when interacting with various agents and connectors.
As the system becomes a core part of the phone’s OS, it will personally understand user context and offer real-time assistance—summarizing phone calls, identifying tasks and creating reminders, drafting emails based on conversations, and more. This will be done intelligently, securely, and far more efficiently than today’s app-based workflows.
We are on the verge of a fundamental transformation in engaging with digital services and technology. Separate apps — each with its learning curve — give way to intelligent agents embedded in the operating system. Shortly, our primary digital interaction may be a natural conversation with a smart OS, connected to a single secure account, capable of understanding us, offering contextual help, and seamlessly interfacing with the services we need — all under our control.
This transition will require companies to rethink how they offer their services, but it promises a vastly improved user experience.
Asaf Amran is the CTO of Sela, a provider of cloud and AI services for startups and enterprises.
