Distribution is flipping from "own the app" to "graft onto the surface."

Vendors are putting agents where users already are instead of shipping new destination apps, Salesforce's Add to Slack, Workday's Sana AI inside Microsoft Copilot, Shopify's Agentic Storefronts exposing millions of merchants to ChatGPT and Copilot Checkout (Shopify). The moat shifts from owning the app to being the agent that shows up inside the user's existing surface. For solo builders, the lesson cuts both ways: the surfaces are open channels, but the platform owners can graft their own agent on faster than you can.