Robb Wilson
I co-founded OneReach.ai and run it as CEO. We build the software that keeps AI agents working inside large organizations.
Getting an agent to answer a question is the easy part now. The hard part starts after the demo, when the agent has to keep acting on live systems all day, and someone has to decide what it may touch, what it may spend, and when it should stop. That is the part I work on.
What I argue
An agent is a loop, not a request. A chatbot answers and is done. An agent in production keeps going: it acts, checks what happened, and acts again. The software underneath has to supervise every one of those turns, and knowing when to end the loop matters as much as what the loop can do. I set out the full definition in What an Agentic Runtime Environment Is—and Isn’t.
The money moves last. Some of the research people do before a purchase is shifting from the search box toward AI tools, while search still handles enormous volume and its ad revenue looks strong. I read that revenue as a lagging signal of a shift that is still under way. For any company that needs to be found, the new test is whether an AI considers you worth citing. The argument is in Record Revenue Is What Peaking Looks Like.
Pick the right tool, even when it isn’t mine. I have compared agent platforms in public, my own included, and my answer is that most teams choosing between them should start with an open-source framework. A platform like ours earns its cost when an agent’s mistakes are expensive, when auditors need a record of every step, or when voice is on the roadmap. If your agents work internally, their mistakes are cheap to undo, and voice isn’t in your plans, you probably don’t need us. The comparison is LangGraph vs. CrewAI vs. OneReach GSX.
Bio
Short: Robb Wilson is co-founder and CEO of OneReach.ai and co-author, with Josh Tyson, of Age of Invisible Machines (Wiley).
Longer: Robb Wilson is co-founder and CEO of OneReach.ai, which makes a platform for running AI agents in large organizations. He wrote Age of Invisible Machines: A Guide to Orchestrating AI Agents and Making Organizations More Self-driving (Wiley, second edition 2025) with Josh Tyson, and WISER Method Master Playbook (First Strategy, 2026) with Anthony Franco. He owns UX Magazine and co-hosts the Invisible Machines podcast with Josh Tyson. Earlier, he founded EffectiveUI, a user experience agency that WPP acquired in 2012, and co-wrote Effective UI (O’Reilly, 2010). He has written for Harvard Business Review and Fast Company.