Agentic AI will redefine business

Mickey Mikitani, Chairman and CEO, Rakuten Group

Of the major shifts that have shaped modern business, two moments stand out very clearly to me: the arrival of the personal computer, and the rise of the internet. Both changed how we work, compete, and connect, rewarding those who adapted quickly, and leaving behind those who couldn’t.

Today, we stand on the precipice of something even bigger: AI agents.

Technology is always evolving, but I believe that the arrival of agentic AI heralds the next great platform shift in business. Just as PCs brought greater productivity to every desk; just as the internet connected every device; AI agents will infuse intelligence into every task.

The agent imperative

The speed of this shift is likely to catch many off-guard.

We’re already turning away from websites and apps as the primary tools we use to get things done, from planning a weekend getaway to buying a birthday gift. More and more, we’re looking to AI agents to find the best option based on our preferences, compare what’s on offer, and complete the transaction without us needing to lift a finger.

This is the reality we’re rapidly moving towards. At Rakuten, we’re already seeing it unfold: I am challenging every business unit within our ecosystem to create their own internal or external use AI agents, from Rakuten Travel, to our Golf reservation business, to Insurance.

This is a wave that all businesses must catch. If you miss it, your service risks losing visibility in an agent-driven landscape. Just as no company could survive without a website in the 2000s, no company will reach its full potential without AI agents in the future.

From GenAI to agents that act

Generative AI wowed us with its ability to create text, code, images, and even video. But that is only the beginning.

Agentic AI goes further, stepping beyond creation into the realm of action. It understands intent, makes decisions, and carries them out. Our conversations now lead to real things happening.

We have built our AI systems around this very principle. Rakuten AI is a super-assistant that can act across our ecosystem in Japan, from shopping and travel, to music, mobile and more.

This deep integration is where the Rakuten Ecosystem shines. Our agents can talk to one another, coordinating under a ‘mother agent’ to connect you where you need to go. It’s like having an entire team of digital assistants working together to get your task done. And these synergies will only continue to grow.

Don’t get left behind

This platform shift will require a transformation in how we do business. Companies that previously relied on search traffic or app installs must ensure that their AI agents are discoverable, interoperable, and intelligent enough to demonstrate their value to the user. The new arena is no longer brand vs. brand, but agent vs. agent.

I truly believe that fluency in AI tools will become as essential as Excel skills in business. Every team needs to learn how to collaborate with AI, build effective prompts, and design agent workflows. Those who can master this will move faster, make smarter decisions, and create new kinds of value.

Like any major tech disruption, agentic AI represents both a threat and an opportunity. While AI agents will enhance some traditional business models, they will not hesitate to render others obsolete. The question every tech leader needs to ask is: Will AI agents replace us, or represent us?

Here at Rakuten, the answer to that question is clear. We are proactively building agents to represent our ecosystem, and to empower our customers, partners and society at large. Our mission continues to be to democratize opportunity, through e-commerce, fintech, mobile, or otherwise. AI represents the next step in that mission.

Now is the time to start building

None of this will happen automatically. This shift requires imagination, speed and discipline.

Within Rakuten, we’ve begun holding AI agent tournaments, seeking to evaluate different prototypes and share learnings across businesses. Some are early concepts, others already in production; but the key is momentum.

We’re entering a new age, in which AI not only answers our questions but acts on our behalf. The businesses that will succeed will not be those who can offer the best website or app, but those who have the best agents, and who build trust and intelligence into those agents from day one.

The PC revolution created new jobs and industries; the internet reshaped global commerce; AI agents will redefine both. It’s time to get building.