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Agents Take Center Stage — How Fetch’s New Stack Aims to Become the “Google Search” for AI Assistants

Posted on November 20, 2025 at 08:35 PM

Agents Take Center Stage — How Fetch’s New Stack Aims to Become the “Google Search” for AI Assistants

Imagine a web where your digital assistant not only suggests restaurants but actually books your table, arranges transport, and checks you into the movie — all by itself and on your behalf. That’s the promise from Fetch AI, which on November 19, 2025 announced a triad of products—ASI:One, Fetch Business and Agentverse—designed to usher in what the company calls the “Agentic Web”. ([Venturebeat][1])

What happened

  • Fetch AI, a startup founded by former DeepMind founding-investor Humayun Sheikh, unveiled the three-part infrastructure. ([Venturebeat][1])
  • ASI:One is a personal-AI orchestration platform that stores user preferences, calendar availability, budgets and more, then dispatches tasks across agents to act. For example: plan a trip, book flights, hotels, restaurants. ([Venturebeat][1])
  • Fetch Business is a verification & discovery portal for brand agents — companies can claim agent identity (e.g., @Nike), register so their agent is trustworthy, build low-code agents, connect APIs of inventory, booking, CRM. ([Venturebeat][1])
  • Agentverse is an open directory (already publishing 2 million+ agents) of agents across sectors. It acts like “DNS for agents” enabling discovery and interoperability across platform and cloud silos. ([Venturebeat][1])

Why it matters

  • Until now many consumer AI tools have been recommendation engines: suggest what you could do. Fetch’s vision is about execution: agents coordinate, transact, act across organisational boundaries. ([Venturebeat][1])
  • Interoperability and trust are huge pain points in the “agent economy”. Agents built by brands, consumers, platforms often exist in silos, without a registry/discovery, and without verification of identity. Fetch addresses this with the verification, namespace control and directory. ([Venturebeat][1])
  • For the user, this means their personal AI (via ASI:One) can coordinate with a brand’s verified agent (via Fetch Business) discovered via Agentverse, to complete tasks more reliably and securely.
  • With its backing (70-person team, raised ~$60 million so far) and early user base, Fetch is positioning itself as foundational infrastructure for this next-gen agent economy. ([Venturebeat][1])

Key insights & implications

  • The move signals a shift: from LLMs as chat assistants to LLMs + agents + workflows. The “agentic web” means software-agents which can act autonomously and collaborate.
  • There’s a strong inference: just as Google became the index and search layer for webpages, Fetch aims to be the search/registry/trust layer for agents. “We’re creating the same foundation for agents that Google created for websites.” — Humayun Sheikh. ([Venturebeat][1])
  • For businesses: registering their agent in a trusted namespace becomes akin to acquiring a domain today. It implies brand agents will become as visible and trusted as websites and social handles.
  • For developers: the open directory and cross-platform cloud-agnostic architecture of Agentverse lowers friction, enabling any agent built on any framework to be discovered. This could accelerate agent deployments.
  • For the broader AI ecosystem: we may see a proliferation of multi-agent orchestration solutions. Coordination across agents, transactions/payment paths integrated, persistent user-knowledge graphs for memory and personalization — all are laying the ground for more sophisticated automation.
  • Potential challenges: As agents gain capability to transact (bookings, purchases) trust + security + identity verification become critical. Data privacy—especially user preference tracking and knowledge graphs—needs care. Fetch remarks that its user-owned knowledge graphs are siloed per user and not intermingled with Fetch-operated data. ([Venturebeat][1])

Takeaway

Fetch AI’s launch of its three-pillared agent stack suggests we’re stepping into a new chapter: the web of assistants isn’t just chatbots or query engines—it’s fully orchestrated ecosystems of agents working together. If you’re a developer, business or tech strategist, the question becomes: how do you position for a future where your brand’s agent might be discovered, invoked, and coordinated alongside consumer agents — and what role will you play in the agent economy?

Glossary

  • Agent: In this context, a software entity that can act on behalf of a user or brand, often autonomously, to complete tasks or workflows.
  • Orchestration: The coordination and management of multiple agents (or services) working together to fulfil a multi-step workflow.
  • Namespace: A unique identifier space (e.g., @BrandAgent) that ensures names are unique and brands can claim, own and verify their agent identity.
  • Knowledge Graph: A structured representation of data (in this case, user preferences, history, social connections) that enables persistent memory and personalization of AI behaviour.
  • Directory/Registry: A searchable listing (like Agentverse) that enables discovery of agents, information about them (capabilities, metadata), and integration points — analogous to DNS or search for the agent world.

Source: https://venturebeat.com/ai/the-google-search-of-ai-agents-fetch-launches-asi-one-and-business-tier-for

[1]: https://venturebeat.com/ai/the-google-search-of-ai-agents-fetch-launches-asi-one-and-business-tier-for “The Google Search of AI agents? Fetch launches ASI:One and Business tier for new era of non-human web VentureBeat”
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