{"id":340144,"date":"2025-12-10T20:20:09","date_gmt":"2025-12-10T20:20:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/340144\/"},"modified":"2025-12-10T20:20:09","modified_gmt":"2025-12-10T20:20:09","slug":"ai-companies-want-a-new-internet-and-they-think-theyve-found-the-key","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/340144\/","title":{"rendered":"AI companies want a new internet \u2014 and they think they\u2019ve found the key"},"content":{"rendered":"<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _17nnmdy6 _17nnmdy5 _1xwtict1\">Over the past 18 months, the largest AI companies in the world have quietly settled on an approach to building the next generation of apps and services \u2014 an approach that would allow AI agents from any company to easily access information and tools across the internet in a standardized way. It\u2019s a key step toward building a usable ecosystem of AI agents that might actually pay off some of the enormous investments these companies have made, and it all starts with three letters: MCP.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP, or Model Context Protocol, began as a passion project from two Anthropic employees, but since its creation in mid-2024, it\u2019s been widely adopted by companies like OpenAI, Google, Microsoft, and Cursor. There are even hints that Apple will use MCP in its forthcoming AI-enabled version of Siri. There have been competitors to MCP, but so far it\u2019s been a standards war without any real battle \u2014 MCP has quickly taken over the industry.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">And now it\u2019s official: This week, Anthropic is donating MCP to the Linux Foundation \u2014 and joining OpenAI, Google, Microsoft, AWS, Block, Bloomberg, and Cloudflare in establishing a new fund called the Agentic AI Foundation (AAIF), whose goal is to \u201cadvance open-source agentic AI.\u201d The donation, and assigning a neutral body to govern MCP, will likely help supercharge its growth.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">It\u2019s also a move that should change up how AI systems operate as we know it. For AI companies, MCP is the new standard for how these systems should access apps, tools, and information \u2014 and by extension, how people use the internet.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup qnnwq2 _1xwtict9\">A \u201cping-pong of intelligence.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP essentially tells AI models which external tools, data sources, and workflows they\u2019re able to access, then allows them to connect and perform tasks. When someone uses Claude to perform tasks in Slack, for example, MCP is what authorizes and establishes the connection between services. It\u2019s what lets Claude redirect you to Slack and get notified once you\u2019ve logged in. And it lets Slack tell Claude which tools, resources, and features it can access \u2014 \u201cessentially a \u2018show me what you\u2019ve got,\u2019\u201d Conor Kelly, a product marketing manager for MCP at Anthropic, says.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">From the user\u2019s side, this simply means Slack and Claude can easily work together \u2014 a \u201cping-pong of intelligence,\u201d as Anthropic CPO Mike Krieger puts the impact of MCP. When somebody prompts Claude to send a Slack message to a colleague, Claude knows that the Slack MCP server is connected, that a tool exists for sending messages, and that it can access that tool. Once it\u2019s all set, Slack tells Claude that it happened successfully, then Claude tells the user. Message sent.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">If you\u2019re familiar with how computers generally worked before AI, this might all sound like a bunch of APIs \u2014 and you might recall that web apps and services opening their APIs to one another was the underpinning of the Web 2.0 era, and eventually the enormously lucrative explosion of mobile apps in the app store era. Moving users (and their money) from apps and websites to AI agents is one of the few ways AI companies can even begin to pay off their enormous investments. But AI agents need new kinds of APIs, and MCP seems like the standard those APIs will take. MCP\u2019s webpage, aspirationally, <a href=\"https:\/\/modelcontextprotocol.io\/docs\/getting-started\/intro\" rel=\"nofollow noopener\" target=\"_blank\">likens it to the ubiquitous USB-C<\/a>.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP started as a pet project by two Anthropic engineers, David Soria Parra and Justin Spahr-Summers. The initial goal wasn\u2019t to build an industry-wide standard. The pair simply wanted Anthropic\u2019s staff base to use Claude more in everyday work. They felt like something was missing in the chatbot: the ability, Soria Parra tells The Verge, to connect \u201cto the outer world that you actually deeply care about, the things you interact with.\u201d His initial name for the service was Claude Connect.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Other Anthropic employees, it turned out, agreed with them. In an October 2024 hackathon, virtually everyone used the protocol to build their projects \u2014 \u201cIt was this moment in the company when everybody was like, \u2018Oh, there\u2019s really something to this,\u2019\u201d Soria Parra says. He and Spahr-Summers got Krieger\u2019s approval to develop a full-fledged open source project. They released it just before Thanksgiving \u2014 somewhat deliberately, Soria Parra says, so that people could take a break from family to check it out.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup qnnwq2 _1xwtict9\">The protocol has gotten top billing on a San Francisco billboard.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Krieger says that initially, his \u201cdream case\u201d for MCP was getting just one other frontier lab to adopt it. But widespread adoption came fast. On March 19th, Microsoft <a href=\"https:\/\/www.microsoft.com\/en-us\/microsoft-copilot\/blog\/copilot-studio\/introducing-model-context-protocol-mcp-in-copilot-studio-simplified-integration-with-ai-apps-and-agents\/#:~:text=*%20Monthly%20Updates.%20*%20Published%20Mar%2019%2C%202025.%20*%203%20min%20read.\" rel=\"nofollow noopener\" target=\"_blank\">announced<\/a> it would support MCP in its Copilot Studio. One week later, OpenAI CEO Sam Altman <a href=\"https:\/\/x.com\/sama\/status\/1904957253456941061?lang=en\" rel=\"nofollow\">posted<\/a> that \u201cpeople love MCP and we are excited to add support across our products.\u201d Four days after that, Google CEO Sundar Pichai took a poll approach, <a href=\"https:\/\/x.com\/sundarpichai\/status\/1906484930957193255?s=20\" rel=\"nofollow\">posting<\/a>, \u201cTo MCP or not to MCP, that\u2019s the question. Lmk in comments.\u201d The protocol has gotten top billing on a <a href=\"https:\/\/www.linkedin.com\/posts\/johnrallen22_securing-the-world-of-mcp-definitely-grabbed-activity-7402095074123390976-XvFx\/\" rel=\"nofollow noopener\" target=\"_blank\">San Francisco billboard<\/a>, and there are even <a href=\"https:\/\/9to5mac.com\/2025\/09\/22\/macos-tahoe-26-1-beta-1-mcp-integration\/\" rel=\"nofollow noopener\" target=\"_blank\">hints of MCP support in beta versions of iOS<\/a>, suggesting Apple\u2019s false start on agentic Siri might be turned around by adopting the nascent standard.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP has caught on partly because its creators have spent so much time watching and learning what developers actually wanted from AI systems. It \u201cencapsulated patterns that already existed at the time,\u201d says Soria Parra. OpenAI uses MCP to underpin the ChatGPT apps it introduced earlier this year, such as Booking.com, Canva, Coursera, Expedia, Figma, Spotify, and Zillow, as well as to connect to services like Notion and HubSpot. Anthropic uses it to enable connections with Slack, Asana, Box, Square, Stripe, and <a href=\"https:\/\/claude.com\/connectors\" rel=\"nofollow noopener\" target=\"_blank\">many others<\/a>.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">At this point, MCP has effectively become a multi-company project. A group of \u201ccore maintainers\u201d have an ongoing discussion on Discord and GitHub, and representatives from Google, Microsoft, OpenAI, and others periodically meet face-to-face, discussing ways to fix problems and improve the protocol, OpenAI\u2019s Nick Cooper, technical lead for the company\u2019s approach to MCP, tells The Verge.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">But MCP\u2019s links with Anthropic have also potentially held the standard back. Anthropic has always made the protocol open source, but until now, any improvements by other companies could potentially contribute to their competitor\u2019s intellectual property \u2014 and in theory, Anthropic could still one day choose to lock it down. Giving it to the Linux Foundation removes those concerns.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Anthropic isn\u2019t the only company handing over something to the Linux Foundation. Block is donating Goose, its open-source AI agent, and OpenAI is donating Agents.md, which describes codebases to agents. Put the donations from Block, OpenAI, and Anthropic together, and the story is \u201cabout more than just MCP,\u201d says Jackie Brosamer, head of data and AI at Block. \u201cProtocols are essentially ways for systems to talk to each other, and that\u2019s the most important thing to standardize.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup qnnwq2 _1xwtict9\">MCP\u2019s links with Anthropic have also potentially held the standard back.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Jim Zemlin, CEO of the Linux Foundation \u2014 the largest organization for open source and standards in the world \u2014 has been in the industry for more than two decades and has personally overseen the creation or expansion of a handful of new standards and platforms. But even he has been shocked by MCP\u2019s grassroots growth.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">\u201cI\u2019ve never seen anything like this,\u201d Zemlin tells The Verge. \u201cI can barely keep up with the number of inbound calls from organizations who want to be a part of this. Usually I\u2019m trying to convince someone, or scratching and clawing. This is really the reverse.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Josh Blyskal, who leads strategy and research for AEO (think: essentially SEO for AI) at Profound, believes MCP will \u201cabsolutely become a standard, especially in commerce,\u201d and he says in a year, the way AI companies currently scrape websites will look \u201cantiquated.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">Krieger says that although he thinks there is still a future for people accessing services directly in apps and browsers, \u201cthere\u2019s something very powerful\u201d about an internet where most interactions run through MCP. \u201cThese things can operate kind of at the speed of LLMs versus at the speed of people,\u201d he says. \u201cYou can issue 10 queries in parallel, you can do a data deep dive, versus navigating the web as was built for humans.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup qnnwq2 _1xwtict9\">\u201cEverybody was like, \u2018Oh, there\u2019s really something to this.\u2019\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP is also gaining traction as the industry faces a major problem: Although agents are an almost necessary step to making AI profitable, most of them <a href=\"https:\/\/www.theverge.com\/the-stepback-newsletter\/767376\/ai-agents-jarvis-what-can-they-do\" rel=\"nofollow noopener\" target=\"_blank\">simply don\u2019t work very well<\/a> right now. There are valuable enterprise uses, because enterprise environments can be more tightly controlled and made predictable for the agents to operate in. But for a range of consumer tasks, they\u2019re still slower and less reliable than simply using the web yourself. And part of the reason is that they\u2019re often surfing a web made for humans, not machines, to pull information from.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">MCP may have improved agents somewhat already, but AI companies hope if it\u2019s adopted more widely, it could dramatically mitigate the hangups frustrating users: that agents lag, that they require too much coaxing in order to complete a task, that they sometimes fail to perform a task at all. The protocol allows systems to talk directly between each other, ideally making them faster, more accurate, and more successful. Instead of an \u201capp store,\u201d the dream is to one day create a marketplace of tools for agents to use MCP to connect with \u2014 and when it comes to e-commerce, some of those tools will allow agents to \u201cshop\u201d on a user\u2019s behalf, picking between price and performance based on a user\u2019s budget. Users wouldn\u2019t even need to learn MCP\u2019s name; they\u2019d just realize one day that agents can do something like plan a full trip \u2014 from booking flights and hotels to adding calendar reminders \u2014 faster than they can.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">That might be the vision, but jumping feet-first into a specific standard like MCP is still a big bet. Meta CEO Mark Zuckerberg has <a href=\"https:\/\/techcrunch.com\/2012\/09\/11\/mark-zuckerberg-our-biggest-mistake-with-mobile-was-betting-too-much-on-html5\/\" rel=\"nofollow noopener\" target=\"_blank\">publicly said<\/a> it was a mistake for the company to invest so much in HTML5 at the dawn of the mobile era instead of native apps, for example. And HTTP won out in the early days of the internet over other protocols, like Gopher, which was developed at the University of Minnesota in the early 1990s. \u201cAnytime you pick technology, it\u2019s an implicit futures contract, because you want that technology to have a big ecosystem, lots of support, tons of developers,\u201d Zemlin says.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">\u201cStandards can come and go,\u201d Soria Parra says. \u201cI don\u2019t know what the AI industry will look like five years from now, and I think nobody\u2019s able to predict this. Of course I would hope that MCP is still around.\u201d Whatever happens, though, he says, \u201cat least we have set the [stage] for more open standards in the field.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">\u201cIf you\u2019re an end user and you don\u2019t know much about technology, you should never have to hear about MCP,\u201d says Soria Parra. \u201cIt should just work \u2026 For you, the model just does its magic and solves the task at hand.\u201d<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _1xwtict1\">The move could also help mitigate the security nightmares that agentic AI poses, like <a href=\"https:\/\/www.theverge.com\/ai-artificial-intelligence\/828003\/anthropics-new-claude-opus-4-5-model-ai-agents-cybersecurity\" rel=\"nofollow noopener\" target=\"_blank\">prompt injection<\/a>. Now that Anthropic won\u2019t have ownership over MCP, other companies especially well versed in security can make improvements to the protocol that they may have shied away from making before. \u201cOne thing I think is really important about having this be more of an open project is that there are aspects that we as Anthropic don\u2019t hit first, but other enterprises do \u2014 so authentication and security are two,\u201d Krieger says.<\/p>\n<p class=\"duet--article--dangerously-set-cms-markup duet--article--standard-paragraph _1ymtmqpi _17nnmdy1 _17nnmdy0 _17nnmdya _1xwtict1\">\u201cWhen everybody is working collectively on a standard, to help improve the technology so that it\u2019s more secure, so that it can do effective trusted payments, so that it has a better way of communicating in a secure fashion, that\u2019s when the market really gets made,\u201d Zemlin says.<\/p>\n<p>Follow topics and authors from this story to see more like this in your personalized homepage feed and to receive email updates.Hayden FieldClose<img alt=\"Hayden Field\" data-chromatic=\"ignore\" loading=\"lazy\" decoding=\"async\" data-nimg=\"fill\" class=\"_1bw37385 x271pn0\" style=\"position:absolute;height:100%;width:100%;left:0;top:0;right:0;bottom:0;color:transparent;background-size:cover;background-position:50% 50%;background-repeat:no-repeat;background-image:url(&quot;data:image\/svg+xml;charset=utf-8,%3Csvg xmlns='http:\/\/www.w3.org\/2000\/svg' %3E%3Cfilter id='b' color-interpolation-filters='sRGB'%3E%3CfeGaussianBlur stdDeviation='20'\/%3E%3CfeColorMatrix values='1 0 0 0 0 0 1 0 0 0 0 0 1 0 0 0 0 0 100 -1' result='s'\/%3E%3CfeFlood x='0' y='0' width='100%25' height='100%25'\/%3E%3CfeComposite operator='out' in='s'\/%3E%3CfeComposite in2='SourceGraphic'\/%3E%3CfeGaussianBlur stdDeviation='20'\/%3E%3C\/filter%3E%3Cimage width='100%25' height='100%25' x='0' y='0' preserveAspectRatio='none' style='filter: url(%23b);' 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digest and your homepage feed.<\/p>\n<p>FollowFollow<\/p>\n<p class=\"fv263x4\"><a class=\"fv263x5\" href=\"https:\/\/www.theverge.com\/openai\" rel=\"nofollow noopener\" target=\"_blank\">See All OpenAI<\/a><\/p>\n<p>ReportCloseReport<\/p>\n<p class=\"fv263x1\">Posts from this topic will be added to your daily email digest and your homepage feed.<\/p>\n<p>FollowFollow<\/p>\n<p class=\"fv263x4\"><a class=\"fv263x5\" href=\"https:\/\/www.theverge.com\/report\" rel=\"nofollow noopener\" target=\"_blank\">See All Report<\/a><\/p>\n<p>TechCloseTech<\/p>\n<p class=\"fv263x1\">Posts from this topic will be added to your daily email digest and your homepage feed.<\/p>\n<p>FollowFollow<\/p>\n<p class=\"fv263x4\"><a class=\"fv263x5\" href=\"https:\/\/www.theverge.com\/tech\" rel=\"nofollow noopener\" target=\"_blank\">See All Tech<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Over the past 18 months, the largest AI companies in the world have quietly settled on an approach&hellip;\n","protected":false},"author":2,"featured_media":340145,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[256,2574,2729,254,255,64,63,113,5044,8207,1996,105],"class_list":{"0":"post-340144","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artificial-intelligence","8":"tag-ai","9":"tag-amazon","10":"tag-anthropic","11":"tag-artificial-intelligence","12":"tag-artificialintelligence","13":"tag-au","14":"tag-australia","15":"tag-google","16":"tag-openai","17":"tag-report","18":"tag-tech","19":"tag-technology"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/340144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=340144"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/340144\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/340145"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=340144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=340144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=340144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}