Devices like the Rabbit R1 represent a fundamental threat to the current digital advertising model, which is built almost entirely on capturing user attention through visual interfaces.

Here’s why they are a problem:
1. They Bypass the Visual Interface (and the Ads on It)
The vast majority of digital advertising is visual: banner ads, sponsored posts in a social feed, pre-roll video ads, etc. These ads require a screen and an interface where they can be displayed.

Problem: The Rabbit R1 is an "interface-less" device. Its primary mode of interaction is voice. When you ask it to order a pizza, its AI agent completes the task in the background. You never see the Domino's app, which means you never see the pop-up ad for their new cheesy bread or the banner promoting a 2-for-1 deal.

2. They Break the Conversion Funnel
Brands spend millions optimizing their websites and apps to guide users through a specific journey (the conversion funnel). This includes upsells, cross-sells, and collecting data with pixels for retargeting.

Problem: The R1’s "Large Action Model" (LAM) is designed to execute the final action directly. A user might say, "Book the cheapest flight to Miami next Tuesday." The R1's AI will find and book that flight, completely bypassing the airline's website, its high-margin seat selection page, the "add a rental car" offer, and the travel insurance upsell. The entire optimization strategy becomes irrelevant.

3. The AI Becomes the New Gatekeeper
Currently, Google and Meta are the gatekeepers of attention. Brands pay them to get in front of users. In a world of AI agents, the AI itself becomes the gatekeeper of commerce.

Problem: A user might say, "Order me some good pizza." They won't specify a brand. The AI will then make a choice based on its own logic—user history, price, delivery speed, or ratings. The crucial question for marketers becomes: How do you advertise to an AI?
Do brands have to pay Rabbit to be the "default" pizza option?
Does it become a new form of SEO, where brands have to structure their data perfectly so the AI prefers them?

4. They Eliminate Discovery-Based Advertising
A huge portion of advertising, especially on social media, relies on serendipitous discovery. You're scrolling through your feed and see an ad for a product you never knew you needed.

Problem: The Rabbit R1 is an intentional device. It has no social feed, no browser, and no ecosystem of distraction. You use it when you already know what you want to do. This completely eliminates the business model for brands that rely on impulse buys and discovery-driven ads.

The philosophy of these AI devices—speed, efficiency, and zero distraction—is the exact opposite of the philosophy of the modern advertising industry, which thrives on engagement, screen time, and optimized user journeys.