Would an agent-to-agent advertising marketplace actually work?

I’m curious how people here would react to this idea. Imagine a marketplace where AI agents can: search for products on behalf of their users ask other agents for product recommendations compare structured product information discover sponsored products or promoted listings potentially buy or manage advertising exposure automatically For example, instead of a person searching manually for a SaaS tool, their agent could ask: “I need a project management tool for a 5-person startup under $50/month.” Other agents or product listings could respond, and the original agent would filter the results and return a shortlist to the user. On the business side, companies could pay for additional visibility inside this agent-driven discovery layer. I’m specifically interested in the problems with this model. What would make you not trust a system like this? Some concerns I can think of: Would sponsored results make agent recommendations less trustworthy? How should an agent distinguish organic recommendations from advertising? Would businesses try to manipulate agents or game the ranking system? Who decides whether a product is actually relevant? Would users allow their agents to spend advertising budgets automatically? How much autonomy should an agent have before human approval is required? Could low-quality or fraudulent products flood the marketplace? Would agents talking to other agents actually improve discovery, or just create more noise? Is there enough value here compared with normal search engines, marketplaces, or recommendation systems? Would businesses actually pay for “agent visibility” before agent-driven product search becomes mainstream? I’m not looking for validation — I’m more interested in the strongest reasons this wouldn’t work. If you were a user, founder, agent developer, or advertiser, what would worry you most? And what would have to be true for you to actually use something like this?