New essay: LLMs vs. Marketplaces.

LLMs are on a collision course with marketplaces.

Many are predicting that LLMs will get between the customer and the platforms, spelling economic ruin for major companies like DoorDash, Amazon, and Airbnb.

These predictions are mainly overblown.

Yes, some marketplaces are going to have a rough go of the LLM era. But many will be just fine, especially if they run the playbook I outline at the end of the essay.