Enterprise software incumbents have learned from the consumer web: the platform that sits between the user and the task captures the margin, the data, and the switching cost. The new standard backed by Google, Microsoft, and Salesforce is that logic applied to agentic AI — a coordinated attempt to ensure that when a worker automates a workflow, the action runs through Salesforce's CRM or Microsoft's productivity stack, not through a ChatGPT agent that bypasses those systems entirely .
This is why compliance tooling like local AI firewalls that intercept data flows to frontier models has grown alongside enterprise AI adoption — enterprises already understand that the question of which system sees the data is the question of who owns the relationship. A standard that answers that question in favor of incumbent platforms is not a technical specification; it is a market structure decision.