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Ravi Surampudi, Senior Manager, GTM at Workday, believes the next big shift in social platforms won’t simply be about more automation — it will be about who controls how interactions are discovered, shaped and acted upon. In this conversation, he unpacks why Meta’s latest moves point to something far more strategic than a typical acquisition, describing it as an infrastructure play designed to influence how AI agents discover, respond and coordinate with one another. That framing opens up a much bigger conversation about where social engagement is heading, and why brands should be paying close attention now.
One of the most compelling themes is the growing risk that agent-driven spaces could blur the line between authentic engagement and engineered influence. Ravi highlights impersonation, shallow interactions and “viral engineering” as major concerns, particularly in environments where one company could control the agents, the discovery layer and the rules of engagement at once. The implication is striking: customer journeys on social platforms may no longer be shaped only by people and content, but by invisible systems capable of steering decisions at scale. It’s a sharp warning that turns a headline about AI into a much more urgent discussion about trust, control and customer behavior.