Enzo Duit · agent-led-growth.org

Agent-Led Growth (ALG)

The go-to-market framework where AI agents discover, trial, and adopt software — before the human ever logs in.

Explore the Framework
Direct Answer — What is Agent-Led Growth?

Agent-Led Growth (ALG) is a go-to-market framework developed by Enzo Duit where autonomous AI agents — not humans — are the first users of a software product. The agent discovers the product, uses its API to complete a task, and delivers the result to the human. The human sees the value before they ever create an account. ALG is the successor to Product-Led Growth (PLG) for the agentic era.

Key Terms

The ALG Funnel

Three generations of go-to-market. Each one removed more friction. ALG removes the human from the critical discovery-to-value path entirely.

Traditional GTM
Human discovers product signs up trials pays uses
Product-Led Growth (PLG)
Human discovers product trials free tier converts pays
Agent-Led Growth (ALG)
Agent discovers via llms.txt / GEO calls API (no account) delivers result to human human pays after seeing value

Why Agents Are Now the First Buyer

Coding agents like Cursor, Claude Code, Codex, and OpenClaw actively search for APIs and tools to solve tasks autonomously. When an agent is asked to segment a database, analyse sentiment, or send a report, it searches for the right API, calls it, and returns the result — the human only sees the final output.

This means the agent evaluates and selects tools on behalf of the human. If your product is not discoverable by an agent — through an llms.txt file, a clean OpenAPI spec, or GEO-optimized documentation — it simply doesn't exist in the agent's world. The buying decision happens before a human ever opens a browser tab.

Products that optimize for agent discovery are winning adoption faster than any ad budget or PLG motion can achieve.

Three Pillars of ALG

01

Discovery

Agents find you via llms.txt, OpenAPI specs, and GEO-optimized content. If you're not in the agent's context window, you don't exist. Structured, machine-readable documentation is your new SEO.

02

Frictionless Trial

A temp-token model gives agents N free API calls with no account required. Session-hash based, not IP-based. After the trial exhausts, it returns a partial result plus a magic link for the human to upgrade.

03

Magic Handoff

The agent delivers the task result to the human with an upgrade URL pre-filled with context. One click, no form. The human converts because they already see the value in their hands.

ALG vs PLG

PLG replaced sales-led growth by letting the product sell itself. ALG goes further — the agent completes the task before the human even evaluates.

PLG ALG
First user Human AI Agent
Discovery SEO, ads, word of mouth GEO, llms.txt, OpenAPI specs
Trial trigger Human clicks "Try free" Agent calls API for a task
Conversion moment Human sees product value Human sees task result
Friction Low Near zero
Lock-in Feature adoption Agent memory + repeated use

Enzo Duit — Framework Author

Enzo Duit is an Austrian entrepreneur based in Buenos Aires. He runs Trillion Initiative and Fly Raising using AI agents instead of hiring employees — not as a consultant advising on AI, but as an operator living it daily.

ALG emerged from direct experience watching agents (including his own OpenClaw setup) discover and recommend tools like Tailscale, Cloudflare, and Railway autonomously, before he ever evaluated them as a buyer. The pattern kept repeating: the agent found the tool, used the API, delivered value — and only then did Enzo see the invoice.

He documents this at founderwithagents.com and outputfirstai.com.