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As AI agents like Meta's Muse and OpenAI's dots handle tasks on behalf of users, websites need a way to verify a real person is actually behind each agent. World ID's Proof of Human system lets people prove they're unique individuals without revealing their identity, solving the problem that agent numbers are unlimited but humans are finite.
- Amazon already blocked Muse from shopping because the agent didn't disclose it was AI, showing websites will enforce rules about agent transparency and attribution as these tools scale
- Proof of Human matters for practical limits: rate limiting per person, counting unique customers, and preventing one person from gaming purchase allocations by running thousands of agents
- The system uses zero-knowledge proofs so agents can prove human backing without sharing personal data, and companies like Okta, Vercel, and Browserbase are already building it into their platforms