AI-native service firms: agents do 90% of the work, humans review exceptions

The first category Greg Isenberg highlights is AI-native service firms. These are businesses where agents handle the bulk of delivery — not necessarily 100%, but something like 90% — while a human reviews exceptions and signs off on the final output. A concrete example is a bookkeeping firm for a specific niche: client records are ingested, agents prepare the books, a human catches any anomalies, and the client is charged for the completed monthly books — either as a flat fee or a per-completion rate. These businesses are attractive because they're high-margin, don't require many clients to be profitable, and are made possible right now by powerful new models. Greg also sees the same model working for creative services like logos-as-a-service or ads-as-a-service.