Feeling behind on MCP? Here’s what three insiders shared at MXP San Francisco.

At MXP San Francisco, a panel of executives from OneSignal, Customer.io, and HG Insights discussed their experiences and challenges in building and implementing the MCP (Model-Conditioned Programming) protocol, highlighting how their journeys were largely reactive rather than planned. Each company faced unique challenges, from Customer.io's initial struggle with read-only versions to OneSignal's customer-driven push into MCP development. The session underscored the realization that technology alone isn't the differentiator; instead, the true value lies in embedding subject matter expertise within the MCP to provide meaningful context and insights. Ellen Wong of OneSignal emphasized that customers seek reliable and seamless workflows, not necessarily the ability to build everything themselves. The panelists acknowledged the difficulties in measuring the efficacy of MCP integrations, noting that traditional metrics like tool call volume can be misleading without understanding user intent. They also discussed the evolving landscape, with a prediction that the focus will eventually shift from MCP to agent-based solutions, as the underlying technology becomes a means to an end rather than the focal point.