Today, around 95% of the traffic to your website is still human. But that statistic is about to become as outdated as the feature phone.
Think about something as ordinary as flying from London to New York. Let's say you need a hotel, a rental car and a flight with an aisle seat and a vegan meal. Today, you open half a dozen browser tabs, visit airline websites, hotel platforms and aggregators, compare endless options and, after an hour or two, make a decision simply because you've reached the limits of your patience. Did you find the best deal? Probably not.
Now imagine a completely different experience. Instead of visiting websites yourself, you simply tell your AI agent what you need. That agent delegates the task to specialized agents, which negotiate directly with airlines, hotels and mobility providers. A few moments later, your agent comes back with a recommendation: I found the best combination of flights, hotel and transport for your preferences. Would you like me to book it? You can say "yes". Or you can say, "Keep looking until you find something that's 15% cheaper."
That's a completely different type of internet. Businesses will no longer optimize their website for human visitors scrolling through pages and clicking buttons. They will be optimizing it for intelligent agents that don't care about your homepage, your branding or your carefully designed customer journey. They care about structured data, availability, pricing, trust and the ability to complete a transaction.
For more than thirty years we've designed digital experiences for humans. The next generation of digital business will increasingly be designed for machines acting on behalf of humans.