Who can keep up with the AI release cycle? Recently, it’s all about personal agents like GrokBot, Meta Muse, and now OpenAI’s Dots, all competing to be the agent that autonomously acts on your behalf. 

It began with the OpenClaw craze, with most people not knowing what to do with it, but hearing that it was somehow awesome. What the AI companies recognized, however, is the future will be filled with competent AI assistants tirelessly working on our behalf.

What does that mean for your website? Invariably, agents are already crawling your website, whether to include you in AI responses or to serve agents browsing on humans’ behalf. You’ve surely worked towards better AEO/GEO, but are you ready for the AI personal agent future?

I don’t believe AI agents will do all our shopping. People like to shop. They like to browse, contemplate, bookmark, come back later, text their spouse a “what do you think?” link. But there’s no world in which AI personal assistants won’t do shopping for us. (Amazon already blocked Muse from doing so because it threatens their $80 billion ad business—AI agents don’t care about ads.) Waiting until this behavior dominates your analytics means waiting to learn where you’re losing opportunities.

How agents experience your website

Agents can take different routes through a task. A browser agent may interpret screenshots, inspect the underlying page structure, or use accessibility labels to identify buttons and fields. 

Consider looking into product availability. A person recognizes a size selector and interprets the result. An agent needs to identify those controls, understand their relationship, and confirm what was returned.

An unlabeled selector or unclear confirmation can interrupt that process. 

Why your site may need work (and why it’s fixable)

Unless you’ve tested these journeys, human conversion performance tells you little about whether an agent can complete them.

Much of the work is technical and can be addressed through targeted improvements. We’ve developed agent-readiness tools that evaluate areas including discoverability, content accessibility, bot access, integrations, and commerce support. Those categories translate into practical questions:

  • Can agents reach you? Review crawl instructions and security settings so intended access isn’t accidentally blocked.
  • Can they understand you? Make essential facts available in readable content, with consistent pricing, specifications, and policies.
  • Can they operate the site? Give forms and controls meaningful labels, stable behavior, and clear success or error messages.
  • Can they bypass browsing the site altogether? This is a biggie. It’s practical to simply create an MCP for your website that an agent can just talk to instead of trying to browse it like a human. Let the robots talk robot to the robots.

Some fixes involve configuration or existing accessibility practices. Others require development. Emerging standards such as WebMCP can expose specific actions to compatible agents.

How much revenue is at stake?

Start with your analytics, then model the exposure using explicit assumptions.

For illustration, suppose an ecommerce site has 200,000 commercially relevant visits per month. If 5% involved delegated agent journeys, and avoidable friction blocked 20% of those journeys, 2,000 visits would be affected. At a comparable 3% purchase rate and $150 average order value, that represents $9,000 in potential monthly revenue exposure.

That’s a scenario, not measured lost revenue. But the AI agent numbers will only increase, so the impact will be exponential. What’s $9K a month now turns into $25K, then higher. 

The advantage starts with learning now

Prioritize journeys customers have a reason to delegate: product comparisons, provider research, availability checks, bookings, and repeat purchases.

Businesses testing those journeys now will identify barriers, fix them, and build evidence about what works. Waiting leaves that learning, and potentially those customers, to competitors.

Want to understand what’s at risk? Run our agent-readiness tool on your site. We’re always ready to help you assess agent readiness as a measurable growth opportunity, including the technical foundations, high-value journeys, and prioritizing improvements by potential business impact. 

Ready to turn ambitious growth goals into deeper customer connections and measurable business impact?