The rise of AI browsers introduces 'agents' that automate tasks like research and form submissions. To capture leads from these agents, websites must feature simple, easily parsable forms and navigation, creating a new dimension of user experience focused on machine readability.
Related Insights
Websites now have a dual purpose. A significant portion of your content must be created specifically for AI agents—niche, granular, and structured for LLM consumption to improve AEO. The human-facing part must then evolve to offer deeper, more interactive experiences, as visitors will arrive with their basic research already completed by AI.
As users shift from keywords to conversational prompts in AI browsers, SEO strategy must also evolve. The focus should be on creating 'answer-ready' content that directly and comprehensively addresses likely user questions, positioning your brand as a primary source for the AI to cite.
Instead of guessing how to make your site more compatible with new AI browsers, directly ask the AI itself. Prompt ChatGPT with your URL and ask what changes are needed on your site to ensure the right answers appear when users search with the Atlas browser.
The audience for marketing content is expanding to include AI agents. Websites, for example, will need to be optimized not just for human users but also for AI crawlers that surface information in answer engines. This requires a fundamental shift in how marketers think about content structure and metadata.
As users delegate purchasing and research to AI agents, brands will lose control over the buyer's journey. Websites must be optimized for agent-to-agent communication, not just human interaction, as AI assistants will find, compare, and even purchase products autonomously.
Marketers can leverage AI browsers to automate competitive research. By opening tabs for multiple competitors, you can prompt the AI to instantly analyze and synthesize their pricing models, lead capture methods, and go-to-market strategies, replacing hours of manual work.
The evolution of search won't stop with LLMs. The next stage involves autonomous AI agents that complete tasks like booking travel on a user's behalf. Marketers must shift their focus from answering human queries to ensuring their products and services are discoverable and selectable by these agents.
AI-powered browsers can instantly open tabs for all your competitors and then analyze their sites based on your prompts. Ask them to compare pricing pages, identify email collection methods, or summarize go-to-market strategies to quickly gather competitive intelligence.
The rise of AI agents means website traffic will increasingly be non-human. B2B marketers must rethink their playbooks to optimize for how AI models interpret and surface their content, a practice emerging as "AI Engine Optimization" (AEO), as agents become the primary researchers.
As users increasingly deploy AI agents to research products and fill out forms, websites with complex or non-standard form fields will lose leads. Marketers must optimize for both human and AI agent usability to capture these automated demo requests.