1. The Human Web Is Evolving
For 25 years, we’ve been designing the web for human eyes.
Big photos. Fancy animations. That one video that autoplays just when you least expect it.
We obsessed over how it looks.
And it worked! The web became beautiful – a digital showroom for human attention.
But here’s what’s changed: today, not everyone visiting your website is … human.
Bots, crawlers, and AI agents are quietly reading your site, too – and they couldn’t care less about your parallax scroll or that hero image you spent three meetings discussing.
Now, I don’t think “the human web is dying.”
It’s just expanding.
We still need websites that are gorgeous for people .. but we also need to make them understandable for machines.
It’s no longer humans vs. bots –> it’s humans and bots.
2. The Machine Web Is Here
Your website already lives a double life.
- One version for humans .. the pretty one.
- And another for machines .. the stripped-down, structured one.
That second version is what AI search engines like ChatGPT, Perplexity, and Gemini actually read.
Tools like Prerender.io help make your website fast and crawler-friendly by serving static, machine-optimized versions.
That’s a smart start .. but it’s worth noting that modern, API-first CMS platforms already handle this pretty well.
Systems like Storyblok, for example, are built with structured content and static site generation in mind. They’re fast, headless, and future-proof .. basically what crawlers dream about when they go to sleep.
(If you like comparison tables, this one by Tom Peham is worth a look.)
Soon, though, even that won’t be enough.
Websites will need to expose an AI-ready data view, like a JSON summary of your entire company: your catalog, services, policies, and brand knowledge.
Basically, your website’s “API twin.”
3. Beyond the Commoditization Myth
Now, some people say: “If everything becomes data, won’t all brands look the same? Won’t AI agents just buy the cheapest running shoes?”
Sounds logical.
But I don’t buy it (pun intended).
If that were true, brand marketing wouldn’t matter anymore and the opposite is happening.
The stronger your brand, the more visible you are in AI systems like ChatGPT.
Why? Because AIs learn from the internet … and the internet favors brands with clarity, consistency, and reputation.
Strong brands have better entity relationships. They’re connected across content, mentions, and products in ways AI models can understand.
So rather than turning the web into a commodity market, AI is amplifying the importance of brand trust and recognition.
Think of it like this:
Data gets you found.
Brand gets you chosen.
4. Rise of the Agentic Web
Now let’s go one step further.
What if your website didn’t just publish information … but actually talked back?
That’s where we’re heading. The Agentic Web.
Your website won’t just serve HTML or JSON. It’ll become an agent (not a spy hopefully ;-), an agent, representing your company in conversations with other agents.
Imagine this:
A user’s AI assistant says,
“Find me a beginner triathlon plan under €100.”
Your website’s agent replies,
“Sure. And if your athlete also books a nutrition add-on, I can offer a 10% discount.”
Deal done. No clicks. No checkout flow. Just agents doing business.
It’s not science fiction … it’s where the web is heading.
From static pages → to structured data → to negotiating websites.
Your website will become your brand’s digital twin, a piece of your business logic that can reason, negotiate, and act.
Technologies like MCP (Model Context Protocol) might be the bridge enabling these AI-to-AI conversations safely and securely.
The future web isn’t about ranking.
It’s about competing intelligently.
Reference – Study Agentic Web: Weaving the Next Web with AI Agents
5. Why Most Brands Aren’t Ready
Here’s the uncomfortable part: most brands are still stuck in 2015.
Their CMS is a content soup.
Their product data lives in ten spreadsheets.
Their APIs are … well, let’s not talk about that.
Meanwhile, AI crawlers don’t care about your fonts or animations, they look for structured meaning.
Without structured data, knowledge graphs, or conversational APIs, most companies won’t be visible to AI systems at all.
And that’s a problem, because aggregators like Booking.com or Amazon are ready. They already act as AI intermediaries. When AI agents shop, they’ll likely go there first.
Unless individual brands start building their own agentic foundations – now.
6. Preparing for the Agentic Future
You don’t need to panic-rebuild your website tonight.
But you should start laying the groundwork.
🧩 Step 1: Track your AI visibility
First, find out how you appear in AI search results.
That’s exactly what we’re doing at Otterly.AI – helping brands see how they show up in ChatGPT, Perplexity, Gemini, and Copilot.
If you’re invisible there, you’re invisible to tomorrow’s customers.
⚙️ Step 2: Optimize for AI understanding
We call it Generative Engine Optimization (GEO) – the next generation of SEO.
Where SEO optimizes for keywords, GEO optimizes for AI comprehension.
That means:
- Clear structured data (ie. schema.org, SEO basics, JSON-LD).
- Fast, cached, optimized pages (via Prerender.io or static site generators).
- Consistent facts and tone across your ecosystem.
GEO isn’t about gaming the system – it’s about teaching AI who you are and why you matter.
🤝 Step 3: Build your brand’s knowledge base
Structure and GEO-optimize your content, your pricing logic, your business rules.
Soon, your site won’t just describe your brand – it’ll act on its behalf.
🚀 Step 4: Start experimenting
Try conversational APIs.
Test agentic prototypes.
Today, they might just answer FAQs. Tomorrow, they’ll negotiate deals while you sleep.
7. The Grand Finale
We’re on the edge of something huge.
The web we’ve known – visual, scrollable, human – isn’t going away.
It’s just gaining a new dimension.
Soon, your next customer won’t click “Buy.”
Their AI will have a quick chat with your website’s AI.
And if they like each other, a sale happens.
Brands that prepare now that build structure, visibility, and personality into their digital DNA will own that future.
Because tomorrow’s web won’t just be viewed.
It’ll be negotiated.
And your website?
It won’t just sit there.
It’ll talk back.