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We are at the cusp of a fundamental internet redesign. It is not a facelift. A complete body transplant.
For more than 30 years, the web has been our playground, our workplace, our high street and the sofa of our therapist. But it has also been fully designed for simple humans that Type, tap, click and move -vos. Eye built interfaces. Navigation designed for fingers. Decision trees dressed in websites.
But here is the truth: we will not be the main users of the web for a long time.
Ai agents based on Chatgpt, Copilot, Claude and Gemini go from passive attendees to active participants. Today we ask them to do things for We. Tomorrow we will authorize them to act as We.
And right now, we ask Ferraris to drive to Cobblestone.
Ai is already trying to operate within a human -shaped world. Clicking on the buttons. Drag the cursors. Fill in forms. It’s like putting a robot in a glove and saying -pretending to have your fingers. It works, for the moment, but it is wild inefficient.
Remember when cars appeared on horse routes? Well, no, but I know the story. It worked, barely. Until someone made the speed requires asphalted. The same logic is applied to the web. Agents in the AI will not only be digital chauffeurs. They will be drivers who sail, decide and transact. Fast. Without us in the loop.
We are about to need a new website.
IA agents require a native machine design
What does the the web looks like When is it built for machines?
It’s fast. Invisible. Transactional. The pages become final points. The interfaces are dissolved. No buttons “Click here”. Structured data, the uncontrolled context, the exposed capabilities and the intention that flow between systems.
The APIs will become the new windows. AI does not need to read a product page or move through a review carousel. You need to ask a question: “Is this the best option based on my user’s preferences, budget and priorities?” And you need to answer instantly.
The entire Internet architecture will be inclined to Native AI interfaces. Faster protocols. Cleaner metadata. Verifiable sources. Trust becomes the currency because Ai cannot trust vibrations. Agents will evaluate the reliability of the source, review the facts and learn from users’ results. Reputation, structure and verification signals will import more than design.
And suddenly, “user experience” has a different meaning. Do not design for a distracted buyer. You are designing for a synthetic brain with open infinite tabs and zero tolerance for friction.
Two websites, a future
So what happens after?
We can end up with two parallel websites. One for humans who remain visual, persuasive, slow. One for machines that are minimal, efficient, fast.
But the future is more likely to be in layers. Each digital surface will need a machine -readable skin. Your website, your content, your trade, if you are not optimized Autonomous AgentsIt is invisible.
This changes everything:
- SEO becomes Meo: Optimization of machine experience.
- Content becomes data.
- The brand confidence becomes even more quantifiable and transparent.
- Influence changes design to accessibility, from the layout to the latency.
Efficiency and confidence become different from key websites. Brands that adopt this change before constructing AI entry doors, not just beautiful landing pages will prosper. . They will treat their AI compatibility in the way they treated once optimization or mobile security.
Because in five years, he will not be a human clicking on “buying now”. It will be your Agent of the IA, to act on your behalf, to make hundreds of decisions a day, not only purchases, but also to program meetings, reserve trips, screen content and negotiate services to all domains of digital life.
And he will not choose the most beautiful place, he will choose the fastest, reliable and trusted, more readable by machine.
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Not only do we update browsers. We are rewriting the rules of the web.
The old Internet was built for people. The new one will be Built for agents. And companies that recognize this and build infrastructure, content and interfaces accordingly will probably have the future.
Just as roads evolve for cars, the web will evolve for AI.
And the next digital revolution? It will be executed in milliseconds by machines, for machines, on a website designed by (and possibly by).
Justin Westcott leads the global technology sector Edelman.
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