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We’re on the cusp of a basic redesign of the web. Not a facelift. A full-body transplant.
For greater than 30 years, the online has been our playground, our office, our excessive avenue and our therapist’s sofa. Nevertheless it’s additionally been fully designed for us easy people who kind, faucet, click on and scroll. Interfaces constructed for eyes. Navigation designed for fingers. Determination bushes dressed up as web sites.
However right here’s the reality: We’re not going to be the online’s major customers for for much longer.
AI brokers based mostly on ChatGPT, Copilot, Claude and Gemini are transferring from passive assistants to energetic contributors. At present, we ask them to do issues for us. Tomorrow, we’ll authorize them to behave as us.
And proper now, we’re asking Ferraris to drive on cobblestone.
AI is already making an attempt to function inside a human-shaped world. Clicking buttons. Dragging cursors. Filling out varieties. It’s like placing a robotic in a glove and telling it to fake it’s obtained fingers. It really works, for now, nevertheless it’s wildly inefficient.
Keep in mind when vehicles first appeared on horse trails? Effectively, I don’t however I do know the story. It labored, barely. Till somebody realized velocity requires tarmac. The identical logic applies to the online. AI brokers aren’t going to simply be digital chauffeurs. They’re going to be drivers that navigate, resolve and transact. Quick. With out us within the loop.
We’re about to wish a brand new net.
AI brokers require machine-native design
What does the online appear like when it’s constructed for machines?
It’s quick. Invisible. Transactional. Pages change into endpoints. Interfaces dissolve. There are not any “click on right here” buttons. Simply structured information, unstructured context, uncovered capabilities and intent flowing between programs.
APIs will change into the brand new storefronts. AI doesn’t have to learn a product web page or scroll by a overview carousel. It must ask one query: “Is that this the most suitable choice based mostly on my consumer’s preferences, funds and priorities?” And it wants that reply immediately.
The whole structure of the web will bend towards AI-native interfaces. Sooner protocols. Cleaner metadata. Verifiable sources. Belief turns into the forex as a result of AI can’t depend on vibes. Brokers will assess supply reliability, cross-check details and be taught from consumer outcomes. Status, construction and verification alerts will matter greater than design.
And all of the sudden, “consumer expertise” takes on a special that means. You’re not designing for a distracted shopper. You’re designing for an artificial mind with infinite tabs open and 0 tolerance for friction.
Two webs, one future
So what occurs subsequent?
We could find yourself with two parallel webs. One for people that is still visible, persuasive, gradual. One for machines that’s minimal, environment friendly, quick.
However extra seemingly, the long run is layered. Each digital floor will want a machine-readable pores and skin. Your web site, your content material, your commerce, if it’s not optimized for autonomous brokers, it’s invisible.
This adjustments all the pieces:
- search engine marketing turns into MEO: machine expertise optimization.
- Content material turns into information.
- Model belief turns into much more quantifiable and clear.
- Affect shifts from design to accessibility, from format to latency.
Effectivity and trustable change into key web site differentiators. The manufacturers that embrace this shift early to construct AI-ready entrance doorways, not simply fairly touchdown pages will thrive . . They are going to deal with their AI compatibility the way in which they as soon as handled cell optimization or safety.
As a result of in 5 years, it received’t be a human clicking “purchase now.” It’ll be your AI agent, performing in your behalf, making tons of of selections a day — not simply purchases, however scheduling conferences, reserving journey, screening content material and negotiating companies throughout each area of digital life.
And it received’t select the prettiest web site, it’ll select the quickest, most dependable and reliable, most machine-readable one.
Backside line
We’re not simply upgrading browsers. We’re rewriting the principles of the online.
The previous web was constructed for folks. The brand new one will likely be constructed for brokers. And the businesses that acknowledge this and construct infrastructure, content material and interfaces accordingly, will most certainly personal the long run.
Identical to roads developed for vehicles, the online will evolve for AI.
And the subsequent digital revolution? It’ll be executed in milliseconds by machines, for machines, on an online designed for (and fairly presumably by) them.
Justin Westcott leads the worldwide know-how sector for Edelman.
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