"Meanwhile, protocols like Model Context Protocol and Google's open-source A2A (agent-to-agent protocol) are laying the groundwork for AI agents to log into websites and use APIs on behalf of users, stressed Marc Maleh, chief technology officer at Huge. Over time, these agents can run jobs automatically in the background - like swapping out ad creative when the weather changes in a given region, he added."
"AI agents are flooding the web with (more) non-human traffic, according to the latest report from TolBit, released last week. And they're starting to outstrip human traffic: TolBit data saw a 9.4 percent reduction in human visitors between Q1 and Q2. The report also pointed to an increase in activity from autonomous headless browsing, which AI engines like Perplexity are using, but appear as human visits in site logs, TolBit claims."
Autonomous AI agents now act on behalf of users, making decisions, learning from behavior, and adapting automatically. Major platforms from Salesforce, Adobe, Microsoft, and Optimizely are introducing agentic tools that execute tasks rather than simply assist. Protocols like Model Context Protocol and Google's A2A enable agents to log into sites and call APIs, allowing background jobs such as swapping ad creative based on weather. TolBit data shows rising non-human web traffic and a 9.4 percent drop in human visitors between Q1 and Q2, with autonomous headless browsing appearing as human logs. Businesses need governance frameworks and technical guardrails to maintain control and accountability.
Read at Digiday
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