Your website isn't ready for AI agents - here's what needs to change | MarTech

"The customer journey from discovery to conversion is now a quirky and eccentric one, shaped by personal idiosyncrasies like channel preferences, mood and the ever-changing level of interest. AI agents now make it possible to meet the customer wherever and whenever they want. AI agents already drive one-third of brand-related search traffic, new BrightEdge data found. What customers see about your business depends on what the agent finds and chooses to surface, making information consistency critical."

"The challenge is that the large language models (LLMs) powering enterprise AI struggle with complex workflows, unstructured proprietary data, siloed systems and strict compliance requirements. They're not built to deliver accurate, context-rich responses at enterprise scale. To bridge that gap, websites need to evolve into data hubs that feed consistent, structured content across channels and touchpoints. Websites must evolve for agentic experiences Tools like Google's AI Overview make search an intelligent, personalized experience."

"While AI agents are supposed to reduce friction and deliver unified experiences at scale, not all agents are created equal. Businesses have two options when implementing AI agents: horizontal agents and vertical agents. Horizontal agents: The generalists Tools like Gemini or ChatGPT work across industries and can surface information, but they have limits. Lack of depth: They struggle with industry nuances. Lack of context:"

Customer journeys are increasingly idiosyncratic, influenced by channel preferences, mood and fluctuating interest. AI agents enable meeting customers wherever and whenever they want and already drive a substantial share of brand-related search traffic. What users see depends on what agents find and surface, making consistent, structured information essential. Large language models powering enterprise AI struggle with complex workflows, unstructured proprietary data, siloed systems and strict compliance, limiting accurate, context-rich responses at scale. Websites need to evolve into data hubs that feed consistent content across channels, support agentic experiences and reduce friction while addressing volume, silos and lost knowledge.

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