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We’re on the cusp of a elementary 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 totally designed for us easy people who sort, faucet, click on and scroll. Interfaces constructed for eyes. Navigation designed for fingers. Choice timber 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 members. At the moment, 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 attempting 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 faux it’s bought fingers. It really works, for now, however it’s wildly inefficient.
Keep in mind when automobiles first appeared on horse trails? Effectively, I don’t however I do know the story. It labored, barely. Till somebody realized pace 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, determine and transact. Quick. With out us within the loop.
We’re about to wish a brand new internet.
AI brokers require machine-native design
What does the internet seem like when it’s constructed for machines?
It’s quick. Invisible. Transactional. Pages turn into endpoints. Interfaces dissolve. There aren’t any “click on right here” buttons. Simply structured information, unstructured context, uncovered capabilities and intent flowing between programs.
APIs will turn into the brand new storefronts. AI doesn’t have to learn a product web page or scroll via a assessment carousel. It must ask one query: “Is that this the best choice based mostly on my person’s preferences, price range and priorities?” And it wants that reply immediately.
The complete structure of the web will bend towards AI-native interfaces. Quicker 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 information and be taught from person outcomes. Repute, construction and verification alerts will matter greater than design.
And out of the blue, “person expertise” takes on a special which means. You’re not designing for a distracted shopper. You’re designing for an artificial mind with infinite tabs open and nil tolerance for friction.
Two webs, one future
So what occurs subsequent?
We might find yourself with two parallel webs. One for people that continues to be 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 every part:
- website positioning 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 turn 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 best way they as soon as handled cellular optimization or safety.
As a result of in 5 years, it gained’t be a human clicking “purchase now.” It’ll be your AI agent, performing in your behalf, making lots of of selections a day — not simply purchases, however scheduling conferences, reserving journey, screening content material and negotiating providers throughout each area of digital life.
And it gained’t select the prettiest website, 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 foundations of the online.
The previous web was constructed for individuals. The brand new one can be constructed for brokers. And the businesses that acknowledge this and construct infrastructure, content material and interfaces accordingly, will almost definitely personal the long run.
Identical to roads advanced for automobiles, 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 probably by) them.
Justin Westcott leads the worldwide expertise sector for Edelman.
