James LePage, Dir Engineering AI, co-lead of the WordPress AI Team, described the future of the Agentic AI Web, where websites become interactive interfaces and data sources and the value add that any site brings to their site becomes flattened. Although he describes a way out of brand and voice getting flattened, the outcome for informational, service, and media sites may be “complex.”
Evolution To Autonomy
One of the points that LePage makes is that of agentic autonomy and how that will impact what it means to have an online presence. He maintains that humans will still be in the loop but at a higher and less granular level, where agentic AI interactions with websites are at the tree level dealing with the details and the humans are at the forest level dictating the outcome they’re looking for.
LePage writes:
“Instead of approving every action, users set guidelines and review outcomes.”
He sees agentic AI progressing on an evolutionary course toward greater freedom with less external control, also known as autonomy. This evolution is in three stages.
He describes the three levels of autonomy:
- What exists now is essentially Perplexity-style web search with more steps: gather content, generate synthesis, present to user. The user still makes decisions and takes actions.
- Near-term, users delegate specific tasks with explicit specifications, and agents can take actions like purchases or bookings within bounded authority.
- Further out, agents operate more autonomously based on standing guidelines, becoming something closer to economic actors in their own right.”
AI Agents May Turn Sites Into Data Sources
LePage sees the web in terms of control, with Agentic AI experiences taking control of how the data is represented to the user. The user experience and branding is removed and the experience itself is refashioned by the AI Agent.
He writes:
“When an agent visits your website, that control diminishes. The agent extracts the information it needs and moves on. It synthesizes your content according to its own logic. It represents you to its user based on what it found, not necessarily how you’d want to be represented.
This is a real shift. The entity that creates the content loses some control over how that content is presented and interpreted. The agent becomes the interface between you and the user.
Your website becomes a data source rather than an experience.”
Does it sound problematic that websites will turn into data sources? As you’ll see in the next paragraph, LePage’s answer for that situation is to double down on interactions and personalization via AI, so that users can interact with the data in ways that are not possible with a static website.
These are important insights because they’re coming from the person who is the director of AI engineering at Automattic and co-leads the team in charge of coordinating AI integration within the WordPress core.
AI Will Redefine Website Interactions
LePage, who is the…
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