Innovations are coming at marketers and consumers faster than before, raising the question: Are we actually ready for the agentic web?
To answer that question, it’s important to unpack a few supporting ones:
- What’s the agentic web?
- How can the agentic web be used?
- What are the pros and cons of the agentic web?
It’s important to note that this article isn’t a mandate for AI skeptics to abandon the rational questions they have about the agentic web.
Nor is it intended to place any judgment on how you, as a consumer or professional, engage with the agentic web.
With thoughts and feelings so divided on the agentic web, this article aims to provide clear insight into how to think about it in earnest, without the branding or marketing fluff.
Disclosure: I am a Microsoft employee and believe in the path Microsoft’s taking with the agentic web. However, this article will attempt to be as platform-agnostic as possible.
What’s the agentic web?
The agentic web refers to sophisticated tools, or agents, trained on our preferences that act with our consent to accomplish time-consuming tasks.
In simple terms, when I use one-click checkout, I allow my saved payment information to be passed to the merchant’s accounts receivable systems.
Neither the merchant nor I must write down all the details or be involved beyond consenting to send and receive payment.
For fun, I put this question to four different AI models, and the responses are telling:
- Copilot: “The agentic web is an emerging layer of the internet where AI agents can reason and take actions on behalf of people or organizations, turning expressed intent into outcomes while preserving user choice, transparency, and control.”
- Gemini: “The agentic web is an evolution of the internet where autonomous AI agents – rather than just human users – interact with websites, APIs, and each other to perform complex tasks and make decisions on our behalf. “
- Perplexity: “The agentic web is an emerging phase of the internet where autonomous AI agents act as the primary interface, navigating, interpreting, and taking actions across websites and services on behalf of users with minimal human involvement.”
- Claude: “The agentic web is an evolution of the internet where AI agents autonomously navigate, interact with, and complete tasks across websites and services on behalf of users.”
I begin with how different models answer the question because it’s important to understand that each one is trained on different information, and outcomes will inevitably vary.
It’s worth noting that with the same prompt, defining the agentic web in one sentence, three out of four models focus on diminishing the human role in navigating the web, while one makes a point to emphasize the significance of human involvement, preserving user choice, transparency, and control.
Two out of four refer to the agentic web as a layer or…
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