Internet is not working. Technically not, it still connects billions of devices and transfers data at incredible speeds. But experience shows that this no longer works as it should.
Users waste time navigating apps, remembering passwords, re-entering information, and switching between tabs to get things done.
But that experience is about to change.
Advances in natural language interfaces and artificial intelligence (AI) agents that can query data, connect to other systems via application programming interfaces (APIs), and perform complex tasks are changing the way we interact online.
The result is the Internet agent, where autonomous agents perform tasks on behalf of people and companies.
When artificial intelligence starts working for us
So far, most AI tools have helped humans perform their tasks more efficiently. The next phase involves delegation, where agents act on behalf of users.
Instead of wasting time comparing prices or filling out forms, users can set their preferences and enable their digital agents to negotiate, execute and optimize transactions in the background.
This change allows people to focus on their intentions and decisions, while agents take care of the execution.
According to research from Cognizant, consumers using AI could be responsible for 55% of spending by 2030, worth more than $690 billion in the UK alone.
Similar models will emerge in industries such as banking, insurance and healthcare as digital interactions become agent-to-agent rather than human-machine.
The tipping point for agent adoption
The transition to this new model has been developing quietly for several years and is now accelerating.
Consumers who were once hesitant to trust algorithms are increasingly letting artificial intelligence perform certain tasks.
Leading platform providers have integrated AI into their core IT infrastructure, putting powerful tools directly into the hands of users and developers.
Enterprise APIs developed over the past decade to connect systems have inadvertently laid the foundation for autonomous transactions.
At the same time, connected devices generate a constant stream of data that agents can respond to without human intervention.
The foundations for an Internet of Agents have already been laid: what is changing is the speed at which companies must adapt.
The Rise of Agent Experience (AX)
For years, companies have focused on user experience (UX) to make it easier for them to navigate websites and applications. Agent Experience (AX) must increasingly be considered.
As autonomous AI agents begin to represent users, companies must create digital environments that machines can clearly read and understand.
The goal of AX is to ensure that the systems are comprehensible, reliable and efficient for software intermediaries who handle an increasing number of transactions, exchanges and exchanges.
Traffic from freelancers is already increasing and companies that ignore these new digital customers risk losing their visibility in the market.
Design for agents, not people
Design principles that work for individuals do not work for agents. Human-centered design is based on ambiguity, exploration, and emotional engagement.
Many consumers like to browse around, discover new products or be inspired by stories. For people, the process can be just as satisfying as the result.
Agents behave very differently. They value logic, precision and efficiency. When you hire an agent to buy a product, they don’t do the research.
It performs a clear search based on defined parameters and simultaneously evaluates several factors (price, delivery time, warranty and even sustainability impact) in milliseconds.
For agents, success is measured by the best outcome, not the journey.
This difference requires a new design approach. While human interfaces can be flexible and interpretive, agent-oriented systems must be structured and precise.
The data must be consistent and clear. APIs must behave predictably. Services must be built from the ground up, with machine insight in mind.
Rethink how organizations work
Agent experience is more than a technical challenge. It changes how organizations as a whole work. Product management teams must treat APIs as standalone products, while data teams must ensure clarity and consistency across all digital touchpoints.
Compliance and risk specialists will also play a key role in maintaining transparency and accountability in the behavior of autonomous agents.
Testing will also evolve. Instead of watching users browse websites, the teams will study how AI agents interact with APIs and data. Sandboxes allow companies to simulate agent behavior, discover vulnerabilities, and see how their systems perform in real-world conditions.
To achieve this, companies need dedicated, AX-focused, cross-functional teams. From AX Strategist to API Product Manager to Data Governance Specialist, new roles will emerge to integrate AX principles into the development process.
They will focus on API reliability and data accuracy, just as security and performance teams already do.
Cross-sector agency
Some industries are already developing faster than others. Retail and media are of course early adopters. Retailers will move from selling individual products to offering satisfying results, like a complete wardrobe or weekly meal plans.
At media and technology companies, however, agents manage subscriptions, package services and optimize access based on your preferences.
Other sectors, including insurance and healthcare, will act more cautiously due to regulatory and trust concerns. However, the potential is significant.
Medical equipment can instantly coordinate care, adjust medications or automatically schedule follow-up visits. Insurance products can adapt and react to changes in behavior or circumstances without human intervention.
Stay visible in an agent-driven world
Since agents handle most digital interactions, visibility will depend on machine readability. Traditional performance metrics, such as pageviews or conversion rates, are becoming less important.
Rather, success is measured by how often agents choose to interact with a company or include its services in a transaction.
Those who adapt quickly benefit from faster transactions, lower acquisition costs and deeper relationships built through continuous, automated engagement.
The Internet agent is already making its debut. Companies that begin to adapt now will be better positioned to remain visible and competitive as they grow.
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