The agentic web: Your website is about to become a workflow

The web, as we know it, is about to disappear. Not the infrastructure, but the paradigm of PageRank, clicks, and funnels that has defined digital commerce for three decades. In the coming weeks, not years, agentic AI will transform websites from destinations into API endpoints, and user journeys into autonomous workflows.
Agents Will Break the Web
Most of the KPIs in your marketing dashboard are likely to become irrelevant. Conversion rates assume human visitors. Session duration implies browsing. Even attribution models presuppose conscious decision-making. When an agent books a flight across dozens of different APIs, which touchpoint gets credit?