New artificial intelligence agents that can autonomously perform tasks online may significantly reduce the need for direct human interaction with websites. In a recent newsletter, web expert Jens Jacobsen describes how this technology could make many websites become invisible background infrastructure. He argues their primary role would shift from serving human users to providing data for AI.
Jacobsen tested the new agent function in ChatGPT by asking it to make a restaurant reservation. The agent independently navigated the restaurant’s website, handled a fully booked scenario by trying an alternative location, and prepared the final booking form for his confirmation.
Based on this experience, Jacobsen outlines two possible futures. In one, websites lose their relevance as user interfaces, becoming mere data suppliers for agents that handle routine tasks like booking travel. In the other, websites remain crucial for complex or expensive purchases where brand trust and emotional connection are important.
Jacobsen concludes that a hybrid scenario is most likely. While agents will take over standard transactions, websites will become even more critical for high-stakes decisions. He advises website operators to prepare by creating high-quality, modular content and structuring their data so that it can be easily processed by both AI agents and humans.