---
title: "Browsing isn’t just a human activity anymore."
url: https://sam-page.com/thinking/browsing-isnt-just-a-human-activity-anymore
date: 2025-08-05
author: Sam Page
type: Post or article
categories: [Emerging tech and AI, Marketing]
reading_time: 2 min
summary: "AI agents are co-pilots that are starting to explore, filter and act on your behalf."
first_published: https://www.linkedin.com/feed/update/urn%3Ali%3AugcPost%3A7358473418167525376
---

# Browsing isn’t just a human activity anymore.

AI agents are co-pilots that are starting to explore, filter and act on your behalf.

They're not replacing human browsing (yet).

But they are starting to reshape how people research, compare, and choose brands online.

The big change that matters to you?

There are now two users to think about:

1. The human decision-maker.  
2. Their AI assistant / browser, working in the foreground and background.

For brands that have considered-purchase journeys, this will mean a big difference in the user journey and how they interact with your digital experience.

If your site isn't structured clearly, or your data isn't accessible and providing clear information, an agent might skip over it, before a person ever sees it.

To stay visible brands need to think SEO and beyond.

It's definitely time to start designing for agents as well as humans.

- Clear structure + mark-up  
- Trustworthy, accessible content  
- Clear signals of trust  
- An experience that can be interacted with by an Agent

I've written a short article about how you can start adapting your website / customer platforms for this shift.

Getting it right could be the difference between being shortlisted or skipped entirely!

Link in comments.

Has Agentic browsing come up in your internal conversations yet?

Reference: Video is of Comet, Perplexity's new Agentic Browser.