Something is happening right now, quietly, and most organizations still aren’t paying attention.
Not long ago, a customer would visit a website, compare prices, read terms, and purchase. A fully human process. But reality is shifting: more and more people are delegating these tasks to AI agents. The agent scans offers, analyzes terms, negotiates, and sometimes completes a purchase, all without the person leaving their chair.
It’s called Agentic Commerce. But what matters more than the name is what it means for organizations: the customer is no longer just a person. They’ve become a pair, a human and a system acting on their behalf.
Who Is the Customer Now?
This is the most fundamental shift. When an AI agent arrives at your website, it doesn’t experience the interface like a human. It isn’t impressed by beautiful design. It isn’t influenced by the marketing copy in your banner. It’s looking for data: price, availability, cancellation terms, service level. And if it can’t find that information in a clear, structured way, it moves on to the next option.
That means your organization now needs to speak to two types of “customers” simultaneously.
5 Things Every Manager Should Check Right Now
Before understanding what’s changing, it’s worth knowing where you stand. These are the five questions you should be asking:
1. Is our information accessible, not just convenient? Price, availability, terms, cancellation policy. If it’s all buried in text on a page, an AI agent won’t be able to work with it. Information needs to be organized and clear, not just nice-looking.
2. Does someone arriving at our site get answers, or just redirections? A site that makes a person search for four minutes to find a price will cause an AI agent to leave in seconds. Information accessibility is no longer just UX, it’s competitiveness.
3. Do we know what happens when an AI agent visits our site? Agents are already coming. It’s worth checking what they “see,” rather than waiting for it to become a problem.
4. Do we have visibility into our non-human traffic? Standard analytics measures human users. But some of your site visits are already non-human. This data will be critical for decision-making in the years ahead.
5. Does our team understand this topic? You don’t need to turn everyone into AI experts. But marketing managers, customer service, and product teams need to understand that the rules are changing, and that a customer can also be a system.
What Else Is Changing?
User experience isn’t disappearing, but it’s not enough
Until now, ease of use and accessible design were key metrics. They remain important, but they measure only half the picture. The other half is what the agent experiences when it reaches your system.
A term that’s starting to surface: Agent Experience (AX). How fast does your system respond? Is the data consistent? How many agent-to-agent interactions complete successfully? These are the next metrics.
The new interface isn’t the website, it’s the data behind it
In a world of Agentic Customers, how information is organized and presented becomes an interface in itself. Organizations that want to be accessible to AI agents will need to present information in formats a machine can read and compare, not just a human.
Why This Matters Beyond E-commerce
Because Agentic Customers isn’t limited to purchases. Agents are already booking meetings, sending information requests, comparing service providers, and collecting quotes. Any organization that interfaces with customers, suppliers, or partners will at some point face an agent on the other side of the conversation.
Organizations that start thinking about this early will be better positioned when it becomes the standard. And that will happen faster than most people expect.
At Digiproduct Solutions, we work with businesses that want to be ready for this shift.
That could mean restructuring how information is presented on your site, building a clear and accessible API, or simply having a conversation about where you stand today and what needs to change.
Want to know how your organization stands in this new world? We’d love to talk.