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We are in the basic redesign of the internet. Not a makeover. Whole body transplant.
For over 30 years, the Internet has been our playground, our workplace, our high street and therapist’s sofa. But it’s also completely designed for our simple humans, those types of people, click, click and scroll. Interface designed for the eyes. Navigation designed for fingers. Decision tree dressed up as a website.
But it’s the fact: we won’t be the main users of the network for longer.
AI agents based on Chatgpt, Copilot, Claude and Gemini are moving from passive assistants to active participants. Today, we ask them to do things for us. Tomorrow, we will authorize them to take action As us.
Now, we ask Ferrari to drive the pebbles.
AI has tried to operate within a world of human shape. Click the button. Drag the cursor. Fill out the form. It’s like wearing a robot in a glove and telling it to pretend it has fingers. Currently, it works but is very inefficient.
Remember when the car first appeared on the horse trail? OK, I don’t, but I know the story. It’s almost useless. Until someone realizes that speed requires a tarmac. The same logic applies to the network. Artificial intelligence agents are more than just digital drivers. They will be drivers for navigation, decisions and transactions. Quickly. There are no us in the loop.
We will need a new network.
AI agents require local machine design
What does the network look like when it is built for a machine?
soon. Invisible. trade. The page becomes the end point. Interface dissolution. There is no “Click here” button. Just the intention to flow between systems, unstructured contexts, naked functions, and the intent to flow between systems.
The API will become the new storefront. AI does not need to read product pages or scroll through review carousels. It needs to ask a question: “Is this the best choice based on user preferences, budgets and priorities?” It requires immediate answers.
The entire architecture of the Internet will be curved towards the local interface. Faster protocol. Clean metadata. Verified source. Trust becomes currency because AI cannot rely on resonance. Agents will evaluate source reliability, cross-check facts and learn from user results. Reputation, structure and verification signals will be more important than design.
Suddenly, “User Experience” has different meanings. You are not designed for distracted shoppers. You are designing a synthetic brain with infinite labels that has zero tolerance to friction.
Two networks, one future
So what happens next?
We may get two parallel networks. One is for visual, persuasive, slow humans. A machine for minimal, efficient and fast.
But more likely, the future is layered. Every digital surface requires machine-readable skin. Your website, your content, and your business are invisible if it is not optimized for autonomous agents.
This changes everything:
- SEO becomes MEO: Machine Experience Optimization.
- Content becomes data.
- Brand trust becomes more quantitative and transparent.
- Impact shifts from design to accessibility, from layout to delay.
Efficiency and trustworthiness become key website differentiation. Building AI-Ready front doors with this transformative brand early, not just a great landing page will flourish. . They will treat their AI compatibility in a way that has been dealt with mobile optimization or security.
Because in five years it won’t click Buy Now. This will be your AI agent, acting on your behalf, making hundreds of decisions every day – not only buying, but also scheduling meetings, booking trips, filtering content and negotiating in every area of digital life.
And it won’t choose the most beautiful website, it will choose the fastest, most reliable, most trustworthy and most readable website.
Bottom line
We don’t just upgrade our browser. We are rewriting the rules of the network.
The old internet was built for people. The new one will be built for the agent. Companies that recognize this and build infrastructure, content and interfaces are likely to have a future.
Just like the road to automobile evolution, the network will evolve into AI.
And the next digital revolution? It will be executed through a network of machines, machines, for (and most likely by them).
Justin Westcott leads Edelman’s global technology sector.
