Race to control the next era of the internet: The fight for your digital front door has begun

Google's shift from a search-and-click interface to a chat-and-do model, driven by generative AI, marks a significant change in the way users interact with the internet. This transition is led by the emergence of new "agentic browsers" that act as assistants, fulfilling requests rather than just providing links. This means that website owners will need to adapt to a new paradigm where users are no longer simply clicking on links, but rather interacting with AI-powered assistants to access information and complete tasks. As a result, website owners may see a change in how users engage with their content, with a greater emphasis on conversational interactions and task-based requests. To prepare for this shift, website owners can take several actionable steps: (1) optimize their content for conversational search queries, (2) ensure their websites are compatible with agentic browsers, and (3) update their llms.txt files to reflect the changing landscape of AI-powered interactions, allowing them to better track and manage AI bot traffic on their sites.