[{"data":1,"prerenderedAt":718},["ShallowReactive",2],{"article-the-new-internet-agent-to-agent-experiences":3},{"page":4,"related":669},{"id":5,"title":6,"slug":7,"date":8,"_updatedAt":9,"external":10,"categories":11,"featuredMedia":12,"blocks":31,"menu":30,"foot":30,"seo":664},"M1QiciMDSiiotZ_KbjDQqw","The New Internet","the-new-internet-agent-to-agent-experiences","2026-07-14","2026-07-28T01:35:44+01:00","",[],{"id":13,"_createdAt":14,"alt":15,"title":15,"focalPoint":16,"width":18,"height":19,"thumbnail":20,"small":21,"medium":22,"responsiveImage":23,"video":30},"P_w8vYbXRSimNIxV07JN3g","2026-07-27T21:31:45+01:00","The New Internet: agent-to-agent experiences. Peter Smart at MIT EmTech AI.",{"x":17,"y":17},0.5,1200,630,"https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":24,"webpSrcSet":10,"sizes":25,"src":26,"width":18,"height":19,"aspectRatio":27,"alt":15,"title":15,"base64":28,"bgColor":29},"https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 300w,https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 600w,https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 900w,https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&fit=max&h=2880&q=95&w=2880 1200w","(max-width: 1200px) 100vw, 1200px","https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg?auto=format&fit=max&h=2880&q=95&w=2880",1.9047619047619047,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLCgoLDhgWFRUNDh0VFhEYFx0ZGBYVFhUmKysjGh0oHSEWJDUxKC0vMjIyGSU4PTcwPCsxMi8BCgsLDg0OHBAQHDsoFhw7Oy8vLzs7OzsvLzUvLy8vLy8vLzs7Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAAAwQF/8QAHxAAAQQCAgMAAAAAAAAAAAAAAgABAwQFBhExEhUj/8QAFgEBAQEAAAAAAAAAAAAAAAAAAgQB/8QAGREAAgMBAAAAAAAAAAAAAAAAABECAyEB/9oADAMBAAIRAxEAPwCLXa2vnVL6N0ly18NDaIgkZKw2AqxUycSLpY9qiAWjZiJNrpkSDYipyz8RkhHrYZLD+XLoV8bsEf/Z","#0203a5",null,{"id":32,"type":33,"blocks":34},"Z4waKNFeTzWGSzZjMKTKvA","blocks_select",[35,63,67,108,111,120,123,145,147,169,171,182,184,194,196,222,224,234,236,243,245,255,257,282,284,292,294,300,302,312,314,324,326,345,347,355,357,377,379,387,389,395,397,407,409,431,433,443,445,463,465,475,477,483,485,495,497,506,508,514,516,524,526,547,549,557,559,565,567,651,653,662],{"id":36,"type":37,"eyebrow":38,"breadcrumb":30,"title":6,"titleSize":39,"titleAlignment":40,"label":10,"text":41,"media":42,"mediaMobile":30,"mediaSmall":30,"theme":58,"aligned":62},"LscufUbyQkW5_xBOKXW5wQ","media_hero_expanded_block","By Fantasy","h3","items-center justify-center","\u003Cp dir=\"ltr\">\u003Cspan>Agent-to-agent experiences, live from the MIT EmTech AI stage.\u003C/span>\u003C/p>",{"id":43,"_createdAt":44,"alt":45,"title":46,"focalPoint":30,"width":47,"height":48,"thumbnail":49,"small":50,"medium":51,"responsiveImage":30,"video":52},"YxFVTv52So6YAHfMYOOgyQ","2026-07-27T21:32:26+01:00","Live demo: the experience re-composes in real time for a Tahoe trip.","Live demo: re-composing for Tahoe",1280,720,"https://www.datocms-assets.com/157026/1785184344-new-internet-demo-tahoe-recompose.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184344-new-internet-demo-tahoe-recompose.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184344-new-internet-demo-tahoe-recompose.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":53,"mp4medium":54,"mp4high":55,"width":47,"height":48,"thumbnailUrl":56,"title":46,"duration":57},"https://stream.mux.com/00vM3lvU4k8XW43fPr5OWr9V01iJLPT7uT/low.mp4","https://stream.mux.com/00vM3lvU4k8XW43fPr5OWr9V01iJLPT7uT/medium.mp4","https://stream.mux.com/00vM3lvU4k8XW43fPr5OWr9V01iJLPT7uT/high.mp4","https://image.mux.com/00vM3lvU4k8XW43fPr5OWr9V01iJLPT7uT/thumbnail.jpg",14,{"id":59,"background":60,"text":62},"SrrHbsGcThWwsopbX-p0Yw",{"hex":61},"#000000",false,{"id":64,"type":65,"space":66},"anyWaN7QTIKtYS8qtFE0PA","space_block","large",{"id":68,"type":69,"title":70,"text":71,"logo":30,"media":72,"mediaMobile":30,"aspect":89,"link":90,"cta":30,"cursorText":102,"condensed":62,"theme":103},"RHYb0KNOTimLR-2mYSD7Rw","media_featured_block","Watch the full talk","Agent-to-agent experiences. Peter Smart at MIT EmTech AI, in conversation with James O'Donnell.",{"id":73,"_createdAt":74,"alt":75,"title":76,"focalPoint":77,"width":78,"height":79,"thumbnail":80,"small":81,"medium":82,"responsiveImage":83,"video":30},"PxjBHSmDTwKT--R8BD-21A","2026-07-27T21:31:37+01:00","Peter Smart presenting The New Internet at MIT EmTech AI.","The New Internet talk poster",{"x":17,"y":17},1920,1080,"https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":84,"webpSrcSet":10,"sizes":85,"src":86,"width":78,"height":79,"aspectRatio":87,"alt":75,"title":76,"base64":88,"bgColor":29},"https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&fit=max&h=2880&q=95&w=2880 1920w","(max-width: 1920px) 100vw, 1920px","https://www.datocms-assets.com/157026/1785184292-the-new-internet-talk-poster.jpg?auto=format&fit=max&h=2880&q=95&w=2880",1.7777777777777777,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLChYLDhgQDg0NDh0VDh0dFx8dGBYWIhUmIisjHR0tKRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAQHDsoFig7LzsvNTs7OzsvLy8vLy8vLy8vLzs7Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAAAwQF/8QAIBAAAQQCAQUAAAAAAAAAAAAAAgABBAUDMREGEhNRkf/EABcBAAMBAAAAAAAAAAAAAAAAAAECBAD/xAAaEQABBQEAAAAAAAAAAAAAAAAAAgMREiEB/9oADAMBAAIRAxEAPwCLpqnozilxlHXtKkVlTHlE4ZG+qGgpHwxCds5aWZMimMom8zunvHTJI+oBiFn4xlpCWNYOeQ/ebuhXpfwMH//Z","56.25",{"id":91,"label":10,"internal":30,"external":10,"video":92,"form":30},"MZ8vEZehTaaWcYWA6B_U3Q",{"id":93,"_createdAt":94,"title":95,"video":96},"Ar1GF6i8RNCMAw6fi43XkQ","2026-07-27T21:31:29+01:00","The New Internet: agent-to-agent experiences (Peter Smart, MIT EmTech AI)",{"mp4low":97,"mp4medium":98,"mp4high":99,"thumbnailUrl":100,"duration":101,"width":47,"height":48,"title":95},"https://stream.mux.com/LhrzJNUOQNMzBbyjRzYUXlAwvzPcgrFm/low.mp4","https://stream.mux.com/LhrzJNUOQNMzBbyjRzYUXlAwvzPcgrFm/medium.mp4","https://stream.mux.com/LhrzJNUOQNMzBbyjRzYUXlAwvzPcgrFm/high.mp4","https://image.mux.com/LhrzJNUOQNMzBbyjRzYUXlAwvzPcgrFm/thumbnail.jpg",1865,"Watch the talk",{"id":104,"background":105,"text":107},"ODhME_TfQIqnba88HWV1oA",{"hex":106},"#FFFFFF",true,{"id":109,"type":65,"space":110},"ZqIErik5Rvyf9oES7JXGng","small",{"id":112,"type":113,"eyebrow":114,"title":115,"titleCondensed":62,"titleSmall":107,"text":116,"leftAligned":107,"cta":30,"theme":117},"MFTtl-o7RIaCIkW5NxWhGQ","intro_block","THE TALK IN 60 SECONDS","Agents have become our first port of call online, and a recent study found 70% of the time people spend with them is personal, not work.","As agents mediate more of our digital lives, they open a chasm between people and the companies trying to serve them. The web we built over the last twenty-five years, static pages served identically to everyone, was the right standard for its time and is no longer fit for this one. The response is a new architecture Peter calls agent-to-agent experiences: a brand agent controls a visual canvas, a personal agent holds the user's context, and the two negotiate a unique experience in real time through an anonymous handshake the user controls. By 2027, agent traffic online will exceed human traffic.",{"id":118,"background":119,"text":107},"I71ZP0cPTw6qjT4H4j-4aw",{"hex":106},{"id":121,"type":65,"space":122},"dsViciEUR8iZu8oXfCzieA","xs",{"id":124,"type":125,"items":126,"theme":142},"RhewhZSOSlKmMPuH9SY47Q","stats_carousel_block",[127,132,137],{"id":128,"stat":129,"title":130,"text":131},"EMXLnj7iS4CPJzGCfX24Qw","70%","of agent time is personal","Not work. Agents are now our first port of call.",{"id":133,"stat":134,"title":135,"text":136},"VqrazjioQE2D5Bdjc66afw","2027","agents pass humans","Agent traffic online exceeds human traffic.",{"id":138,"stat":139,"title":140,"text":141},"W_B6SrR4T76rzo5Gl4fFAw","50,000x","harder to be found","Earning a click through Claude vs early organic search.",{"id":143,"background":144,"text":107},"b-aCJvxkTJe-kmNaOdz-Ig",{"hex":106},{"id":146,"type":65,"space":110},"XIZtXiK5T4O-ib6nJiabDA",{"id":148,"type":149,"eyebrow":10,"items":150,"theme":166},"AL60_W5oSIC53qvVuaCcng","list_block",[151,154,157,160,163],{"id":152,"text":153},"WhCour2GR6eoEf0Is-s2Bg","Agent-to-agent experiences: a digital experience where a brand's agent and a person's personal agent negotiate a personalized interface in real time on a shared visual canvas. One underlying system produces a structurally different experience for every individual.",{"id":155,"text":156},"Z8SXYgydRjqT6ZPtDwxstw","Brand agent: the evolution of a website or app. It looks like a site, but it is an agent with control of a visual canvas, able to advertise its capabilities and compose the right information at the right time for whoever arrives.",{"id":158,"text":159},"By5i2WrJQISexXOgEGvFvA","Personal agent: the AI a person talks to every day. It holds their context (preferences, history, constraints, intent) and negotiates with brand agents on their behalf.",{"id":161,"text":162},"NHSy4oIcRpmOrKIef5_hmw","The anonymous handshake: the privacy mechanism of the exchange. The personal agent passes abstracted parameters and preferences through a controlled middleman, giving the brand agent enough context to personalize without ever learning who the person is. The user controls what is shared and how much.",{"id":164,"text":165},"alvg7gAeRyqXy4u1DfornQ","Coherence: the condition that decides which organizations survive the shift. When agents evaluate a company on a person's behalf, they cross-reference every surface it presents to the world. Organizations whose marketing, product, support, and pricing contradict each other get caught and routed around.",{"id":167,"background":168,"text":107},"Pk8UZJZVS02ovOuRKNGibA",{"hex":106},{"id":170,"type":65,"space":122},"OYFZXXDeR1OneE8sDgpP_Q",{"id":172,"type":173,"eyebrow":174,"title":175,"text":176,"cta":30,"list":177,"stats":178,"theme":179},"OeTS4WboShOV29LyI8KpgQ","text_block","INTRODUCTION","\u003Cp>\u003Cstrong>In conversation with James O'Donnell\u003C/strong>\u003C/p>","\u003Cp>Peter Smart, managing partner of Fantasy, has built consumer experiences for Disney, Google, Netflix, and other brands. At MIT EmTech AI 2026 in Cambridge, he joined MIT Technology Review's James O'Donnell on stage to talk about what an economy mediated by AI agents will mean for companies, and to demo the answer live.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: Good morning, everyone. It's wonderful to be here. I'm going to talk today about the new internet, and I'm going to be demoing live on stage what I believe to be the new standard for websites and the future of digital products.\u003C/p>",[],[],{"id":180,"background":181,"text":107},"IoREa5LUS4WDY5bAhG24NA",{"hex":106},{"id":183,"type":65,"space":122},"K3VQowyJTcKCKGaz0sttWw",{"id":185,"type":173,"eyebrow":186,"title":187,"text":188,"cta":30,"list":189,"stats":190,"theme":191},"LSJxEko1TmyyIJQZ5xQZdQ","01 · THE EXPERIMENT","\u003Cp>\u003Cstrong>How personal your agent has become\u003C/strong>\u003C/p>","\u003Cp>Before I do that, I want to start with a bit of an experiment. I'm pretty certain all of you have one of these in your pocket. Take it out and hold it up above your head.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Now, as you're doing that, think about the AI app you chat with each day. Go to that app right now, the number one app you use. Go to the conversation history. And when you have that conversation history up, I want you to give your phone to the person next to you.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Who actually went to pass their phone? Who was comfortable doing that? Who would be deeply uncomfortable doing it?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Why is this feeling so disconcerting? It's because our personal agents have become such a central part of our lives. Many of us in this room spend more time talking to our agents than we do to some of our loved ones. A recent study found 70% of that time wasn't work oriented. It was personal. Agents are becoming our first port of call. They're having an outsized role in all of our lives.\u003C/p>",[],[],{"id":192,"background":193,"text":107},"REpo-zoXQxGXxsE-o17fKw",{"hex":106},{"id":195,"type":65,"space":110},"II81gVncQhyaz7C1crsYwg",{"id":197,"type":198,"title":10,"text":10,"media":199,"caption":218,"theme":219,"reverse":62},"Hfmw_mejTROGIrLcU1nvfw","media_text_block",{"id":200,"_createdAt":201,"alt":202,"title":203,"focalPoint":204,"width":205,"height":206,"thumbnail":207,"small":208,"medium":209,"responsiveImage":210,"video":30},"DKoGWmyKRqiPepY456yRYg","2026-07-27T21:31:57+01:00","Peter Smart on stage at MIT EmTech AI in Cambridge, introducing agent-to-agent experiences.","Peter Smart on stage at MIT EmTech AI",{"x":17,"y":17},4896,2754,"https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":211,"webpSrcSet":10,"sizes":212,"src":213,"width":214,"height":215,"aspectRatio":87,"alt":202,"title":203,"base64":216,"bgColor":217},"https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 2160w,https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&fit=max&h=2880&q=95&w=2880 2880w,https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&dpr=1.5&fit=max&h=2880&q=95&w=2880 4320w","(max-width: 2880px) 100vw, 2880px","https://www.datocms-assets.com/157026/1785184309-peter-smart-mit-emtech-ai-agent-to-agent-experiences-stage.jpg?auto=format&fit=max&h=2880&q=95&w=2880",2880,1620,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLDg8NEhMPDQ4NDhYNDQ0OFx8ZGCITIiEaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA4QHDsoFig7Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAZAAACAwEAAAAAAAAAAAAAAAAFBgEEBwD/xAAdEAABBQEAAwAAAAAAAAAAAAABAAIDBBESBSEi/8QAFwEAAwEAAAAAAAAAAAAAAAAAAgMEAP/EABgRAAMBAQAAAAAAAAAAAAAAAAABAhED/9oADAMBAAIRAxEAPwDJ68Mrpx6KIS05tGAorHXjZYGBXXhvbRynqpTMLUnjp83kqU0WC1sQ+QuVs9ZwHD//2Q==","#2928a6","On stage at MIT EmTech AI, Cambridge, MA",{"id":220,"background":221,"text":107},"cR0i7PopSiao5giLkAfLTw",{"hex":106},{"id":223,"type":65,"space":110},"U67mGpSqSgm0Rhls2xZEog",{"id":225,"type":173,"eyebrow":226,"title":227,"text":228,"cta":30,"list":229,"stats":230,"theme":231},"QnwvN7kPSKisAuaPmZQz7A","02 · THE CHASM","\u003Cp>\u003Cstrong>The gap between people and companies\u003C/strong>\u003C/p>","\u003Cp>What that's creating, as this proliferates, is a real chasm between customers and companies.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>To understand why, compare these agents to the digital experiences we've all used for the last two and a half decades: the products each of us uses every day, having to click and scroll and dig and find. It could be the pop-ups, the cookie notifications, the need to sign up, the incessant advertising in relation to the actual content. Fundamentally these experiences are static. They're complicated and they are deeply impersonal. They're trying to serve millions of people, but not serving any one individual particularly well.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Then along come agents. Simple, intelligent, and personal. There's no wonder these have become the fastest adopted tools in human history.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>For brands, this is a problem, because as agents become our first port of call they form a chasm between companies and the people they're trying to serve. It's a mediated relationship. That's not new. We've all been experiencing a mediated relationship for the last two decades, and everyone knows where: Google. Google has been the mediated relationship for how anybody tends to find anything online.\u003C/p>",[],[],{"id":232,"background":233,"text":107},"I2a2LtmXTE2gLzS_PFkNZQ",{"hex":106},{"id":235,"type":65,"space":110},"CPqwnM1ESbqLB2_PVsZgCw",{"id":237,"type":238,"icon":107,"quote":239,"cite":10,"theme":240},"eJPAobs3Qv27H-BGR0BIiQ","quote_block","Agents do not care about your brand.",{"id":241,"background":242,"text":107},"YiUxbfxPRqqFg_OIuNAYSQ",{"hex":106},{"id":244,"type":65,"space":110},"b5AHa72NTnWA0IKS-KoQxg",{"id":246,"type":173,"eyebrow":247,"title":248,"text":249,"cta":30,"list":250,"stats":251,"theme":252},"SHr-_JXTSsOLFfPchLmx3Q","03 · FINDABILITY","\u003Cp>\u003Cstrong>Why it is now roughly 50,000x harder to be found through AI\u003C/strong>\u003C/p>","\u003Cp>About ten years ago, it was already hard to get found on Google, to get that organic click-through. Let's call that 1x. Then along came sponsored results, and it pushed the organic results further down. As of about 18 months ago, it became about 20 times harder to be found and get that click-through on Google.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Today, it is 50 times harder. What's going on? Google didn't fundamentally change their algorithm. They just added AI overviews and AI search to the top. We've all seen it. We look at the AI overview, we trust the response, and we don't click through.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>But that's just Google. Compare it to ChatGPT, and it is 3,000 times harder to get found. And it is 50,000 times harder to get found via Anthropic's Claude. People are just not tapping those citations. This is only going to continue as these agents become more capable, as we're more permanently in connection with them through hardware, and as the depth of our trust in them grows.\u003C/p>",[],[],{"id":253,"background":254,"text":107},"AI4wrz-ETnm_7YJmdqySDw",{"hex":106},{"id":256,"type":65,"space":110},"WVMFsbiJRLyHf7cPySNqKw",{"id":258,"type":198,"title":259,"text":10,"media":260,"caption":278,"theme":279,"reverse":107},"S_LwjfTATzad-hTDEVwpWw","The click-through collapse",{"id":261,"_createdAt":262,"alt":263,"title":264,"focalPoint":265,"width":266,"height":267,"thumbnail":268,"small":269,"medium":270,"responsiveImage":271,"video":30},"U0DEKmuiQDmFjOhqJxEi5g","2026-07-27T21:32:03+01:00","The click-through collapse: earning a click is about 50x harder on Google with AI overviews, 3,000x harder through ChatGPT, and 50,000x harder through Anthropic's Claude, versus early organic search.","Findability: the click-through collapse",{"x":17,"y":17},1588,2116,"https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":272,"webpSrcSet":10,"sizes":273,"src":274,"width":266,"height":267,"aspectRatio":275,"alt":263,"title":264,"base64":276,"bgColor":277},"https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 397w,https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 794w,https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1191w,https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&fit=max&h=2880&q=95&w=2880 1588w","(max-width: 1588px) 100vw, 1588px","https://www.datocms-assets.com/157026/1785184318-ai-findability-click-through-collapse-google-chatgpt-claude.png?auto=format&fit=max&h=2880&q=95&w=2880",0.7504725897920604,"data:image/jpeg;base64,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","#ff0000","Fig. 01 · Findability: organic search vs AI (the click-through collapse)",{"id":280,"background":281,"text":107},"XqOZQ6EUSz-lgB1NfY4L6A",{"hex":106},{"id":283,"type":65,"space":110},"ETXRMLAvSkaRvJ6jqbmfJQ",{"id":285,"type":173,"eyebrow":10,"title":10,"text":286,"cta":30,"list":287,"stats":288,"theme":289},"SKuHy-USQ_CmcyFpe8lp_Q","\u003Cp>So what does this mean for those of us with digital experiences online, companies who need people to come to them? Many leaders are panicking. Why? Because agents do not care about your brand. Agents do not care about your experience.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>There's a real reason Amazon is suing Perplexity, and it makes logical sense. If a shopping agent can come to your experience, see everything you're selling, and then go figure out where to buy it more cheaply, what's the agent going to do?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Editor's note: a federal judge sided with Amazon in March 2026, granting a preliminary injunction that blocks Perplexity's Comet agent from shopping Amazon's site.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Agents don't have the same defects we humans have. We're using hacks all the time. That's what brand is. Brand is a hack to make us feel confident in a decision, to help us close the gap between possibility and choosing something. We might go to three or four different websites looking for an answer, and we use brand as a shortcut to identify which one we feel most confident in and perceive to have the most value. An agent does not think this way. An agent does not care which one it uses.\u003C/p>",[],[],{"id":290,"background":291,"text":107},"CvPuZdP7RCq4AUfnYIwkdQ",{"hex":106},{"id":293,"type":65,"space":110},"IFaZXbBpTL-7g9CheO_VGA",{"id":295,"type":238,"icon":107,"quote":296,"cite":10,"theme":297},"eXV5QSvnSCubgvEJfO0ZTQ","By 2027, agent traffic online will exceed human traffic.",{"id":298,"background":299,"text":107},"QhPShcCqQle105DlQWMAMA",{"hex":106},{"id":301,"type":65,"space":110},"d0RLhTz1R_Wb98TobsL0yA",{"id":303,"type":173,"eyebrow":304,"title":305,"text":306,"cta":30,"list":307,"stats":308,"theme":309},"bnLb62aQS-yGOPGmNXPnvw","04 · THE TURN","\u003Cp>\u003Cstrong>People still want relationships with brands\u003C/strong>\u003C/p>","\u003Cp>So what should we do? Should we panic? Yes. No. In the middle. Here's the dichotomy. People want relationships with brands. None of us wants everything mediated through an agent that does everything for us. We are first-person exploratory beings. But there is a divide right now between the types of experiences we get.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>With personal agents, we get experiences that are simple, intelligent, and deeply embedded in our context, which makes them effortless to use. Compare that to the digital experiences of the last two and a half decades, and those are rigid. They are impersonal. They are complicated.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>The solution is that our digital experiences need to change. Two years ago, on this same EmTech stage, I announced a new paradigm called generative experiences: a technology that let experiences use AI to generate themselves in real time. Today, I'm pleased to introduce a subset of generative experiences called agent-to-agent experiences. This is the new standard for the internet, for websites, and for apps in development. These experiences work symbiotically with personal agents to make our experiences simple, intelligent, and deeply human.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>There are two entities. The first is the brand experience. This could be an e-commerce site, a financial platform, a travel site. It may look like a website or an app, but what it actually is is a brand agent, and it has control of a visual canvas, which means it can bring in the right information at the right time. This brand agent is securely connected to a person's personal agent. There's an anonymous handshake that takes place, controlled by the user, and that provides the context for the brand agent to personalize the experience.\u003C/p>",[],[],{"id":310,"background":311,"text":107},"UDSMD8uhQP6zdXYVF_5nMg",{"hex":106},{"id":313,"type":65,"space":122},"TdOwldHMR9Cx7hwn9wRlqQ",{"id":315,"type":173,"eyebrow":316,"title":317,"text":318,"cta":30,"list":319,"stats":320,"theme":321},"BU19ssiMScyH_IOX8a0smA","05 · THE LIVE DEMO","\u003Cp>\u003Cstrong>One system, a different experience for every person\u003C/strong>\u003C/p>","\u003Cp>What you're looking at is two things. The main part of the screen is a brand agent. It looks like a website, a series of componentry arranged on a canvas. On the right is my personal agent, the one I talk to, which has context on me.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Where am I going on vacation this winter? It knows I'm heading to Vail to ski. So now I'll pair that context and ask it to personalize this experience with that in mind. What you're seeing is now a completely personalized experience: a curated collection of products, Vail in December, the weather. It's using personal context to bring what it thinks are the appropriate products to me.\u003C/p>",[],[],{"id":322,"background":323,"text":107},"QcUOI4dQRPGnce7AhcvaVQ",{"hex":106},{"id":325,"type":65,"space":110},"IecGS16iTo2QUMe9EgMc0w",{"id":327,"type":198,"title":10,"text":10,"media":328,"caption":332,"theme":342,"reverse":62},"KK27ideJS5SXAM92ALVxNQ",{"id":329,"_createdAt":330,"alt":331,"title":332,"focalPoint":30,"width":47,"height":48,"thumbnail":333,"small":334,"medium":335,"responsiveImage":30,"video":336},"OIil7Ln8RJKTHARYurv6Sg","2026-07-27T21:32:23+01:00","Live demo: the brand agent personalizes the experience to a Vail ski trip.","Live demo: personalizing to a Vail ski trip","https://www.datocms-assets.com/157026/1785184340-new-internet-demo-vail-personalization.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184340-new-internet-demo-vail-personalization.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184340-new-internet-demo-vail-personalization.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":337,"mp4medium":338,"mp4high":339,"width":47,"height":48,"thumbnailUrl":340,"title":332,"duration":341},"https://stream.mux.com/Q3spF02tyXovvh401aLp2nho7jTEGKgr00v/low.mp4","https://stream.mux.com/Q3spF02tyXovvh401aLp2nho7jTEGKgr00v/medium.mp4","https://stream.mux.com/Q3spF02tyXovvh401aLp2nho7jTEGKgr00v/high.mp4","https://image.mux.com/Q3spF02tyXovvh401aLp2nho7jTEGKgr00v/thumbnail.jpg",16,{"id":343,"background":344,"text":107},"XAXYEhhpRPWVoPEo3JKQBA",{"hex":106},{"id":346,"type":65,"space":110},"Mc7Cc23uRcekiSqixKPMBA",{"id":348,"type":173,"eyebrow":10,"title":10,"text":349,"cta":30,"list":350,"stats":351,"theme":352},"GGiWracGTNuVS2AkiYFSWA","\u003Cp>Let's try something completely different. I'm actually not going to Vail. I'm going to Tahoe instead, to hang out by the lake, and I ask it to update the experience with that in mind. Then: can you show me jackets more like the one I bought last Christmas? There are filters on the right, and these are pretty similar. Can you show me that hat we were looking at on the home page? Can we buy both of these?\u003C/p>",[],[],{"id":353,"background":354,"text":107},"GtC3SFF8QIG8lc5vHLozRw",{"hex":106},{"id":356,"type":65,"space":110},"MdFxjdcXR0WQIgozXVklWQ",{"id":358,"type":198,"title":10,"text":10,"media":359,"caption":373,"theme":374,"reverse":107},"T7CGirMXRfGcdOVjZ0647Q",{"id":360,"_createdAt":361,"alt":362,"title":363,"focalPoint":30,"width":47,"height":48,"thumbnail":364,"small":365,"medium":366,"responsiveImage":30,"video":367},"KIf1k6VPSlW7lQ9qcWd2ZA","2026-07-27T21:32:29+01:00","Live demo: the two agents complete a purchase.","Live demo: the agent-to-agent purchase","https://www.datocms-assets.com/157026/1785184347-new-internet-demo-agent-to-agent-purchase.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184347-new-internet-demo-agent-to-agent-purchase.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184347-new-internet-demo-agent-to-agent-purchase.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":368,"mp4medium":369,"mp4high":370,"width":47,"height":48,"thumbnailUrl":371,"title":363,"duration":372},"https://stream.mux.com/g02VQcJZPAuvS9dB01k6kU8kr5CjkzcuIh/low.mp4","https://stream.mux.com/g02VQcJZPAuvS9dB01k6kU8kr5CjkzcuIh/medium.mp4","https://stream.mux.com/g02VQcJZPAuvS9dB01k6kU8kr5CjkzcuIh/high.mp4","https://image.mux.com/g02VQcJZPAuvS9dB01k6kU8kr5CjkzcuIh/thumbnail.jpg",10,"Live demo: the two agents complete the purchase",{"id":375,"background":376,"text":107},"VpSQuiR7RFKp0z2ySt5xfA",{"hex":106},{"id":378,"type":65,"space":110},"JTukab2bQPeHdO9_iFW0SA",{"id":380,"type":173,"eyebrow":10,"title":10,"text":381,"cta":30,"list":382,"stats":383,"theme":384},"MmFdcAESSBinjz9IK5rOMQ","\u003Cp>We did it. These are agent-to-agent experiences, and they will become the new standard for all digital products. One system that can serve billions of people individually, in a way that's personal, intelligent, and simple, for every type of experience you can imagine: a travel website, even a news website.\u003C/p>",[],[],{"id":385,"background":386,"text":107},"Dm413V7KQ0STO8UKGmxIyQ",{"hex":106},{"id":388,"type":65,"space":110},"JcMvpCrEQGqRYDpQRt-0Uw",{"id":390,"type":238,"icon":107,"quote":391,"cite":10,"theme":392},"G3bOfrhuSGGJZP1mIdqNzQ","One system that can serve billions of people individually.",{"id":393,"background":394,"text":107},"VNVFpuOpTsaf5UPWdZpvDg",{"hex":106},{"id":396,"type":65,"space":110},"WqmezVrUTz-NdIN1iyQ9zw",{"id":398,"type":173,"eyebrow":399,"title":400,"text":401,"cta":30,"list":402,"stats":403,"theme":404},"ML7i7ahsSk2_gqSm6uVqkg","06 · UNDER THE HOOD","\u003Cp>\u003Cstrong>How the two agents negotiate\u003C/strong>\u003C/p>","\u003Cp>Let me unpack what's going on. You have the personal agent and the brand agent. When the personal agent pairs with the brand agent, the brand agent advertises its tools, effectively the customization options available. Then anonymized parameters and preferences are passed through a middleman to the brand agent.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>There are a few things in there. There might be keywords from the responses to some questions, like Tahoe, or skiing. But it also might be a user's preferences. Some people want ultra-personalized experiences. Some people want serendipity. They don't want everything decided and personalized for them; they want to discover things. That's a user preference. It's also learning style, how we each want to receive information. I'm a very visual person. Other people are not. That gets passed across as abstracted context. Then content is mapped and composed. That's a mixture of existing content, existing products, and net-new content generated on the fly, specifically for my trip. That's rendered on the canvas.\u003C/p>",[],[],{"id":405,"background":406,"text":107},"T9eMggqJQ6Cuxh2RWKw1Sw",{"hex":106},{"id":408,"type":65,"space":110},"Zm8tLexrQCWaSlQxd_-PRA",{"id":410,"type":69,"title":411,"text":412,"logo":30,"media":413,"mediaMobile":30,"aspect":89,"link":30,"cta":30,"cursorText":10,"condensed":62,"theme":428},"V3rP1taIT-uthkduude1fg","The anonymous handshake","Fig. 02 · Personal agent and brand agent negotiate through a user-controlled middleman: tools advertised, abstracted parameters passed, content composed onto the canvas.",{"id":414,"_createdAt":415,"alt":416,"title":411,"focalPoint":417,"width":418,"height":419,"thumbnail":420,"small":421,"medium":422,"responsiveImage":423,"video":30},"XAEcdlcfTO6aApPRpQBXsA","2026-07-28T00:34:10+01:00","How an agent-to-agent experience works: a personal agent passes keywords, preferences, and learning style as abstracted context through the anonymous handshake, a user-controlled exchange; the brand agent composes existing and net-new content onto a visual canvas without ever learning who the person is.",{"x":17,"y":17},2400,1350,"https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":424,"webpSrcSet":10,"sizes":425,"src":426,"width":418,"height":419,"aspectRatio":87,"alt":416,"title":411,"base64":427,"bgColor":277},"https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 600w,https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1200w,https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1800w,https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&fit=max&h=2880&q=95&w=2880 2400w","(max-width: 2400px) 100vw, 2400px","https://www.datocms-assets.com/157026/1785195245-agent-to-agent-experiences-anonymous-handshake-architecture.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgPCgoVDhMVFRUNDhEOFg0QFx8fGBYVFiEaKysjHR0oHRUiMDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA4QHDscIh07Ozs7Ly87Oy87LzsvOzsvOzsvLy8vLy8vLy8vNTsvLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAWAAEBAQAAAAAAAAAAAAAAAAAFAQf/xAAcEAACAQUBAAAAAAAAAAAAAAABAgADERIUgQX/xAAVAQEBAAAAAAAAAAAAAAAAAAAEA//EABwRAAAGAwAAAAAAAAAAAAAAAAABAgMREgQhMf/aAAwDAQACEQMRAD8A1rMU2Jg26B6nY2lEPleD6SH1eyblpCcQmanoKiqtVhLJrhHFjLKEaoA3Es24P//Z",{"id":429,"background":430,"text":107},"RqxJFW2aR4qmn20ESTJqXw",{"hex":106},{"id":432,"type":65,"space":110},"Qad5LbC9QKCxv7883zpa0w",{"id":434,"type":173,"eyebrow":435,"title":436,"text":437,"cta":30,"list":438,"stats":439,"theme":440},"E4lYZjtLSW-Msnd6WGqeLg","07 · WHAT IT MEANS","\u003Cp>\u003Cstrong>Serving people individually, for the first time\u003C/strong>\u003C/p>","\u003Cp>First, it means we can truly serve people individually, for the first time. Think about Tom, Lisa, and Jim, who have completely different ways of shopping. Over the last two decades of the web, serving each of them uniquely would have been impossible; it would be so engineeringly complicated that we standardized experiences for everybody instead.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Now, these experiences can be built from the same Lego blocks, the same underlying components, arranged flexibly for each person. It's not just the componentry. It's content, products, even the offers shared with people, personalized messaging where your brand message meets that person's needs in real time.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>It moves us from a world where, as a human being, you go back and scroll and search and dig with twenty tabs open, to a canvas where what you're looking for is rendered on the page. It eliminates friction. As we move to this agentic world, we're going to look for ease in everything we do. And that relationship is two-way: the personal agent can go and buy based on the context of what it knows I'm looking at.\u003C/p>",[],[],{"id":441,"background":442,"text":107},"UrbuX6lETXmH6UR6PVKsTg",{"hex":106},{"id":444,"type":65,"space":110},"VJISYx-fQLm7PFd2i73hsA",{"id":446,"type":69,"title":447,"text":10,"logo":30,"media":448,"mediaMobile":30,"aspect":89,"link":30,"cta":30,"cursorText":10,"condensed":62,"theme":460},"ML7qQ9G8S9SsBiLmGXwpoQ","One system, billions of individuals",{"id":449,"_createdAt":450,"alt":451,"title":447,"focalPoint":452,"width":418,"height":419,"thumbnail":453,"small":454,"medium":455,"responsiveImage":456,"video":30},"HDM6av_yQ8KgRnQKZF10TA","2026-07-27T21:32:16+01:00","One underlying system composes a structurally different experience for each person from the same set of components.",{"x":17,"y":17},"https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":457,"webpSrcSet":10,"sizes":425,"src":458,"width":418,"height":419,"aspectRatio":87,"alt":451,"title":447,"base64":459,"bgColor":277},"https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 600w,https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1200w,https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1800w,https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&fit=max&h=2880&q=95&w=2880 2400w","https://www.datocms-assets.com/157026/1785184332-agent-to-agent-experiences-one-system-billions-of-individuals.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoQEhALDQgNDhgNDgsNDRENFg0YFxMZGCIVFhUaHysjGh0oHRUiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA8QHDseFhwvLy81LzsvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAAAwEEB//EABsQAAIDAQEBAAAAAAAAAAAAAAEEAAIDExEF/8QAFQEBAQAAAAAAAAAAAAAAAAAAAwL/xAAXEQADAQAAAAAAAAAAAAAAAAABAhEA/9oADAMBAAIRAxEAPwDSdnfNoofQI2lrZOnaJCVOpkkm5lVZhZ03ahJUWqHDCICZhYLd/9k=",{"id":461,"background":462,"text":107},"EKVzdoUkTbWb7hTXSNqJeA",{"hex":106},{"id":464,"type":65,"space":110},"Q0lG8iO1Sl-6SEgqGOHrIQ",{"id":466,"type":173,"eyebrow":467,"title":468,"text":469,"cta":30,"list":470,"stats":471,"theme":472},"SLtRKCNXRhKbBkyNFSLUVQ","08 · AGENT AUTONOMY","\u003Cp>\u003Cstrong>Lobbying the agent\u003C/strong>\u003C/p>","\u003Cp>The last thing I want to talk about is agent autonomy. There will be many moments when we want to shop and we bring our personal agents with us. There will be other moments when our agents are shopping autonomously on our behalf, retrieving information and gathering insight for us.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Today, what does an agent get to do? It scrapes your generic public structured data, created to serve everybody in an abstracted way. But this same architecture, an agent-to-agent experience, can now lobby people's personal agents individually. When that personal agent comes to the brand experience, even without the human there, the brand agent can advertise its tools, in this case the catalog. Keywords are passed, then personalized content is passed back to the personal agent, explaining why this brand will be a great brand for this person. The agent then makes a decision: it might make a choice by itself, or return the information to the user.\u003C/p>",[],[],{"id":473,"background":474,"text":107},"cyQ3tgZGTCOtOxzmZuTTdg",{"hex":106},{"id":476,"type":65,"space":110},"FyHCTmJDSBuuTj_vISVWRA",{"id":478,"type":238,"icon":107,"quote":479,"cite":10,"theme":480},"O7AhC2xRQtOK3Ck9vzJgbQ","Brand is just a hack to make us feel confident in a decision. Agents do not think in the same way.",{"id":481,"background":482,"text":107},"DpFXi0GuTSi1ZngiNu1_Hw",{"hex":106},{"id":484,"type":65,"space":110},"bLCBmtxbSGGK-rQMSwDvkQ",{"id":486,"type":173,"eyebrow":487,"title":488,"text":489,"cta":30,"list":490,"stats":491,"theme":492},"YKdu7IdgRtyOxpbkTvwfLQ","09 · CLOSING","\u003Cp>\u003Cstrong>Bridging the chasm\u003C/strong>\u003C/p>","\u003Cp>This is about bridging the chasm. Agents are going to play an increasingly outsized role in our lives, and that will only continue as they become more capable, as we're more permanently in connection with them, and as the depth of our trust in them grows.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Digital products today have fueled that divide because of their rigidity, and because they are impersonal and complicated. They were the perfect standard for the last two decades. They won't be for the next ones. Agent-to-agent experiences move us to a new form of harmony between brands and companies, people, and their agents.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>I'm Peter Smart. Thank you very much for your time.\u003C/p>",[],[],{"id":493,"background":494,"text":107},"YcwPEVl2QHavnfGFjv4eJQ",{"hex":106},{"id":496,"type":65,"space":122},"P3QT-QnlTjGJXi0l7v75rg",{"id":498,"type":173,"eyebrow":10,"title":499,"text":500,"cta":30,"list":501,"stats":502,"theme":503},"d1MegfiWTDOOupQcG6HG-w","\u003Cp>\u003Cstrong>Q&A with James O'Donnell and the audience\u003C/strong>\u003C/p>","\u003Cp>James O'Donnell: During your presentation I thought about the Anthropic Super Bowl commercial. The pitch was basically that they're never going to have advertisements, partly because people have very personal relationships with AI and share a lot of private information. How are you thinking about people's willingness to divulge that information to agents, and how it's securely, or not, shared with brands?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: I think it's about power. As citizens on the internet, we're already sharing a huge amount of information with the companies we interact with. We're just not aware of how much. We haven't been in control of our personal information for the last two decades of the web. As these protocols change, yes, there's going to be a centralized nature to this personal information through agents. That's already happening naturally. We are divulging more to our agents than some of us do to our spouses, and that's a really big deal. But the key difference is that it's in the user's control what gets passed and how much. That's putting the power in the hands of people for the first time, as opposed to the technology giants who created things like cookies, which operate behind the scenes somewhat surreptitiously.\u003C/p>",[],[],{"id":504,"background":505,"text":107},"LBaF3fxFRca3aCbesKlxlQ",{"hex":106},{"id":507,"type":65,"space":110},"BKu-QjQqQ2mGE8zLt7-exA",{"id":509,"type":238,"icon":107,"quote":510,"cite":10,"theme":511},"GyK9cTlYQWG-EtefgCjLlQ","We are divulging probably more to our agents than some of us do to our spouses.",{"id":512,"background":513,"text":107},"LSJZoQ9WTkC8HU0-VTnjFA",{"hex":106},{"id":515,"type":65,"space":110},"d3X1UUD9SuWCiUiydRLXog",{"id":517,"type":173,"eyebrow":10,"title":10,"text":518,"cta":30,"list":519,"stats":520,"theme":521},"eSN-9m5jRbCk5UPtrXY4dw","\u003Cp>James O'Donnell: This would be a profound change to how we operate online. What guidance do you have for companies who aren't going to implement something like this tomorrow, but are planning for it?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: As much as we talk about internalizing AI into our internal tool stacks, we should absolutely be thinking about how we're serving our customers. Their expectations are not changing; they've already changed. With the advent of personal agents, our expectation of what it means to be spoken to personally, and to get information in the context we need, has already shifted. Our patience with generic, abstracted information written for everybody is waning. Think about how I learn today. I use tools like NotebookLM, where it's interactive and I get information in the exact way I need it, rather than reading the same text as everyone else. All the people we serve, their expectations have already changed. So it's about how quickly we can catch up the experiences we deliver. It's an experience problem, a technology problem. What we've used for the last two decades is no longer fit for purpose as expectations have evolved, and that's okay. It's about us catching up to serve people the way they're now looking to be served.\u003C/p>",[],[],{"id":522,"background":523,"text":107},"PdW-x4jOQxCW60945XliwA",{"hex":106},{"id":525,"type":65,"space":110},"Ia5G7SbUQo27ZXgo2GgJXg",{"id":527,"type":198,"title":10,"text":10,"media":528,"caption":543,"theme":544,"reverse":107},"WLxmyEc_TO2-LlVc5XhJsQ",{"id":529,"_createdAt":530,"alt":531,"title":532,"focalPoint":533,"width":47,"height":48,"thumbnail":534,"small":535,"medium":536,"responsiveImage":537,"video":30},"OlctqOBpSr-afOhgyMuiuQ","2026-07-28T00:34:19+01:00","Peter Smart in conversation with MIT Technology Review's James O'Donnell during the Q&A at MIT EmTech AI 2026.","Peter Smart and James O'Donnell at MIT EmTech AI",{"x":17,"y":17},"https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":538,"webpSrcSet":10,"sizes":539,"src":540,"width":47,"height":48,"aspectRatio":87,"alt":531,"title":532,"base64":541,"bgColor":542},"https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 320w,https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 640w,https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&fit=max&h=2880&q=95&w=2880 1280w","(max-width: 1280px) 100vw, 1280px","https://www.datocms-assets.com/157026/1785195254-the-new-internet-qa-peter-smart-james-odonnell.jpg?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgXDQ0NGhUNDg0VFRENFhENFxcZGBYTFhUaHysjHR0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHQ4NHC8dFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAAAwQG/8QAHRAAAgICAwEAAAAAAAAAAAAAAAECBAMUBRMhEf/EABYBAAMAAAAAAAAAAAAAAAAAAAECBP/EABkRAAIDAQAAAAAAAAAAAAAAAAABAhIUBP/aAAwDAQACEQMRAD8Ay3I0oKK9F9C1UkTcpcyKArBcm6y+l22YKotnXeqAjJcmqoCPsmGqP//Z","#221e9e","Q&A with James O'Donnell of MIT Technology Review",{"id":545,"background":546,"text":107},"UkpJIWOES0GwnALbXsO4lg",{"hex":106},{"id":548,"type":65,"space":110},"LBhk2pa2Q5aSAv0W9kiXkg",{"id":550,"type":173,"eyebrow":10,"title":10,"text":551,"cta":30,"list":552,"stats":553,"theme":554},"KjU-UWBDQL2zjzah0UZxGg","\u003Cp>Robert Brown, Gartner: This threads through more than customer experience on brands. Value chains run through supplier experience, partner experience, employee experience: a nurse in a clinical setting, a technician on a wind mast, a doctor and a loved one who needs to know if somebody's dying. This is an experience problem, not a brand problem. Your thoughts?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: A question that was posed to me recently: when someone goes to a job interview a couple of years from now, who's actually in the interview? Is it just the individual? The individual and their agent? Their team of agents? If I think about workers, what is the digital twin equivalent of somebody on that factory floor, so that when they receive training information it's contextualized to their unique role? We're entering a world where this is not only possible; it's this moment in history where we truly get to speak to every individual individually, and serve their learning styles and their needs. The way I might want to receive information about my broken leg might be very different to you. If I'm looking after an aging parent, that context is again unique to my circumstance. This gives us the possibility to truly serve people and empower them. It's very human.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Audience member, investment firm: Amazon made about $70 billion on advertising in the last 12 months, and they have this lawsuit against Perplexity. How does that ecosystem play out, given Google, Meta, and Amazon are gatekeepers with a big incentive to fight it? And how long before the world you're describing arrives?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: The Amazon example is interesting because Target, I believe, is going the complete opposite direction. They're making it accessible for agents to shop their experiences. There's no right answer in this moment. This is uncharted territory for lots of brands, which is why so many leaders are panicking: there's no playbook. People are making bets, hedging on what's economically the smartest move. Amazon has leaned in hard to say they won't allow agents to shop their experiences. Target is going the other way. The jury's out on which plays out best in the long term. On timeline, we're talking about 18 months away. This is a set of protocols in development. There are key things to figure out, particularly the privacy piece. Even if you're anonymizing and abstracting that information, we need to avoid things like vector attacks that can come back the other way, so there's layered protection needed in that secure handoff. A lot of this is emerging technology that needs to be developed, but we're not too far away given the advances we're seeing.\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>James O'Donnell: One path forward is open source, free, shared protocols. In another version, there's a layer where a commission is taken and it's owned by another corporate entity. Which path do you see?\u003C/p>\n\u003Cp>\u003C/p>\n\u003Cp>Peter Smart: I think it's the new internet. Just as HTTP and these protocols were all open source, that is the only way to ensure both adoption and fairness. The centralization of power is never a good thing. Democratizing tools and making them open-source standards is critical to the health and future of our internet and the digital products we all use. So I'd fully expect these technologies to be open sourced and made available for others to build on top of as standards.\u003C/p>",[],[],{"id":555,"background":556,"text":107},"QhR1UawVR1-o5LFmn2Di0Q",{"hex":106},{"id":558,"type":65,"space":110},"Zr8303r0SuaDVlt9Ovm2nA",{"id":560,"type":238,"icon":107,"quote":561,"cite":10,"theme":562},"d-RBWbd2RjuKffC6WpGz3A","The centralization of power is never a good thing.",{"id":563,"background":564,"text":107},"Dc8KjgDSSiqx_DdDh8BVQA",{"hex":106},{"id":566,"type":65,"space":110},"D3hjensRREOunsOSVx_tOg",{"id":568,"type":569,"title":570,"aligned":62,"items":571,"theme":648},"fvfX0sf2TT2L3TjgCuDHPw","faq_block","Frequently asked questions",[572,588,600,612,624,636],{"id":573,"question":574,"answer":575},"IFc5kWxGT3Wy4MQOVVNfKQ","What are agent-to-agent experiences?",{"value":576,"blocks":587},{"schema":577,"document":578},"dast",{"type":579,"children":580},"root",[581],{"type":582,"children":583},"paragraph",[584],{"type":585,"value":586},"span","Agent-to-agent experiences are a new standard for digital products in which a brand's agent and a person's personal agent negotiate a personalized interface in real time on a shared visual canvas. The brand agent controls the canvas and advertises its capabilities; the personal agent supplies the person's context. One underlying system produces a structurally different experience for every individual.",[],{"id":589,"question":590,"answer":591},"LyTJqerIRiCMh4qATt4hIw","What is the anonymous handshake?",{"value":592,"blocks":599},{"schema":577,"document":593},{"type":579,"children":594},[595],{"type":582,"children":596},[597],{"type":585,"value":598},"The anonymous handshake is the privacy mechanism behind agent-to-agent experiences. The personal agent passes abstracted parameters and preferences through a controlled middleman, giving the brand agent enough context to personalize the experience without ever learning the person's identity. The user controls what is shared and how much.",[],{"id":601,"question":602,"answer":603},"URiS8lP3TFO0TqmAVD72sg","When will AI agent traffic exceed human traffic online?",{"value":604,"blocks":611},{"schema":577,"document":605},{"type":579,"children":606},[607],{"type":582,"children":608},[609],{"type":585,"value":610},"By 2027, according to Peter Smart's MIT EmTech AI talk, agent traffic online will exceed human traffic.",[],{"id":613,"question":614,"answer":615},"bLCXlmBaQkSKSwoKgpaqpg","How much harder is it to get found through AI than through Google search?",{"value":616,"blocks":623},{"schema":577,"document":617},{"type":579,"children":618},[619],{"type":582,"children":620},[621],{"type":585,"value":622},"In the talk, Peter Smart estimates it is about 50 times harder to earn a click-through on Google once AI overviews are added, roughly 3,000 times harder through ChatGPT, and about 50,000 times harder through Anthropic's Claude, compared with a 1x baseline for early organic search.",[],{"id":625,"question":626,"answer":627},"HOBOsOv9TzOL0l3MvqTINg","Why don't AI agents care about brands?",{"value":628,"blocks":635},{"schema":577,"document":629},{"type":579,"children":630},[631],{"type":582,"children":632},[633],{"type":585,"value":634},"Brand is a shortcut humans use to feel confident in a decision. Agents don't share that behavior; an agent doesn't care which source it uses, only whether it can get a good answer for the person it represents. Organizations that rely on brand as a shortcut lose that advantage when agents mediate the decision.",[],{"id":637,"question":638,"answer":639},"acCwjzdUSxG830oaKzWJqA","Will the protocols for agent-to-agent experiences be open source?",{"value":640,"blocks":647},{"schema":577,"document":641},{"type":579,"children":642},[643],{"type":582,"children":644},[645],{"type":585,"value":646},"Peter Smart's position is that they must be. Just as HTTP was open source, open standards are the only path that ensures both adoption and fairness, and they prevent the centralization of power. He expects the protocols to be roughly 18 months away.",[],{"id":649,"background":650,"text":107},"Su8_P6t2RlWbRV2qcZspGg",{"hex":106},{"id":652,"type":65,"space":122},"Qve7XzBRTFe48_LruxNodQ",{"id":654,"type":173,"eyebrow":10,"title":655,"text":656,"cta":30,"list":657,"stats":658,"theme":659},"RobFd4iwRpW-CIEyy6uzVg","\u003Cp>\u003Cstrong>Go deeper\u003C/strong>\u003C/p>","\u003Cp dir=\"ltr\">\u003Cspan>Coherence decides what survives: \u003C/span>\u003Ca href=\"https://www.fastcompany.com/91551331/ai-made-building-easy\" target=\"_blank\" rel=\"noopener\">\u003Cspan>Peter’s Fast Company piece\u003C/span>\u003C/a>\u003Cspan> on the filter that determines which organizations get chosen and which get routed around.\u003C/span>\u003C/p>",[],[],{"id":660,"background":661,"text":107},"W1xp2a5cTJi8cPPU8xtirA",{"hex":106},{"id":663,"type":65,"space":66},"HcakTxLMQDqzSZgK-d32pw",{"noIndex":62,"title":665,"description":666,"image":667},"Agent-to-Agent Experiences: The New Internet | Fantasy","Peter Smart's MIT EmTech AI talk on agent-to-agent experiences: brand agents, personal agents, and the anonymous handshake. Full talk and transcript.",{"url":668},"https://www.datocms-assets.com/157026/1785184300-the-new-internet-agent-to-agent-experiences-og.jpg",[670,696],{"id":671,"slug":672,"title":673,"date":674,"categories":675,"featuredMedia":680},"LsbIqgZJRV69q2TEBzoOnw","what-is-an-ai-native-design-system","What Is An AI-Native Design System?","2026-07-23",[676],{"id":677,"slug":678,"title":679},"BNHDMcqGRAmO2nSQJkFHgg","insights","Insights",{"id":681,"_createdAt":682,"alt":683,"title":684,"focalPoint":30,"width":685,"height":686,"thumbnail":687,"small":688,"medium":689,"responsiveImage":30,"video":690},"YBMy6lApQvKg3tSInEZdnQ","2026-06-29T18:30:50+01:00","Opening sequence of Eliza, BNY's enterprise AI platform, the assistant interface emerging from a dark field, designed by Fantasy.","BNY Eliza AI platform: opening hero loop, designed by Fantasy",2048,1316,"https://www.datocms-assets.com/157026/1782846164-bny-eliza-ai-opening-hero-desktop.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1782846164-bny-eliza-ai-opening-hero-desktop.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1782846164-bny-eliza-ai-opening-hero-desktop.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":691,"mp4medium":692,"mp4high":693,"width":685,"height":686,"thumbnailUrl":694,"title":684,"duration":695},"https://stream.mux.com/cduP02nqZ8OyiMVnLYr26ltDgVz28Pte3/low.mp4","https://stream.mux.com/cduP02nqZ8OyiMVnLYr26ltDgVz28Pte3/medium.mp4","https://stream.mux.com/cduP02nqZ8OyiMVnLYr26ltDgVz28Pte3/high.mp4","https://image.mux.com/cduP02nqZ8OyiMVnLYr26ltDgVz28Pte3/thumbnail.jpg",9,{"id":697,"slug":698,"title":699,"date":700,"categories":701,"featuredMedia":706},"QXkFDqyKR8GC_81NFBV8bA","what-running-ai-augmented-design-sprints-teaches-about-creative-work","What Running AI-Augmented Design Sprints Teaches About Creative Work","2026-04-28",[702],{"id":703,"slug":704,"title":705},"aalQatdPTmyOp4H56va7TQ","read-it-on-forbes","Read it on Forbes",{"id":707,"_createdAt":708,"alt":30,"title":30,"focalPoint":709,"width":78,"height":79,"thumbnail":710,"small":711,"medium":712,"responsiveImage":713,"video":30},"H-l0LWRXSuOxt9sCdN2lLw","2026-05-18T18:19:56+01:00",{"x":17,"y":17},"https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":714,"webpSrcSet":10,"sizes":85,"src":715,"width":78,"height":79,"aspectRatio":87,"alt":30,"title":30,"base64":716,"bgColor":717},"https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 480w,https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 960w,https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&fit=max&h=2880&q=95&w=2880 1920w","https://www.datocms-assets.com/157026/1779124790-untitled-11.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLDQoLDhUaDg0ODhQNEA4YHBUdGBYfFhUaHysjGh0oHSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBAOHC8cFh0vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAWAAEBAQAAAAAAAAAAAAAAAAAGBQD/xAAeEAAABgIDAAAAAAAAAAAAAAAAAQIDBAUGERMhIv/EABUBAQEAAAAAAAAAAAAAAAAAAAEA/8QAGBEAAgMAAAAAAAAAAAAAAAAAAAECAxL/2gAMAwEAAhEDEQA/AIdXC5pJdhE7Rp8q2ANfdPsu7IUXsumEskihaDgi3ZEcRGiMYEbPIJDydqGC7Qwj/9k=","#3a6685",1785199038962]