Until now, websites have been read by people and by search engine crawlers. In 2026 a third reader is joining them: the AI agent, which searches, compares and, increasingly often, also places orders on the user’s behalf. This is not a distant vision. The biggest players are rolling out such solutions right now.

What has changed in recent months

• Information agents in Google Search. Google has announced agents that work in the background around the clock. They browse blogs, news sites and social media posts as well as fresh data in order to track changes related to a user’s specific question.
• Shopping within the conversation. ChatGPT has launched an instant checkout feature based on an open agentic commerce protocol, built in partnership with Stripe. The user buys without leaving the conversation.
• AI Mode with voice and camera. In Google’s AI Mode you can now talk by voice and show the camera view in order to get an answer grounded in context.
• Travel bookings. Google is developing AI Mode towards handling the entire trip-planning process, getting ever closer to the booking itself.

Some of these features reach users in the United States first and arrive in Poland with a delay. This is a good moment to prepare, because most of the competition has not yet started.

What an AI agent looks for on a website

An agent does not admire animations or sliders. It needs unambiguous data that it can pass on to the user without the risk of a mistake:

• what exactly you offer and to whom,
• where you operate and during which hours,
• how much it costs or what the price depends on,
• how to contact you or place an order,
• whether other customers were satisfied.

If this information is hidden in a graphic, in a PDF file or scattered across five subpages, the agent will choose the business where it found it straight away.

7 steps worth implementing in 2026

1. Content as text, not images. Price list, opening hours and scope of services as plain text on the page.
2. Structured data. Markup describing the business, services, products, prices and reviews helps machines understand the page without guessing.
3. Consistent business details. The same name, address and phone number on the website, in your Google Business Profile and in directories.
4. A fast, lightweight website. An agent, just like a person, abandons pages that take too long to load or require clicking through pop-ups.
5. A clear path to action. A quote, booking or order form available without logging in and without unnecessary steps.
6. A conscious decision about access for AI crawlers. In the robots.txt file and your server settings you can decide which crawlers you make your content available to. Blocking all of them also means being absent from their answers.
7. Online shops: an up-to-date product feed. Correct names, prices, availability and photos in the product feed are the basis for being present in AI-driven shopping.

AI agents on the business side

The other side of this change is agents that work for you. In a small business, an AI agent can today answer customers’ recurring questions, sort enquiries from forms and email, prepare draft offers or reports from data you already have. There is one condition: it must work on your real data and within agreed limits, rather than improvise.

We implement such solutions for our clients and use them in our own work. You can read more about what this looks like in practice on the AI agent services page.

Summary

A website that is friendly to AI agents is simply a well-organised website: a clear offer, real data, fast performance. Everything you do in this direction improves classic SEO and the convenience of ordinary users at the same time. If you want to check how your website performs in these areas, order a free SEO audit.

Sources: announcements from Google and OpenAI from 2026, industry summaries from September 2026.