A system that acts autonomously, making choices and taking actions on behalf of a user.

Report: Your next visitor is not human

Research among 658 decision-makers and advisors

But their digital platform often isn't ready for that yet. We investigated how 658 organizations are preparing for AI-agents and the shift in the customer journey that this brings with it.

Key figures

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“The question is not if your users will use your platform via agents, chances are it's already happening. More important is who determines the route: you or the agent? Because whoever no longer determines that route themselves, loses grip on the customer journey and ultimately the relationship with their customers.

Fortunately, there are solutions that help you get more grip on the customer journey when that customer sends a ‘personal agent’ your platform's way. You'll read more about that in this report too.”

– Wout Withagen, Director Freshheads

61%

Expect use of AI-agents

A majority expects users to mainly work via AI assistants on their platform in the future.

61%

Invested in convenience

An equally large group mainly invested in the design of their platform over the past few years to improve usability.

51%

Find the platform structure not up to par

The structure needed to give AI-agents controlled access to their platform. Think about data, APIs, and a mapped-out customer journey.

37%

Measure AI usage

Most platform owners don't know how often their platform is used by an AI agent and what tasks they perform.

Is your platform ready?

Take the AI grip scan

Organisations build a platform mainly for efficiency and ease of use. It is the carefully designed place where the relationship with the user is established. That means design, flows and content do not just attract, but also give control over the user experience.

The discomfort: an AI-agent that acts on behalf of the user does not look at the screen. That means the relationship develops outside the platform, in a place the organisation does not manage.

To keep control, investments must be made in the structure behind the platform. With databases, an API, MCP-server and a well-thought-out customer journey. To get started with this, we recommend the four steps below.

If you want to keep as much control as possible over your relationship with your users, now is the time to take action.

– Wout

Make it clear

Track agent traffic in analytics and logs. Without insight, it is hard to recognize urgency and budget rarely happens. Do you know what share of your visits and actions already comes from an agent?

Determine what an agent can do

Determine where an agent is welcome, what actions it can take, and where a human explicitly needs to stay in charge. Have you decided which actions only humans are allowed to perform, such as paying?

Map the user journeys

Describe the steps, choices, goals, and necessary information independently of your current content and pages. Can you describe your primary user journey without referring to your pages?

Manage access yourself

Give agents a controlled route instead of letting them click through your screens. Can an agent make the journey via an API or MCP-server?

Make it clear

Track agent traffic in analytics and logs. Without insight, it is hard to recognize urgency and budget rarely happens. Do you know what share of your visits and actions already comes from an agent?

Determine what an agent can do

Determine where an agent is welcome, what actions it can take, and where a human explicitly needs to stay in charge. Have you decided which actions only humans are allowed to perform, such as paying?

Map the user journeys

Describe the steps, choices, goals, and necessary information independently of your current content and pages. Can you describe your primary user journey without referring to your pages?

Manage access yourself

Give agents a controlled route instead of letting them click through your screens. Can an agent make the journey via an API or MCP-server?

Make it clear

Track agent traffic in analytics and logs. Without insight, it is hard to recognize urgency and budget rarely happens. Do you know what share of your visits and actions already comes from an agent?

Determine what an agent can do

Determine where an agent is welcome, what actions it can take, and where a human explicitly needs to stay in charge. Have you decided which actions only humans are allowed to perform, such as paying?

Map the user journeys

Describe the steps, choices, goals, and necessary information independently of your current content and pages. Can you describe your primary user journey without referring to your pages?

Manage access yourself

Give agents a controlled route instead of letting them click through your screens. Can an agent make the journey via an API or MCP-server?

Make it clear

Track agent traffic in analytics and logs. Without insight, it is hard to recognize urgency and budget rarely happens. Do you know what share of your visits and actions already comes from an agent?

Determine what an agent can do

Determine where an agent is welcome, what actions it can take, and where a human explicitly needs to stay in charge. Have you decided which actions only humans are allowed to perform, such as paying?

Map the user journeys

Describe the steps, choices, goals, and necessary information independently of your current content and pages. Can you describe your primary user journey without referring to your pages?

Manage access yourself

Give agents a controlled route instead of letting them click through your screens. Can an agent make the journey via an API or MCP-server?

I want help

Quickscan

Is your platform ready for AI agents?

We help you get started with our quickscan. You gain insight into the most common bottlenecks and know how to keep as much control as possible over the customer journey when using AI.

Quickscan

Is your platform ready for AI agents?

We help you get started with our quickscan. You gain insight into the most common bottlenecks and know how to keep as much control as possible over the customer journey when using AI.