Marketers, take note: the rise of AI agents could soon make traditional website traffic a thing of the past. According to business strategist Chris Fordy, customers are increasingly likely to make purchases directly through AI intermediaries, bypassing corporate websites entirely. This fundamental shift threatens to disrupt revenue models and long-standing procurement processes, rendering many websites effectively invisible to buyers.
In a recent short video, Fordy argues that businesses must rethink their marketing strategies to adapt to a world where AI agents—not human visitors—become the primary decision-makers. Instead of relying on website visits, companies need to ensure their offerings are discoverable and actionable by AI systems. As Fordy puts it, "If you want to book an appointment or be interviewed, you need to be ready for an AI-first interaction."
The implications are profound: conventional metrics like page views and time on site may become obsolete, replaced by AI-driven performance indicators. For now, Fordy encourages businesses to monitor how their customers are sourcing information and to adjust accordingly. The full discussion is available on his YouTube channel.