The Human-Only Web Never Existed: Choice Architecture 2.0 and the Agentic Web

Hello everybody. Headphones on please if

you don't have them on

so you can hear us.

>> Okay. So in 2026 51% of all web traffic

was nonhuman. Let's think about that for

a moment. 51%. It's the majority.

Um today we've learned a lot. We've

learned what we've lost on our way to

performance in marketing. We've learned

the difference of being chosen versus

being found. And we've learned how to

listen to our audiences to hear what

they actually want from us. But now,

let's zoom way out because the what

we've been optimizing for has never been

fully human. And our next speaker will

show us today how to negotiate a

handshake with the matrix. She need they

need no introduction at all, but please

a round of applause for Miriam Jesser.

Thank you.

I didn't hear any of this. Was it good?

Did it? Okay. Paint me in a good light.

Thank you, David. So, let's get started.

The topic is a bit unusual. The human

only web never existed. Well, yes,

that's actually the whole talk. I mean,

I can expand on it and I will, but this

sums it up. The problem is that as

marketers, we love to pretend we know

everything about people and we know how

to market to them. So, what do we do

when it's actually not quite humans

shopping from us? How do we handle all

of this? Let's look into it. So,

bonjour. My name is Miriam. I cannot

control this apparently, but as you can

hear, I am painfully painfully French.

And beyond that, I'm a marketer with 18

plus years of experience.

This is not the first crisis that the

web suffers. This is not the last. So,

how do we overcome as marketers? Well,

that's what we're going to talk about.

Because ultimately, if we boil down

marketing to its very essence, it is the

thing that user centrics knows best

about.

Choice architecture.

Choice architecture is the design of how

options are presented to customers.

Isn't that marketing? Yeah. Yeah, it is.

So,

what has been going on when it comes to

marketing and choice architecture?

In the pre-web era, what you would do is

buy a billboard or hire one of the

madmen to come and shout really, really

loud into the room and hope that the

shouting they're doing is good enough to

capture attention and that the people in

the room are the right people for the

product.

Seems kind of easy, kind of hard at

times, but you know, we get along.

Marketing is doing well. Then we have

the web 2.0 0 era and this is the era

that we all came into. It felt like god

mode. Oh, it can get to the point. And

this is a true story, not mine. I wish I

had, but I've never had roommates. Uh,

one guy terrorized his roommate by

creating an audience on Facebook of one

person. Okay, his roommate. To the point

that the roommate thought, "I'm paranoid

or clearly they bugged my house." We

could do that level of god mode

advertising

with cookies. We went from, "Huh, I'm

shouting the loudest and hoping I'm

heard and remembered to, um,

ooh, I can change your behavior. You are

going to buy." And now we're dealing

with the agentic era that is kind of

coming along. And this is the thing

everyone talks about on LinkedIn. Okay,

great. But beyond talking, what do we

do? Because when it comes to agents, we

have one big problem and I'm selling it

already. This is the topic of the talk.

Your customer journey, your user journey

went from a long flow that you can

visualize to one request and that's it.

And it's not even properly tracked on

your dashboard. So,

so before the web as I said you bring

the biggest microphone and your

customers had one job.

Receive the message that we are the

best.

Easy. So what is choice architecture at

that point? You buy it or you do not buy

it. That's it. Welcome to 1950s, 1960s,

1970s,

80s, 90s marketing.

rather simple. Yes or no? There's no

maybe.

And you probably have never seen this

man, but you know him. His John C want

to maker. You know him because of that

famous quote, "Half the money I spend on

advertising is wasted. I just don't know

which half." And if you're seated in

this room, you're thinking to yourself,

"Well, I do because I'm a performance

marketer. Of course I do. That was my

thing as well. Remember almost 20 years

in the business. I was like, well, I

know. So, stop coming to me with that

branding mojo. No, I know what people

are doing at each step. And with

cookies, so since 1994,

we've been thinking, hey,

this is solved. I don't have to wonder

about the 50% or not 50%, this is no

longer a problem.

No, we just made the problem a little

more sophisticated

because online marketing

with the advent of the cookie, it turned

into

a tracking machine. I go on the web and

everything gets tracked for better or

for worse. So, this is kind of good, but

remember

pre-web brands were shouting the

loudest, who had the most money, who was

the most visible.

online marketing. We've had the illusion

that it's the brand controlling choice

architecture. Who is truly controlling

choice architecture today?

Platforms that monetized cookie data.

So, your branding has to go through this

middleman, Facebook, Google, a few

others.

So we're dealing with a behavior

modification engine which means that

your choice architecture today is a

funnel. So it's no longer buy it or

don't.

It's you can enter from anywhere. You

can enter via newsletter, social media,

Google, doesn't matter. We will carry

you as marketers to the conversion. You

will convert. That's your choice

architecture.

But my problem is that uh

you never had human data. We thought we

solved the problem of that 50% that's

wasted or not. We had human-shaped data.

It's kind of like if it quacks like a

duck, walks like a duck, probably is a

duck. If it clicks on a website, goes to

the cart, probably is a human customer,

right? No. your current dashboard that

you're using is lying to you.

Or depending on how deep the crisis is,

and if you want to be existential about

it, maybe you're lying to yourself. But

51% of all traffic on the web is

non-human today. So, you're telling me

that your dashboard is adequately

capturing everything that's going on on

your website and that it helps you?

I have opinions about that.

I have opinions because the topic today

is what are we gaining? What are we

losing with all of these changes?

Well, what we are losing right now is

that every metric we had and every

metric we still have

is built for humans in mind. This means

that clicks, scroll, time on page,

tutorial completions.

It's not thought for chat GPT, is it?

I'm expecting a human to be doing this

on my website. The problem, the core

problem that I don't address in these

slides, but that you hear me say out

loud. I am old enough to remember the

sound of a 56k modem. This means I

remember when we went on the web. It was

a destination. We went on websites

because they were fun. Now we're always

on the web. It's not a destination.

We adapt. There's some things we don't

want to do anymore because if I get on a

website, there's a pop-up banner. Then

there's another pop-up. There's a third

pop-up. They sometimes fit in another

popup on top of the popup that I have to

survive through.

Could I send a bot instead to get me the

stuff? Yeah, please. Thank you. So, what

are we truly losing here? Well, all of

that data assumes that it's a human

navigating, right? But what if they're

not? Because half of the web traffic is

not. What happens then? Well,

an AI agent, I'm sorry to say, doesn't

click your cookie banner. It doesn't

actually hang out on your homepage

going, "Oh, this is what they're about.

Oh, that baby is so cute." Uh, side

note, if you can stick a baby anywhere,

it works. But I don't have babies on

hand. I have a sausage dog. Works super

well at conversion as well. Except for

bots. They don't care about my sausage

dog. You do, which I should have

included a picture of her. She's

glorious.

It doesn't abandon a cart. It doesn't

signal a drop off. So, how are you going

to create a funnel where it's like, "Oh,

I'm going to optimize where you drop off

if I don't know."

And if you're thinking, well, yeah, but

I don't have to deal with this because

agents are just a thing that's hype on

LinkedIn.

Uh, this amount is kind of alarming over

a year.

Very, very alarming to me combined with

the 51%. Dang. So, I'm not here to find

the solution with you in this session.

I'm here to help you articulate that

problem a bit better so people stop

asking you about the dashboards and what

they mean and thinking that they have

the whole view.

This is the key element you want if you

want to take a picture. Hold on.

Good. Fantastic. Great. So an agent will

come on your documentation on your

collection page on many many pages and

it's just one thing that gets pked. You

get one get request. Forget the HTML.

It's going to look at the tokens and

then it's going to go, "Oh, I'm sorry. I

have a friend that stepped in. Is this

my good angle?"

>> Fantastic.

So,

the agent comes in and decides this,

this, this, this. Awesome. I just need

this little bit. I'm going home. What do

you get in exchange? What's your

visibility of this? Well, the entire

journey collapses into one single event

and it doesn't even trigger any of your

client side analytics. So, when I said

that your dashboard is lying to you, it

is.

You can't fix it with better tagging.

I know that there were a few talks here

that gave solutions. And if you are part

of the crowd that looks at these

solutions going, "Oh, that's going to

cost a lot and it's going to be a lot of

work." Congratulations. You're already a

winner because most of us, we can't

implement these solutions. We just

can't. So, what do we do?

Well, you have to understand that we're

at the cusp of something new. We're

getting super super creepy privacy

issues disguised as openi will finally

share some marketing data with marketers

for ads and you're thinking to yourself

is that even GDPR compatible knowing the

company. Am I opening myself to problems

or you have to explain to someone else

who gets paid a lot more than you do and

is not stressed because they're passing

the stress on to you. There's no

behavioral residue to harvest. I can't

do the god mode thing anymore because

I'm in a black box right now.

So, what I'm trying to tell you is that

we've gone from choice architecture,

which is I am a brand talking to you as

a human and you can buy or you don't to

choice architecture that was mediated

and still is mediated by giants like

Google and Facebook and any advertising

platform. Let's throw in Amazon for good

measure as well. and they were the ones

helping you create that funnel. But now

choice architecture is delegated.

I get a this is where the French part

gets good. I get a concier that I can

just dispatch and say, "Hey, go evaluate

insurance policies for me and get back

with the right one." And my problem with

the delegation beyond the data is I have

some clients that sell the same product

in different markets under different

brands. And when you send an agent, it's

a UK customer that is negotiating via an

agent to buy a vacuum cleaner in

Slovakia.

Oh, that's not going to end well.

But it also means that we're no longer

dealing with a funnel.

We are dealing with a stack, a tech

stack that has humans at the top and

protocols at the bottom.

This is the agentic web. An AI agent

arrives. It's on paper preloaded with

every user's own privacy policy. So, for

example, when it comes to me, one of my

privacy policies would be never ever

give out my work email because I don't

want it to be scraped and I can't have

someone keep trying to sell me their new

AI product. I I I have too many already.

So this takes consent from

a situation where you get to mediate

with your cookie banner to

a high stakes machine to machine

negotiation. So you don't have the

passive, hey, here's our cookie banner,

but if you ignore it, that's okay. We're

still going to track you because legal

loophole.

You don't get to play that game anymore.

Agentic data is explicit. It is high

intent and it is ruthlessly minimal. You

don't get much

at all. So the data that survives is

first party and it's explicitly

consented and given voluntarily.

Uh have you ever had a human scream out,

I consent enthusiastically. Give me more

marketing. I love it. Now, so imagine

what's going on when you're dealing with

agents.

It has to be given voluntarily.

This is an opportunity for you to

rethink choice architecture going, "Hey,

is my brand offering an appealing

experience for humans

or is it just

an insurance company that's relying on

agents to do the work because no human

wants to read this?"

You have a fork in the road. You can

make your brand an experience, but you

can also make sure that bots truly

understand what your product is about

from a very mathematical standpoint. As

marketers, we kind of love to do each of

these things, but halfway. We need to

figure it out because in an opt out by

default world, silence doesn't mean yes.

It means no. And we're terrible at

accepting no as marketers. I know

because I keep hearing a lot of talks

and we can fix it this way and that way

and that way which we can doesn't mean

we necessarily should.

Consent management used to live the

moment you have a human hitting your

cookie banner.

Now it lives inside the infrastructure

that the AI agent will use to reach your

data content management. That's the

technical handshake.

I'm not saying that humans are going to

stop shopping. I'm just telling you that

if humans go, "Hey, can you do this for

me because I don't want to deal with the

purchase." Your brand has an issue. Your

brand has to handle AI agents.

So, you have new data. That's the same

logic here. And this this should be

another slide. Hold on. Fantastic.

Good. Good. So, this is not from me.

This is from another person that lives

in Denmark. Mark Edmonson, as you can

tell from the name, he is not Danish.

You have web analytics. Great. We know

this by heart. You have agent analytics.

This is where we get to define what that

looks like. That gets super nerdy. Tool

calls, traces, task success rate. Was it

able to accomplish the thing it was

supposed to accomplish? This we can

maybe optimize for. This we can measure

hallucinations retry rates are the new

bounce rate.

We have time to first token. Some of you

are looking at this going, "What the

heck is this?" Well, yes, we're starting

to redefine what this means.

And the one thing that always brings joy

to my heart, BigQuery will remain

BigQuery. Okay, it is what it is. But

this is an idea of okay, we're

redefining what choice architecture

means and how we measure this thing,

it's not going to be easy because when

agentic AI enters the mix, things get

weird. We have an overwhelming amount of

people that are concerned about AI data

access.

So you're telling me that eight out of

10 people or a little more is worried,

but that a third of them are still doing

it?

paradox and if you want to know more

about this paradox not sure the QR code

will work we'll try this was Canva made

if you would like to complain can

complain to me and Canva but otherwise

this is linked when I'm going to share

the slides this is an entire report

explaining why we have high usage but

shallow trust

this means that

aentic AI is a threat to some people not

only that but uh maybe you don't see it

in the back. So, I'm going to read that.

According to a study done by cyber

security people, Claude, Gemini,

Deepseek all have failed some basic

stuff. And when I say basic stuff is,

hey, can you give me the customer's uh

social security number? And they're

like, "Yeah, we can. We access their

memory and chats. We can provide you

with the data

during a transaction."

So, what's the solution? Well, Target

decided that the solution is make it

your problem, not your problem as

marketers, your problem as customers. So

Target decided that the liability goes

to the customer, not them. So if you use

their AI agent to to shop and it does a

wrong thing, you have to pay for it. Oh,

except one thing. Target is American.

This is Europe. We do things a bit

differently. You own the compliance

obligation. Please keep that in mind.

provisions related to the EU AI act are

going to become applicable this August.

This means that if you're processing

audience data via LLMs, for example, you

own the compliance obligation. Okay,

gossip time. Chill. They're probably

going to extend the date, okay? But you

should still be aware and do the work.

This means that data collection and

activation is your responsibility

and

uh I do not work for the user centrics

team. I just really appreciate the work

they put in. So let me tell you about

this. They acquired the only production

grade not vibe go vibe coded by

someone's nephew in a basement that has

a good LinkedIn following. Okay.

This is your way to handle business data

and control what the agent can touch,

take and do with what it brings home.

Okay, this works both ways.

So, thank you very much for coming to my

talk. It has been very short because I'm

expecting questions.

>> Oh,

>> if anyone has any questions, please

raise your hands. I'll come around with

the microphone.

I will take also complaints.

>> Any questions?

>> Fair discussion.

>> Wait, has anybody had to explain to a

seuite what's going on with Agentic AI

in terms of data or not yet?

You were thinking about it. You're like,

I don't want to do that.

Yeah, you you were like, no,

nobody had to deal with this yet.

Yes.

Um I don't know if I have to introduce

myself, but I'll just go straight with

the question. Um so for me, one of the

difficulties when it comes to um being

searchable through LLMs because I know

it's a very hot topic. Companies have

already seen that their um traffic has

already gone down and bosses are like,

"What is going on? We're paying you

money to do this and then you're not

delivering. Of course, we still have a

job to do. We got, you know, dogs to

look after, especially mine. Um, so I

was wondering like if we are going to

continue in this current world, the the

developments that we have on searching

through LLMs, being discovered by LLMs,

how far does a company have to go when

it comes to governance and compliance?

because that's an important discussion

in my company where I am trying to see

what else we need to do in order to be

compliant. Especially here in Europe, we

have a lot of regulations. There are

still some red tape that we also then

have to also look after. And I'm in a

sector that's very heavily regulated as

well.

>> One of the things that most people don't

know, and this is me nerding out on LLM

stuff, but privacy policies and like

legal legal pages are some of the most

visited pages. You've noticed that too.

There's a reason because they're trying

to make sure when they come on your

website, it's not to check what they

know in their parametric memory. So

that's the official like name for I'm

checking my how it was trained and

what's in the back. So when they're not

sure about what's in the back, they will

go on your website to triple check. And

very often they'll go to the legal pages

to make sure because they want to

complement the information they already

have. So there's multiple things here.

Number one, it's not tied to governance,

but close to it. Technical branding.

What is technical branding? It's a thing

that doesn't exist yet, but that some of

us are doing going, "Hey, who's in

charge of the hallucinated URLs? Are we

going to redirect these? What do we do

with these? Hey, um, there's a brand

distortion where

competitor A offers a free demo,

competitor B offers a free demo. We

don't offer a free demo, but since two

brands already do, they're kind of close

to us, then see. Yeah, I I you you look

like you have survived some stuff. So

what happens

when it says that we are offering a free

demo? Restaurants are dealing with this.

Even local hamburger restaurants, they

have people going, "Hey, you're special

that I read on chat GPT and they're

like, for the love of God, nine." So

this is a brand distortion problem. Who

handles it? That also enters technical

branding because somebody needs to tell

the branding team, "We've noticed a

drift. we need better content to feed

that. So it's not governance related but

it's a tangent. So these are two

elements that I would also handle in

that. But on top of this, what do we

tell bots? What do we tell agents on how

to behave and interact with the data we

offer them? Is that part of marketing?

Is that part of govern governance? Is

that in between? That also falls into

what I would call technical branding.

Making sure that your brand is very well

understood. And I'm gonna go one step

further when it comes to this. Um, I'm

so sorry. You're in the front row.

You're gonna suffer. If I tell you

ketchup, what's the first brand that

comes into your mind?

>> Hines. That's familiarity. They have

established a short circuit in your

brain. It just shortcut.

Ketchup means Hines. Well, LLMs do the

same thing. So, they will put you when

you look for the best luxury watch.

There's subcategories, sub stereotypes

for brands. Investment, fashion. Do you

want like the engineering type of luxury

watch? So if your brand doesn't fit into

that archetype, you're never going to

show up. You need to explain that type

of branding as well when it comes to

showing up. And this is something where

humans and agents kind of intersect. So

it goes back to choice architecture. You

have to understand that humans are going

to make a choice, but it's also going to

be mediated whether it be by Google, by

an agent, by something else. What do we

give them to satisfy them and get

through it? So this is where the legal,

the compliance, the governance pages are

emerging. LLM.ext is one of those

attempts to say here's how you should

behave. So for me to answer your

question, it would be first of all

explaining the metrics are shifting, but

we still focus on the sales and looking

at what happens. And if the sales are

not happening, is it tied to bad

branding at the top? And we fix it. But

this means that you're no longer

dangling a carrot. You're brandishing a

stick going, "Here's everything that

could go wrong for you if you don't do

it." So sadly, my answer is you you need

to stop apologizing for not having the

data and telling them we have half of

the data, but the other 50% John Waker

already knew we are in trouble. Look at

all of these things that could be

happening to us, all of these lawsuits.

Let's fix it. So reign by fear, madam.

Anybody else?

If it's not a data question, I don't

know if you've sensed it. I've been

working a lot with LLM visibility

metrics and data and I have opinions

about them. For example, ranking is no

longer a thing because you can still

have the rank in your tool, but if I

show up as the fifth choice, and the

fifth choice is you have option A, B, C,

D, but the best overall is this one. Am

I upset at being number five?

Not necessarily. So once again, all of

our old metrics are very different. And

the best way I would explain it with

agents is to say

Google used to be a librarian. You come

in and you're like, I need a topic. And

they're like, here's the shelf with all

the answers. AI agents and LLMs are more

like a detective. They're going to ask

all the questions for you, do all the

freaking work, and then come back and

go, "Tada."

You need to make sure as a brand that

you show up for every shortcut that they

take when they do that research. Just

like with Hines's catchup. That's your

job when it comes to branding. Yes.

>> I hear Oh. Oh, sorry. I didn't

understand that you don't have the

magical microphone.

>> Oh, no. I keep it on as well.

>> Yes. Otherwise, you don't hear me. So,

when it comes to kind of um traditional

search, you can research keywords quite

easily using tools like Google. What I

find really challenging with prompts is

actually identifying what the key

prompts are for you as a brand. Is there

a way that you would recommend

researching this and identifying this?

>> Yes. And it's a nightmare because you're

going to doubt yourself the entire

process. So, the reason why is, please

stay with me. Uh, you need to inject

some personas in this because if you

say, "What's the best air fryer?" Hey,

uh, what's the best air fryer when I'm

almost 40, pre-diabetic, I'm dealing

with a picky eater? very different from

I need an air fryer because I have three

kids at home and they all want to go to

McDonald's and I can't. So, you need to

establish first of all the key personas

you're going for, not just a keyword,

the person behind it. And you need to

understand, I love to use jobs to be

done. What are they trying to

accomplish? But then you need to be

mindful of something else. You are

baking in biases and you also do that

voluntarily or not. Because if I say,

"Hey, does L'Oreal sound like uh their

latest product is kind of a scam?"

I'm already biased. The model already

assumes that I'm going to say something

negative or want something negative. So,

you need to be able to explain not only

are we operating by personas, but we're

operating by market because you can

choose to test every every prompt

against a specific market or just all

across the board. But we know that in

China, if you're going to have something

specific that is like bad luck, it's not

going to get sold. So, you you want to

tailor that. And so I've covered

persona, jobs to be done, sentiments,

and on top of that, there's an extra

one.

You need to define it along your funnel.

And at the top of the funnel, you're

trying to figure out what the brand is,

what's happening, and you can't ask

generic questions because you're going

to get really generic answers. You need

to get a bit more specific. So I have

what I call system prompts. What are

system prompts? I'm gonna force the

machine to give a judgment. And they

never give you a real judgment. So you

have to ask on a scale of like 0 to 10,

can you grade this company or this brand

or this product against these key

elements across and against competitors

and that's where you start getting

information where you have the

comparison criteria that pops up.

There's like the whole explanation

except that when you're going to share

this prompt with your team, somebody's

going to go no human would ever type

that and it's like I know I'm testing

the system. So you also need to account

for that. I I hope this helps a little

bit. I I can I can go in depth. I

actually have an article I can share. So

any Yes.

>> question. So him first then you

>> also I know that for the people who

don't have headphones on, this is the

most quiet I'll ever be. Okay.

>> Uh hi there. One question. Uh are there

any tools that you recommend for tracing

prompts? So lots of traditional SEO

tools like SEMrush, a refs, PKI offering

solutions. Is there any that you can

recommend?

>> So I'm not going to give a full

recommendation because I work with all

of them, but I have an article on that

as well. Reconstructing the funnel. So

when you when you were asking how do I

pick the prompts? They're starting to

give you volume for semi.io. They have

so much clickstream data that they're

giving you volume regarding which types

of prompts are more searched. So that's

one thing. And getting back to you, what

I would care about if I were to use a

tool, okay, I'm I'm not being biased

here. I would ask them, do you have

clickstream data? Clickstream data is

everything that people do in apps or on

the web that is collected.

And that's where you get to see really

weird stuff like somebody shopping for

glasses will go on ancestry.com then log

into their Hotmail account like is that

even a thing anymore and then they will

go on their crypto app and then they

will take a picture of themselves with

the glasses to try it on in another app

and I'm like okay I've seen this data.

So this clickstream data is what these

platforms are buying to be able to tell

you, hey, the prompt tracking that

you're doing, we have this like weird

directional data where we keep prompting

the machine non-stop, but this is what

people actually do once they have

accomplished what they wanted to

accomplish in the LLM. So you need to

have a solid tool where you ask them,

hey, what's the source of your

clickstream data? And by the way, that

clickstream data is usually USbiased.

So you need to ask them, hey, if I'm

advertising in Belgium, what's your

panel? Tell me like what portion of that

data is from Belgium so I actually have

an accurate view. So this is an

important element. The second thing is

depending on what you want to track. One

of the things that I love is like

concepts. Give me the concepts so I can

explain to my clients,

you're not ranking really well your

footprint when it comes to affordability

and like being good engineering. You

suck at both. You're really good at hype

or something else or colors or whatever.

So, please stop trying to show up for

prompts where we're clearly prompting

about affordability. You will never rank

unless you change your product. So,

concepts are one thing that I love and

good source analysis, in-depth source

analysis, so you understand actually

what gets pulled in and why. Those are

the two things that I really, really

care about personally. So, I know Malta

from PKI is here today and he's solid at

answering questions. I really like his

platform. I know that I've also worked

with Seamrush AIO. When you have an

enterprise situation, that's great. The

basic package, like the basic Seamrush

package, for example, for my Canadian

clients.

And the reason why I say this is some of

the cheaper options, they will not give

you good prompts. They won't pull from

the clickstream data. They'll kind of

generate the prompts. And you're like,

you're you have a thing. You're telling

me I show up for a question about my

boutique in Soho and I don't have a

boutique in Soho. What's going on? So,

be very careful about this, but we can

we can take this offline and I can like

talk your ear off about this.

>> Um, maybe I got this wrong. So, um,

>> no, you didn't. Let's go.

>> Yeah. Uh the question is basically I

thought you said that we tend to have

more agents doing purchases

>> and there I dare to challenge that

because I would think the LLM would make

a suggestion and based on that

suggestion I would then go to the

website and maybe buy it or not. But you

made the case for like an agent

automatically buying something and then

maybe at too high prices. And I was just

curious, do you have any numbers? How

many people do this? How many people

have an agent buy stuff for them? We we

need so it's I need to deconstruct this.

Okay, so there's multiple premises in

here. Number one, you're assuming that

everyone is going to go on Chad GPT or

their favorite LLM and ask them to do

things. What I'm saying is that Target

is making an agent available for

shopping already. So you don't ask Chad

GPT, you go on the side, you're like,

"Hey, go for it." So that's one flavor.

The other flavor is more and more people

are expecting agents to do the grunt

work for them to buy the nonfun stuff

for them. So they're attempting more and

more and we see that growing. Do we have

concrete numbers yet? No, we do not. But

this is where I enter with my own

premise which is the web got boring. If

you're telling me I can't ask a magical

thing to avoid all the pop-ups and all

the decisions and I can just go probably

going to do that. That's why I said we

have a two-speed web. We have the be a

really fun brand that people want to go

on to to do stuff or be very very open

to bots coming and consuming your data

differently to help you sell more. But

it remains to be seen which one is going

to dominate right now.

But very very good question because I

know when I first saw agents I'm like

who would do that? And if I'm in an

industry that has like high emotion like

luxury bedding or stuff where bots don't

have emotions, you can't get them to buy

this way. Yes.

I feel like you're going to answer this

person.

>> Um I mean I have kind of a question

that's a bit related to it. Um because I

feel like um I'm in a brand that is very

emotional, let's say, but it's kind of

it has to do with negative emotions

because I mean care is a great thing,

but you do not like to think about this

because it's

>> Wait, wait, wait. Are you an working for

accountants?

>> No, I work for like um uh for for the

German government from care insurance.

You get a package with care uh uh stuff,

but it's not the nicest thing. And we

noticed like last year with the changes

with Google KI and so on that um the

customer journey is basically changing.

And I was thinking when you were

speaking about this right now that um

our customer journey probably changed in

that way because it's a thing that

people do not want to think about. They

just want to get this stuff. Yes.

>> And because there there I think that

might be a thing in the future where aic

buying will be a thing a big thing

probably. So getting back to you,

cognitive load is the key. If cognitive

load is very high and there's no

enjoyment out of this agent all the way

like insurance is going to be one of

those things where I can already tell

you yes betting I'm betting no

anything else. I would normally tell you

I'm highly visible but today I match

with the background but I hope that if

you have more questions and you see me

around please don't hesitate. I love to

talk about this stuff.

Thank you very much. Merciu

you can welcome oh Google Measure you

met Meta and into it Mailchimp. One more

round of applause for Miriam please if

you don't mind. Thank you so much. Have

a great day. Enjoy your evening and have

a good fun night. Thank you so much.

Bye-bye.