Introduction

Well, thank you for the invitation.

My name is Bas Prins. I'm an AI trainer, consultant, doing governments as well, so we need to talk.

Agents as the New Consumers

And I'm talking to you about agents as the new consumers because we've been talking about, for example, geo instead of SEO for a while now.

But I think the main issue is we need to adapt ourselves to a different way of using systems instead of trying to optimize for something which isn't optimal.

I'll be trying to win back some time.

Most of the times I'm a marathon runner so I'm taking a lot of time for my presentations but if you want me to be a sprinter I can sprint as

From Websites to Outcomes

well so let's dive right into it if I'm a consumer I do not want to enter websites mostly I just want the product and not the entire website so if you

compare this for example to a well if you want to buy building material for For example, I don't want drills, I want a hole.

Which means that whatever you try to do in optimizing your website, it's still a hassle for me. It's a buffer between me and the product.

So I'm very glad with all the agents we see in browsers nowadays.

A Booking Scenario: Trains from Groningen to London

So, for example, if I want to go online and buy a one -way ticket with a train, I should add that, with a train from Groningen to London on the 11th of February 2026, I'm sorry, it's just the nerves that are getting me.

And I want to compare those to agents, whatever you'd like to call them, because if you're the purist, it's not an agent, it's an assistant, and whatever.

It's interesting to see how these behave on your website.

In this part, I'm skipping all the SEO.

Of course, there's a bit of SEO and GEO in how it will perform its tasks, but I don't care as a consumer and what people should care about is how the AI

How AI Agents Navigate Your Website

is using your website for example funny thing is the Atlas browser within chat GPT this afternoon didn't even try the website of NS the Dutch railway system

it went to a different website and it told me oh I can't book for 2026 which which is interesting and there's no trains available probably, it's February so there's snow on the tracks and we won't go anywhere.

But it's really interesting to see what it does on your website and most of the companies are not looking into this.

You will see, well right now it's performing quite good and it's nice to compare those two as well and see what it comes up with and where it stops its journey

because sometimes you'll see that website websites do not perform with AI

Government Websites and Agent Access

agents if you look at government for example and you look into the the notes that have been taken with community meetings and stuff they should be open

for everyone but we've had cloud strike crowd strike I'm sorry who have been telling governments as well do not allow agents on your website keep them off don't do that and there's a surprising lot of companies who simply block agents

we really need to discuss that and I'm discussing that with governmental organizations because I can see that we can't use agents on well having a look at how websites are performing or how legislation was being being made and

being born right now it's still looking in this entire mess of a I can see all kinds of stuff we need to check different options and now you can see

Comparing AI Browsers: Atlas vs. Perplexity

that Perplexity is asking me to select a train, alright. I personally, I don't know how it's

with you, but I prefer Perplexity over Atlas every day.

I don't know who's been using those agents or the browsers.

You've been, a lot of them, no, you're the only one in the crowd who's been using AI browsers.

What's going on with this crowd? What's your experience?

Current Frictions: Payments and UX

yeah yeah if you look at this that's why I'm using Apple it's always Apple it's always Apple first yeah yeah if you here in the church I'm a believer I'm an Apple user I've went all in if you look at this one of the main hassles for the

AI agents right now is paying for example the payment is one of the the biggest problem so we should come up with something and there's people working on that and how do you pay in these circumstances I would love to have

an agent that has a 50 euro budget or a 100 euro budget to spend every day as long as I don't have to visit those websites because as you can see it's a a lot of clicking and a lot of buttons, etc.

Now, it needs to fill in my details, so we won't go into those details.

I believe we're in a different train here. One of the greatest

Google Anti-Gravity as a CRO Co-pilot

products that have been launched over the past few weeks is Google Anti -Gravity. Has anyone been trying that?

A couple of people. One of the things you could do,

coming up with this screen is having a CRO expert trying to perform this journey so I'm now asking Google to visit the website and give me an overview in what they are struggling with what the agents are struggling with in order to buy a ticket and everyone should do this on their website because

1we have to prepare for the agents as the new consumers. I do not want to have that information.

I want to communicate with my phone, with my watch, whatever. And I wanted to pop up with the information and check out of me.

So as you can see it's now creating different tasks for itself and it's well I'm glad it's working properly it's always yeah it's always a hassle

Generating Plans, Mockups, and Agent-Friendly Flows

he's proceeding with an implementation plan and I as it has its flaws good Google anti -gravity but it's it's a really nice treat and everyone should try it out I'm not a big fan of Google per se but this is a this is a real nice

one anti -gravity would like to use the browser yes sure go ahead launch the browser and do your thing and now you can see it's now we're having to install all sorts of stuff we're skipping that part if you do this it'll come up with

a CRO plan and you can even create a mock -up for the website which has been optimized for an agent.

Is it perfect yet? No it's not.

Are we getting somewhere? Yes.

Do we need to address this within our company? Yes, absolutely.

Do we need to address this to the companies we're working for? Absolutely.

From SEO/GEO to AI Optimization

GEO is nice but it's SEO with a couple of extra checkmarks so it's not that special and we need to convince people and companies to use AI optimization optimize for AI agents instead of human beings because I do not want to visit

your website yeah I wished it would continue doing the things things we need to do as you can see it has been it said it has been working on some stuff that's

look and as you can see it's creating all kinds of documents implementation plans and stuff yeah it now wants to use the the browser to continue and and to take these extra steps it's a really nice way to to have a look at your

website and to to adapt to those to those new new techniques there was yeah that was that was about everything I would like to say yeah yeah I'm a sprinter I'm a sprinter no no worries I'll make up for some lost time no I

What Actually Changes: Behavior, Tech, and Org Design

think that's that's that's something we need to keep in mind consumer behavior is not changing because we give people tools it's changing because there's a

Conclusion

new technology we will organize differently and websites we they will be around but we don't need to overrate their impact because agents will have far more impact than geo or SEO with a couple of extra check marks yeah