The agentic web is around the corner. With it, most of the KPIs in your marketing dashboard will likely become irrelevant. Conversion rates assume human visitors. Session duration implies browsing. Even attribution models presuppose conscious decision-making. When an agent books a flight across dozens of different APIs, which touchpoint gets credit?
This isn’t disruption; it’s displacement. My Sunday essay is about websites becoming workflows. Have a look.
As always, your thoughts and comments are both welcome and encouraged.
About Shelly Palmer
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named LinkedIn’s “Top Voice in Technology,” he covers tech and business for Good Day New York, is a regular commentator on CNN and writes a popular daily business blog. He's a bestselling author, and the creator of the popular, free online course, Generative AI for Execs. Follow @shellypalmer or visit shellypalmer.com.
