19/06/2026
The old web ran on Search, Click, Visit, Act. Four human-driven steps to get anywhere. The agentic web compresses that to three: Ask, Answer, Act. AI handles the navigation. The middle disappears.
Here's what that means for your business: content that anyone could make is losing value fast. AI produces it cheaper and quicker than humans can. But content and expertise that only you could offer? That's gaining value. It's hard to copy and impossible to replace.
The businesses that come out ahead won't be the ones using AI to produce more of the same. They'll be the ones using AI to amplify what's genuinely distinctive about them.
So here's the question worth sitting with: what does only your business know how to do?
That's usually where the interesting work starts.