Chris Andrew for ScrunchSammby // ShutterstockYour most important site visitor is no longer humanOne of the most important ways marketers measure success is by the number of people landing on their websites. And that’s because AI offers a superior experience to traditional browsing: it’s faster, cleaner, and free from the clutter of pop-ups, autoplay videos, and keyword-stuffed paragraphs. As behavior shifts from search to AI, your most important site visitors today are no longer human—they’re the AI bots crawling your content to decide whether your brand gets cited in an answer. And none of the mechanics your site is built around—forms to capture leads, pixels for retargeting, optimized purchase buttons—work on them. To an AI, your site isn’t an experience to be navigated; it’s a dataset to be mined.