This is the session I've been most looking forward to in the whole series -because it's about a shift that's coming faster than most people realise, and almost nobody is ready for.

So far we've talked about getting AI to find you, understand you, and recommend you. This is the next question, and it's a completely different one.

It's not whether an AI can find and recommend your site. It's whether an AI can actually USE it - navigate it, fill in the form, choose the variant, complete the booking, finish the checkout - on a real customer's behalf.

Because that's where this is heading. People are starting to hand tasks off to AI agents - "book me a plumber for Tuesday", "re-order my usual", "find me a pair like these and buy them" - and those agents are going to arrive at your website and try to get something done. The question is whether they'll succeed, or hit a wall.
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What we're covering

This one's properly practical, and properly technical where it needs to be - but always in plain English, with the techy bits clearly signposted so nobody gets lost and nobody feels patronised.

You'll come away understanding:

• How an AI agent actually "sees" your site - including where AI looks at your page like a screenshot and decides where to click (and why that suddenly makes layout and button design matter in a way they never did before)
• What "actionable HTML" really means - and the small, specific things that decide whether an agent can use your buttons and forms, or gives up
• The third-party trap - why your booking widget or checkout might be the thing that locks an agent out, even when the rest of your site is perfect, and exactly what to ask your providers
• The CAPTCHA paradox - the genuinely unsolved problem of how to keep the bad bots out while letting your customer's good agent in
• The plumbing being built underneath all this (MCP, agentic checkout, the new commerce protocols) - what it is, and the questions to take back to your developers

Whether you run a shop or a service business, you'll leave knowing how to test whether your own site is ready - and what to do about it if it isn't.
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Who this is for

This session is aimed at agencies, in-house marketers, and business owners - particularly anyone whose website is where the actual business happens. If customers buy from you, book you, or enquire through your site, this is squarely for you.

There's a specific thread for the agencies in the room: "an AI agent can't get through our checkout" is the most invisible problem there is, because the site looks completely fine to the human running it. Knowing to test for it - and knowing how to fix it - is a genuine new service worth offering.

No technical background needed. But if you ARE technical, there's a meaty section in here for you too.

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A bit about the series

This is the third session in The Agentic Web - a four-part series I'm running from May to September, designed to take you from where we are now to where things are clearly heading.

Each session builds on the last:

• May - Why AI keeps choosing the same brands
• June - The new technical SEO: what actually matters now
• July - The Agentic Web: is your website usable by AI?
• September - Selling and building websites in 2027

You don't need to have attended the first two to follow this one. But if you've missed them, register anyway and I'll send you the replays so you've got the full picture.

The one thing I want you to leave with

That idea runs through everything we'll cover. It's not about chasing the latest tactic - it's about understanding a genuine shift early enough to get ahead of it.

Save your spot

It's free. It's online. It's an hour that might change how you think about the most important asset in your business - and what it needs to do next.

Register below 👇

Can't make it live? Register anyway and I'll send you the recording.

Hosted by Lisa Freeman, co-founder of web development agency 18a Productions. Part of The Agentic Web series.