{"id":7028,"date":"2026-03-12T05:06:15","date_gmt":"2026-03-12T05:06:15","guid":{"rendered":"https:\/\/www.stanventures.com\/news\/?p=7028"},"modified":"2026-03-12T05:09:07","modified_gmt":"2026-03-12T05:09:07","slug":"ai-agents-will-become-major-web-users-says-googles-liz-reid","status":"publish","type":"post","link":"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/","title":{"rendered":"AI Agents Will Become Major Web Users, Says Google&#8217;s Liz Reid"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">During the recent conversation in the ACCESS podcast hosted by Alex Heath and Ellis Hamburger, Liz Reid, VP and Head of Search at Google explained that the future internet may not be dominated only by humans browsing websites. Instead, AI agents may perform many tasks on behalf of humans.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Her key point:<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">There will likely be a world where agents do a lot of interaction on the internet, not just people.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">But she also clarifies something important:<\/span><\/p>\n<blockquote><p><i><span style=\"font-weight: 400;\">She does not believe the web will become entirely agent-driven. Humans will still want to interact directly with content.<\/span><\/i><\/p><\/blockquote>\n<p><span style=\"font-weight: 400;\">So according to Liz, the future of search is likely hybrid: humans + AI agents.<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"What happens to Google when AI answers everything?\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/jyMBaoKV5IM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\"><\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#what-exactly-are-ai-agents\" >What Exactly Are AI Agents?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#how-agents-could-change-the-web\" >How Agents Could Change the Web<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#what-this-means-for-seo\" >What This Means for SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#why-google-is-comfortable-with-this-shift\" >Why Google Is Comfortable With This Shift<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#the-bigger-vision-of-the-future-web\" >The Bigger Vision of the Future Web<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#why-this-matters-right-now-for-seo\" >Why This Matters Right Now for SEO<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.stanventures.com\/news\/ai-agents-will-become-major-web-users-says-googles-liz-reid-7028\/#key-takeaways\" >Key Takeaways\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"what-exactly-are-ai-agents\"><\/span><b>What Exactly Are AI Agents?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">An <\/span><a href=\"https:\/\/cloud.google.com\/discover\/what-are-ai-agents\"><span style=\"font-weight: 400;\">AI agent<\/span><\/a><span style=\"font-weight: 400;\"> is essentially software that can search the web, read multiple pages, compare information, perform tasks and return answers or actions all on behalf of you while you are busy doing other tasks that really matter.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Examples already emerging:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">ChatGPT browsing mode<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Gemini agents<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Claude + tools<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AI shopping agents<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">automated research assistants<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">So think of this, with these agents visiting 10 websites for your users and taking action on their behalf, the question is, is your website optimized for these agents to crawl, fetch and display the content?<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"how-agents-could-change-the-web\"><\/span><b>How Agents Could Change the Web<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><b>Today:<\/b><span style=\"font-weight: 400;\"> A typical search process looks like this &#8211; a user searches Google, clicks websites that are listed, reads content and decides what action to take.\u00a0<\/span><\/p>\n<p><b>Future:<\/b><span style=\"font-weight: 400;\"> In an agent-driven model it becomes &#8211; user asks an AI to search, AI agent searches the web, reads multiple sites and returns a summarized answer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This means machines become the primary readers of content.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"what-this-means-for-seo\"><\/span><b>What This Means for SEO<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This shift changes the traditional model of SEO.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of optimizing only for human clicks (which Google has been backing for a long time now), websites must also optimize for AI consumption.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Key changes likely coming:<\/span><\/p>\n<h3><b>1. Content Must Be Machine-Readable<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Agents will extract information directly from pages. This means structured content is going to be critical. Ensuring schema markup, clear headings, entities and factual statements.<\/span><\/p>\n<h3><b>2. Brand Mentions Matter More<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">AI systems often cite trusted brands and entities. So brand authority and mentions across the web may become even more important than traditional backlinks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is already happening. Check out all the AI platforms that you can think of, AI Overviews, ChatGPT, Preplexity etc. all use citations from multiple websites to generate the information.\u00a0<\/span><\/p>\n<h3><b>3. Clicks May Decline<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If agents summarize information, fewer users will click websites. We have been seeing this trend ever since Google introduced the featured snippets. But with AI overviews and AI Mode now becoming the integral part of Google traditional search, the drop in search CTR is going to increase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This creates a new model:<\/span><\/p>\n<p><b>Visibility &gt; clicks<\/b><\/p>\n<p><span style=\"font-weight: 400;\">In a few years you would want your site to be cited, referenced and summarized in AI tools even if traffic decreases.<\/span><\/p>\n<h3><b>4. AI Will Query the Web Differently<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Agents may run multiple searches simultaneously, this means the use of long tailed questions with varied intents. Additionally, it will compare the user&#8217;s request with the content provided by each source so that the one that fails to provide the answer is rejected from the citations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AI agents will also compare the trust signals before displaying the results to the users which increases the value of getting brand mentions and community mentions in the coming days.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So ranking #1 may not always matter the same way. Being trusted by the AI system becomes the real goal.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-google-is-comfortable-with-this-shift\"><\/span><b>Why Google Is Comfortable With This Shift<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The host asked whether agents interacting with the web might hurt Google. Liz Reid\u2019s answer was essentially:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If done correctly, agents using search could actually increase demand for search infrastructure.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In other words:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Agents might still rely on Google as the backend discovery engine.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So instead of:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Human \u2192 Google \u2192 Website<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It may become:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Human \u2192 AI Agent \u2192 Google \u2192 Website<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Google remains in the middle.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-bigger-vision-of-the-future-web\"><\/span><b>The Bigger Vision of the Future Web<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">According to Liz Reid, the future internet may look like:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This model involves humans primarily interacting with AI agents, which then perform extensive research and even interact with other agents across the web. Within this system, search engines are expected to act as the essential infrastructure for all data discovery and movement.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This complex interaction model between people, AI agents, and search infrastructure fundamentally changes the web&#8217;s architecture, leading to the creation of a &#8220;multi-layer internet.&#8221; This is a significant shift from the current model, formally recognizing machine-to-machine interaction as a core component of the future online experience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The resulting multi-layer internet is defined by three distinct components. These layers are the Human layer, representing direct user interaction; the AI layer, where agents execute tasks and conduct research; and the Search infrastructure layer, which acts as the foundational engine for all data discovery.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"why-this-matters-right-now-for-seo\"><\/span><b>Why This Matters Right Now for SEO<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For SEO professionals and website owners, this signals a major shift.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The new question is no longer just:<\/span><\/p>\n<p><b>\u201cHow do I rank on Google?\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">It becomes:<\/span><\/p>\n<p><b>\u201cHow do I become a trusted source for AI systems?\u201d<\/b><\/p>\n<p><span style=\"font-weight: 400;\">That includes strong topical authority, entity recognition, brand trust, structured content, citations across the web.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The shift is already happening. Have you started optimizing your site for the multi-layer internet?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you need expert guidance to transition your SEO strategy for the age of AI agents, connect with our team of <\/span><a href=\"https:\/\/www.stanventures.com\/contact-us\/\"><span style=\"font-weight: 400;\">AI SEO experts<\/span><\/a><span style=\"font-weight: 400;\"> today.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"key-takeaways\"><\/span><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"0\">Key Takeaways\u00a0<\/span><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"1\">Hybrid Web:<\/span><\/strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"2\">\u00a0The internet&#8217;s future will be a mix of human and AI agent interaction.<\/span><\/p>\n<p><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"3\">Shift SEO Focus:<\/span><\/strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"4\">\u00a0Optimize content for AI consumption, not just human clicks.<\/span><\/p>\n<p><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"5\">Prioritize Structure:<\/span><\/strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"6\">\u00a0Make content machine-readable using structured data and clear headings.<\/span><\/p>\n<p><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"7\">Brand Trust Matters:<\/span><\/strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"8\">\u00a0Brand authority and mentions become more critical than traditional backlinks.<\/span><\/p>\n<p><strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"9\">New Goal:<\/span><\/strong><span class=\"appsElementsGenerativeaiAstAnimated\" data-ast-node-id=\"10\">\u00a0The key is to be a trusted source for AI systems, making visibility more important than click-through rate.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>During the recent conversation in the ACCESS podcast hosted by Alex Heath and Ellis Hamburger, Liz Reid, VP and Head of Search at Google explained that the future internet may not be dominated only by humans browsing websites. Instead, AI agents may perform many tasks on behalf of humans. Her key point: There will likely [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7029,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-7028","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AI Agents Will Become Major Web Users, Says Google&#039;s Liz Reid<\/title>\n<meta name=\"description\" content=\"AI agents may perform many tasks on behalf of humans in the near future says Liz Reid, VP and Head of Search at Google.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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