By Kiersten Peterson, Individual Contributor at Futuri Media

Topics from Daniel Anstandig’s keynote at FAB

When I first heard the word “agentic,” I’ll be honest, I thought of some intense sci-fi robot making decisions on its own, with no human in sight. Sounds dramatic, right? But the reality is actually more practical and way more relevant to the business world than you might expect.

AI is moving from being purely predictive to becoming agentic, with systems that can reason, plan, and act independently. It’s happening right now, and it’s quietly changing how people find products, make decisions, and interact with brands. We’re stepping into the world of Web 4.0, where AI systems not only help us as users but also act on our behalf.

This is the new reality, and the brands that understand how to use it as an opportunity will have a serious edge.

“We are entering the age of the Intention Economy, where AI agents become intermediaries, negotiating, filtering, and deciding for users.” – 2024 Accenture Technology Vision report 

The implications are enormous, especially for businesses that rely on visibility, trust, and user engagement to grow.

What’s Actually Happening Here? Web 4.0 and Agentic AI, Explained

According to the Google AI overview, Web 4.0 is known as “the intelligent web or symbiotic web, represents the next evolution of the internet, characterized by its emphasis on artificial intelligence, decentralization, and ubiquitous computing. It envisions a more intelligent, interconnected, and personalized online experience where AI agents autonomously interact with each other and with users, blurring the lines between the digital and physical worlds.

So, what exactly is agentic AI in simple terms? It’s AI that figures out what we need and gets it done.

Instead of waiting for us to type in a search, these agents will understand what we (the person) need and handle it for us. This would be such a massive help in my daily life! 

At Google I/O 2025, DeepMind’s CEO Demis Hassabis introduced Project Astra, a prototype that can listen to conversations, observe its environment via camera, and suggest actions like rescheduling a flight or finding our lost keys. It’s a glimpse of what’s coming.

Why this matters: Our next customer might never Google our service or click on an ad. Their AI agent will just choose what it thinks is best, and if our brand isn’t seen as trustworthy, reliable, and easy to access, we’re not getting picked.

What we can do: Make sure our online presence is set up for both humans and machines. That means accurate, structured data, clear value props, fast-loading pages, and trustworthy messaging.

The future belongs to systems that know what we need… before we even ask.

Our Website Might Not Even Get Seen…And That’s a Big Deal

Many of us are used to thinking in terms of impressions, clicks, and traffic. With this new norm, AI will increasingly do the research, make the shortlist, and hand over options to users. We’re already seeing this with people using ChatGPT instead of Google or Google AI Overviews instead of scrolling through pages of content. If our brand doesn’t make that list, it’s game over.

Why this matters: Gartner predicts that over 50% of digital brand interactions will be handled by AI agents by 2027. That means the real audience isn’t always human anymore. It’s like one AI agent talking to another on our behalf. 

What we can do: Build trust at every digital touchpoint. Make it easy for AI to parse our content. Avoid vague marketing fluff. Get clear, get consistent, and focus on being genuinely helpful and reliable.

Our Buyer’s Journey Is Being Rewritten…Literally

Here’s a wild but true possibility: someone could “buy” from us without ever visiting our website or speaking to a rep. Their AI agent could evaluate the options, make a choice, and complete the transaction.

Why this matters: If we’re still designing experiences for the traditional click-and-convert model, we’re missing where things are heading.

What you can do: Rethink how we show up in the buyer journey. Ask: Can an AI agent easily understand what we offer, verify that we’re legit, and complete a next step without friction? Start simplifying, clarifying, and optimizing.

“We’re in a moment where businesses either adapt to these AI-driven models or risk being left behind as consumers adopt tools that simplify their lives in ways companies never anticipated.” – Daniel Anstandig, CEO of Futuri

 

Trust Is the New SEO, But Not Just with People

We’ve always said trust matters. That hasn’t changed, but who we need to earn it from has. AI agents are making fast decisions based on how credible, consistent, and transparent our brand appears.

Why this matters: If an agent can’t quickly tell that we’re the real deal, it’ll move on. And we might never even know you were in the running.

What we can do: Think of AI as another kind of buyer persona. Do a quick audit: Is our site technically clean? Is our brand consistent across platforms? Are our reviews legit and positive? Are we following good data practices? AI cares about this, and our customers will too.

The Opportunity: Early Adopters Have a Clear Path to Win

Yes, this is a big shift. But it’s also a big chance. McKinsey estimates that $1.7 trillion in value could be unlocked by 2030 through AI-driven personalization and automation. That’s not pocket change.

Why this matters: Businesses that move early will shape how these systems evolve and build long-term advantages.

What we can do: Start small and build from there. Test AI tools in customer service, lead generation, or internal ops. Use what we learn to scale smarter. And keep an eye on how our customers’ expectations change along the way. And make agility a priority, because as Daniel Anstandig often says, “Agility is bigger than ability.”

Don’t Lose the Human Element, It Still Counts

Even in a world full of intelligent agents, we as people still crave authenticity. We want to feel confident in our choices. We want to connect.

AI can automate a lot, but it can’t replicate our story, empathy, or point of view.

Why this matters:  When the agent narrows the list, we still need to close the deal. That’s where human connection becomes a competitive advantage.

What we can do: Bring our values to the surface. Share customer stories. Use our voice. Make sure that when people do find us, however they get there, it feels real, grounded, and trustworthy.

“AI can generate text or ideas, but it can’t replace the uniquely human spark that comes from real experience, judgment, and creativity”. The businesses and creators who blend that human spark with intelligent technology will shape the next era of digital innovation. – Daniel Anstandig

Let’s Talk

At Futuri, we’re building tools that help businesses earn trust from both people and the intelligent systems shaping tomorrow’s economy.

If you’re ready to future-proof your strategy and find your voice in a machine-mediated world, we’d love to help.

Let’s build the future of business together, one agentic step at a time.