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Most of the conversation about agentic commerce is about retail: an AI agent compares sneakers, picks a pair, and checks out. But B2B buyers are already handing work to AI, and the same tools are starting to do more than answer questions. Some can now open a browser, visit your site, and fill out your lead form on a buyer's behalf.
Buyers have always built a shortlist before visiting a vendor's site. What has changed is where: that shortlist is increasingly built by AI agents.
B2B Buyers Are Heavily Using AI
B2B buyers are already starting their research in AI search. A G2 survey found that half of B2B software buyers begin their research in an AI chatbot. Sixty-nine percent ended up choosing a different vendor than the one they first planned on, and a third bought from a vendor they hadn't heard of before.
Buyers have always built a shortlist before visiting a vendor's site. What has changed is where: more of that shortlist now forms in AI search, before your site gets a say.
Agents Can Now Act, Not Just Answer
The newer AI tools do more than summarize. They can open a browser and do the work.
- Meta Muse can open a browser, navigate websites, and fill out forms, asking for approval before sensitive steps like sending an email or making a purchase.
- Claude Cowork has a built-in browser that can navigate sites, click, and fill out forms.
- ChatGPT Work can browse websites and complete tasks across sites and apps.
In other words, your demo form may soon have a new kind of visitor.
Is Your Site Agent-Ready? Three Questions to Ask
1. Can an agent read your site?
Agents work from screenshots, HTML, and page accessibility features, and some common design choices can get in their way. A few tips to get started:
- Use server-side rendering so key pages content without JavaScript
- Replace hover-only menus with menus that work without hovering
- Keep layouts stable while the page loads
- Avoid overlays that cover buttons, links, or fields
Simpler agents read only a page's raw HTML, so it’s vital to keep the details easily accessible and readable.
2. Can it complete your forms?
A form that works for people can still be hard for an agent to use. These best practices can help to clear the way:
- Label every field clearly
- Keep the steps simple
- Use real buttons instead of styled divs
- Avoid steps that depend on hovering
Many agents work from the same signals as screen readers, so a form with clear labels and simple steps is more likely to work.
Bot protection is the other hurdle. Sites often can't reliably tell a legitimate agent from a malicious bot, so a real prospect's agent can get blocked along with the spam. One emerging fix is signed-agent verification, where an agent cryptographically signs its requests so a site can confirm who it is.
3. Does AI recommend your brand?
An agent can only evaluate the vendors it finds, so the first question is whether yours is on the list. Answer engine optimization (AEO) starts with monitoring your competitive visibility for queries in your space, and how that changes over time. Our free AI Search Scorecard is a quick way to see where you stand today, and our platform LQ Vision helps brands uncover ongoing opportunities to improve AI search visibility over time.
Where to Start
Agentic technology is moving fast, and the first steps are within reach today: get mentioned in AI answers, keep your site easy to read, and make sure your forms work for agents.
Is your digital marketing agent-ready? At LQ Digital, our team helps brands show up and convert wherever buyers research, including in AI. Reach out to talk about where your brand stands.
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