Agentic AI: The Next Step In How People Are Buying Online

There is a new word in discussions about AI: agentic.

If you have heard it and wondered what it actually means, you are not alone. The terminology is multiplying at speed.

In simple terms, agentic AI is AI that does things for you. Not just answering a question, but completing a task, making the booking, finishing the checkout, submitting the form.

From browsing to doing

For years, digital experiences have been built around a predictable pattern. A person searches, compares options, clicks through, fills in details and completes a transaction.

Agentic AI introduces a new layer. Instead of guiding a user to the right page, an AI assistant could carry out the action itself. That might mean:

• Completing a purchase based on a set of preferences
• Reordering a product when it runs low
• Securing tickets or reservations within a defined budget
• Signing up to an event or subscription

The intent still starts with a human, but the interaction with the website may not.

Why this matters for purchase journeys

Many online experiences, particularly in retail and booking-led sectors, rely on structured actions: search, filter, select, confirm, pay.

At the moment, AI agents navigate websites much like we do. They scan pages, click buttons and attempt to interpret forms. It works, but it is not always elegant.

This is changing, with new protocols emerging that allow websites to expose clear, structured actions directly to AI agents. Rather than guessing their way through a checkout or reservation flow, an agent can be told exactly what is possible and what information is required.

Standards are still forming, and not all of these systems will work smoothly together. But the direction of travel is clear with more automation, more delegation, and more task completion handled by machines.

When AI becomes the customer

Imagine a customer asking their AI assistant to “find and buy a birthday gift under £40 with next day delivery” or “book me a weekend break within three hours of Manchester”.

The intent, budget, and timeframe are clear. However, right now, most websites are not built to handle these interactions smoothly. How accessible is your website to machines? Ask yourself:

• Is your product or availability data structured and easy to interpret?
• Is pricing transparent and consistently formatted?
• Are booking and checkout actions clearly defined?
• Or does your journey rely on visual cues and layered navigation that only makes sense to a human?

Brands that reduce friction and structure their data well will be easier to transact with, regardless of who or what is completing the journey.

In an agent-led world, clarity becomes a competitive advantage.

What should we be doing now?

There is no need for dramatic overhauls, considering most brands are still at the exploration stage.

But it is worth starting the conversation:

• Audit your core transaction journeys
• Review how structured and accessible your key data is
• Speak to your developers about emerging AI standards
• Consider how automation could enhance your customer experience

The brands that stay curious and proactive now will be better placed if and when agent-led transactions become mainstream.

If you would like to explore how future-ready your digital experience is, get in touch with our team or take a look at more insights.