Agentic AI

The current conversation, and the next one

Right now, the AI search conversation is about visibility: does your brand appear when someone uses ChatGPT, Perplexity or Google’s AI Overviews to research your category? That’s a real challenge and an urgent one. Our GEO services are built to address it.

But the next challenge is already hovering on the horizon. AI agents – systems that act on users’ behalf rather than just informing them – are beginning to move from novelty to utility. In travel, finance, and retail particularly, the shift from “AI that answers questions” to “AI that makes decisions and completes tasks” will reshape brand discovery more significantly than AI Overviews ever did.

When an AI agent is booking a holiday, comparing insurance options, or shortlisting gym memberships on a user’s behalf, the question is no longer just “does AI mention you?” It becomes “does AI choose you, and on what basis?”

Magpie, our agentic testing tool, is the first practical answer to that question. It sets AI agents loose on client sites to reveal exactly what they can find and what they can’t, and our team then deduce what that means for your visibility in an agentic world. The solid SEO and GEO foundations that determine traditional and AI search visibility turn out to matter here too. The brands best placed for agentic AI are the ones that have already done the work.

Propellernet Labs is where we’re actively testing and building for this, because we’re heading towards a world where search and decision-making are increasingly inseparable.