The Internet is Being Rebuilt for Agents and it is an Opportunity for MSPs

The internet was built for people clicking through pages, filling out forms, and deciding in real time. It is no longer the case.

The next wave of "users" arriving on the internet are AI agents that act on behalf of humans. Gartner projects that 40% of enterprise applications will embed task-specific AI agents by the end of 2026. Akamai reports AI bot traffic surged over 300% across its network in 2025. And Gartner predicts that by 2028, 90% of B2B buying will be agent-intermediated, pushing over $15 trillion through agents.

Yet, most businesses are not ready for this. Their websites are designed for humans. Their checkout processes require form-filling that is hard for agents to navigate. Their data is locked inside visual layouts that look beautiful to people but are hard for agents to consume.

For MSPs, this gap between where the internet is going and where most businesses are today is exactly the gap that creates advisory revenue opportunities.

Websites for agents

It may seem that an AI agent can simply use the internet the way a human does: open a browser, read the text. Yet, it is not the best way for agents to consume the content.

The modern web relies on visual hierarchy. Headings communicate the importance of size. Navigation uses spatial positioning. Product pages rely on images and layout. Agents do not care about it. They care about data relationships, not pixels.

Most websites could not provide the structured information agents prefer. Sites without machine-readable data see agents disengage. "Why are all the AI agents going to our competitors?" is going to become a common refrain for your customers soon.

A business whose website is optimized only for human visitors is becoming invisible to an increasingly large share of how research and purchasing decisions are conducted.

Changes needed

The immediate needs fall into three areas:

• Structured data and schema markup: Every product page and service description needs markup that communicates what the content means, not just how it looks. This is the single highest-impact change most businesses can make today.
• Machine-readable content layers: New standards like llms.txt — a Markdown file at a site's root that gives AI systems a concise overview of key content — are emerging as the agent equivalent of sitemaps.
• API-first design: Agents do not fill out forms. They want direct, programmatic access to information and transactions. Businesses that expose clean APIs for products, pricing, and availability will be the ones agents can interact with.

Tools for agents

To illustrate the transformation, let's talk about the tools available to agents. As AI agents are becoming operational entities that need the same infrastructure human workers have always had. A growing ecosystem now provides agents with the capabilities they need to work on behalf of people.

• AgentMail: Email infrastructure for agents — their own inboxes with threaded conversations, semantic search, and structured data extraction.
• AgentPhone and Kapso: Phone numbers and WhatsApp access for agents, covering the two communication channels that dominate business interaction globally.
• ElevenLabs and Vapi: Natural voice synthesis and real-time phone conversation capabilities. An agent powered by these tools can handle front-line phone inquiries around the clock.
• Browserbase, Browser Use, Hyperbrowser: Full browser automation — navigating sites, clicking elements, filling forms.
• Firecrawl: Web crawling without a browser, turning messy websites into clean Markdown or JSON.
• Exa: Semantic search built for agents. Traditional search engines rank by backlinks and ad spend — signals designed for humans. Exa uses neural embeddings to understand query meaning.
• Kite and Sponge: Payment infrastructure for agents.
• Sixtyfour: Agent-optimized search for discovering people and companies — the prospecting and research work that sales teams have done manually for decades.

For your customers who sell products or services online, the practical question is direct: can an AI agent purchase from your business today?

And for everybody, the practical question is even more straightforward: Can the agent use the tools available to it interact with your product and services?

The opportunity

You, as an MSP, can provide guidance to your customers. Focus on the foundational web optimization work that pays off regardless of how fast agent adoption speeds up. The structured data work is good practice even in a world where agents arrive slower than predicted.

The internet is being rebuilt. The question is not whether this affects your customers — it is whether you are the one guiding them through it.