We're facing a fundamental shift in how the web operates. Today, 20-50% of web traffic comes from AI agents and bots, with HUMAN Security reporting a 1300% increase in agentic traffic from January to August 2025.

This creates three critical problems:

- Skewed Metrics (bots inflate engagement while suppressing conversions, polluting A/B tests and breaking analytics)

- Invisible AI Traffic (agents that don't execute JavaScript remain hidden from traditional analytics while dominating server logs)

- Agentic Browsing (AI-powered browsers like Google Gemini can autonomously navigate sites and switch between human and agent activity within a single session).

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In this session, we demonstrate how to solve these challenges through a three-step framework:

- Detect agents using behavioral signals and enrichments

- Analyze human versus agent behavior separately with specialized data models

- Act in real-time with optimized experiences for each audience.

We show how Snowplow's Customer Context Infrastructure, combining 35+ tracking SDKs, 15+ enrichments, AI-ready data modeling, and real-time detection, creates a single source of truth for understanding all traffic across your digital estate, treating both humans and AI agents as first-class customers.

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