Agentic browsers and AI bots are quietly reshaping traffic across the web, and breaking your analytics along the way. Agentic browsing traffic surged 6,900% between 2024 and 2025, driven by tools like Perplexity Comet and ChatGPT Atlas. The result is a growing share of pageviews, clicks, and conversions that aren't coming from humans, and often go completely undetected by traditional analytics tools.

In this session, Snowplow's Nick Stanchenko unpacks how AI agents distort key metrics like bounce rate, CTR, session duration, and conversion funnels, and why legacy bot detection methods are no longer sufficient. He'll walk through a dual-layered approach to restoring visibility into your web data, combining CDN-level server-side signals with client-side fingerprinting and behavioral pattern analysis.

What You'll Learn:

• Agentic Traffic Distortion – How AI browsers and bots skew engagement metrics, and why you're probably not seeing it
• Detecting Invisible AI Traffic – How hybrid behavioral analysis and advanced event collection expose agent-driven sessions without false positives
• Normalizing Attribution – How to distinguish synthetic influence from genuine user engagement
• Planning for an Agent-First Future – How to adapt your content and optimization strategies for hybrid audiences of humans, bots, and autonomous agents

The web is shifting from human-first to hybrid traffic. Is your analytics stack keeping up?

‍

Video Credit: Data Science Connect, February 11, 2026