Everybody's talking about AI, agents, agentic applications etc. And with good reason. AI is changing the way all of us use technology at work, at home, how we research, write, organise our lives and activities etc, possibly more than any other technological change since the internet itself.

With this mammoth change comes a challenge for businesses and data/analytics teams. How do we know when behaviour on our website is a human, or an agent? How are users discovering our content? How can we "show up" for our users when they are engaging with an AI interface? How do we track our own agents?

We are currently navigating uncharted territory with no established industry standards, so how do we know how best to track and analyse all the different AI touch points users now have, in order to continue to deliver the best customer experience possible? This talk will dive into the different types of agent experiences users have at their disposal today, the impact on digital data collection, and how we should be thinking about tracking agentic experiences in the future.