Agentic browsers increasingly mediate how customers research, compare, and act online. AI agents may evaluate products, read documentation, and complete transactions without users ever directly engaging with a website interface.

The risk extends beyond analytics accuracy. When customers delegate tasks to agents, those agents may prioritize price or convenience over brand loyalty–buying from the cheapest available option rather than a customer’s usual retailer. This creates a disintermediation risk whereby businesses could lose direct customer relationships entirely. Without understanding who is using agents on their site and what’s motivating that behavior, organizations can’t even describe the challenge, let alone tackle it. 

Platforms like Snowplow enable organizations to identify agentic browser traffic and respond accordingly—whether that means adjusting analytics, protecting sensitive workflows, or optimizing experiences for both human users and AI agents.