Not all AI agents are equal. In this clip from our session at Superweek, Jon Su and Jordan Peck break down the three types of agentic experiences businesses are navigating today:
- Internal Agents: Back-office tools like coding assistants, content generators, and document reviewers. High control, high visibility, no customer interaction.
- Third-Party Agents: Customer-owned agents like ChatGPT, Perplexity, Comet, and agentic browsers that may interact with your brand on the user's behalf. Low control, low visibility, and a growing challenge for AI agent tracking and bot detection.
- First-Party Agents: Agentic experiences built directly into your own web, mobile, or desktop product. High control and visibility since you own and operate them.
Understanding this framework is the first step to thinking about how to track agentic behavior across your digital properties.
🎥 Watch the full session: https://snowplow.io/events/track-ai-agents-in-2026