Your website has a new kind of visitor: AI tools that read your content and, in some cases, carry out tasks on a customer’s behalf. Cloudflare reported in September 2026 that daily requests from AI agents grew by more than 1,700 percent in a year.¹ These vendor figures are not a precise measure of internet traffic, but they point to a growing audience.
Websites were built for people who browse one page at a time. AI tools work differently. BCG X, part of Boston Consulting Group, describes them as reading and summarizing pieces of a site, and increasingly acting on what they find.² People want a good experience. These tools want clear, accurate information they can read without effort.
The risk is not just that AI tools overlook your company, but that they misrepresent it. When the digital team at Pernod Ricard checked what leading AI models said about its liquor brands, they found the information was often incomplete or incorrect. One model described Ballantine’s Scotch, an affordable mass-market brand, as a prestige product. The team now regularly checks what the main models say about its brands and updates its website and advertising copy to correct inaccuracies and present the brands consistently.³
You can do the same at a smaller scale, in three steps.
First, ask. Ask two or three AI assistants the questions customers would ask about your company, products and prices. Record anything wrong, missing or out of date.
Second, open the door. BCG X finds that many companies still block AI systems from their sites through settings put in place years ago for search rankings, security or traffic reporting, which can make whole sections unreadable to them. It also advises keeping key facts such as products, pricing and availability in the page itself, rather than in pop-ups, collapsed sections or behind a login.² Your web developer can check both.
Third, say the same thing everywhere. All information throughout your website should be consistent in its messaging. Also, BCG X warns against building a separate set of pages for AI tools, because two versions of the truth weaken trust in both.² Keep one accurate version, and make sure your website, listings and sales materials agree with it.
This week, ask an AI assistant to describe your company and its prices to a prospective buyer. Compare its answer with what you would tell that buyer. If you find an important error or omission, check whether you need to update the information on your website to correct it.
Sources
¹ Matthew Conroy, “The Internet has a second audience,” Cloudflare Blog, September 30, 2026. The figures are Cloudflare’s own, and Cloudflare sells bot-management services.
² Robert Derow, Justin Kuron and Matt Woodhull, “Speaking Your AI Agent’s Language: How to Structure Website Content, Feeds, and Data for Discovery in LLM-Powered Systems,” BCG X, March 23, 2026.
³ Oguz A. Acar and David A. Schweidel, “Preparing Your Brand for Agentic AI,” Harvard Business Review, March–April 2026.