Agentic browsers and assistant sidebars now summarise pages, compare vendors and fill forms on the user's behalf. Sites win in this world by being machine-legible: clear structure, explicit facts, working forms, and prices and claims stated where an agent can quote them accurately.
The browser stopped being a neutral window. Assistants summarise the page before the human reads it, compare your offer against the competitor in another tab, and increasingly complete the enquiry form themselves.
This changes what a landing page must survive: not a skim by a distracted human, but extraction by a literal-minded machine. Vague claims summarise as vague. Missing prices summarise as missing. Broken forms fail silently on your highest-intent visitor.
Designing for the agent in the middle
State the essentials in text, not just imagery: who it is for, what it costs or how pricing works, what happens next. Keep forms standard and accessible, since agent form-filling relies on proper labels. Test occasionally by asking an assistant to summarise your key pages, and fix whatever it gets wrong.
The pleasant surprise: everything that helps the agent also helps the skimming human. Clarity ships twice.