This morning, I ordered flowers - without visiting a single website.
Instead, I used ChatGPT's new Agent feature. I typed what I wanted, gave it a budget, and let it do the rest.
The AI browsed multiple local florists, compared options, and picked one to buy from.
Not because it was the cheapest. Not because it had the most beautiful bouquet.
It bought from the site that actually worked.
The others? Clunky navigation, broken checkout flows, hidden information. I watched the AI agent try—and fail—to complete the purchase. Then it moved on. Just like a human would. Only faster.
If your website confuses an AI today, you're already losing tomorrow’s customers.
This isn’t some futuristic "what if." ChatGPT Agents are live right now for Plus users. No plugins. No setup. They’re shopping, comparing, and transacting - or giving up, every single day.
And here’s the kicker: they browse like screen readers. They don’t click around aimlessly. They scan for structure, clarity, speed, and logic. If your website isn’t AI-readable, it’s not future-ready.
How to Get AI-Ready (and Human-Friendly)
Here’s what your site needs today:
- Structure Everything
Use Schema.org markup and a clear heading hierarchy (H1, H2, H3). If a screen reader can’t understand your site, neither can AI. - Kill the Clever Navigation
No more cryptic menus or “creative” category names. Clear, direct paths win every time. - Speed is Non-Negotiable
AI agents (and humans) abandon slow-loading sites. Optimise everything. - Make Key Info Obvious
Pricing, availability, shipping details, all upfront. No surprises. No treasure hunts. - Accessibility = AI-Friendly
Alt text, form labels, logical tab order. Build like every user matters.. - Simplify Checkout
Every unnecessary step is another chance to lose the sale. Make it effortless.
Sometimes Boring Wins Big
At Wave, we’re watching this evolution closely. The florist who won my business today? Nothing fancy, just a clean, accessible, functional site that did exactly what it needed to.
Your next best customer might be an AI agent. Will it choose you, or move on?
Want help auditing or rebuilding your site for AI-readiness? Let’s chat.
Because boring, in the right places, might just be your competitive edge.