What Happens When Your Readers and Teammates Become Software?
It started with a simple question I was grappling with: How is AI traffic changing the way people reach our content, and how do we need to adapt our products and services to keep up?
A few months ago Mohammed Juzer Batliwala joined me and grabbed onto this question (plus a bit more). After reading through a bunch of literature, digging through a lot of data/numbers and having conversations with key individuals, we are now able to share our findings in The Only Human in the Room: What AI agents mean for any organization whose product is information.
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For years, we have designed digital experiences assuming that the visitor is a person. We write for human eyes, track human pageviews, and structure our work around human collaboration. But over the past year, the digital infrastructure quietly shifted. If your organization’s product is information, two things are happening at the exact same time: your audience is turning into software, and the way we work together is being fundamentally rewritten.
Here are three major shifts we uncovered in the paper:
1. Your readers are becoming machines
The shift is not theoretical. The proof is already showing up in (open-web) logs. Throughout 2025, the share of overall website visits made by AI tools rather than human beings surged from roughly 1-in-200 to around 1-in-30. The fastest-growing segment of this traffic is not the (massive) background web scrapers of a few years ago. Instead it is AI tools fetching a live page to answer a specific human user's prompt in real time. So, if you publish reports, guidance, analysis, or data, your primary consumer is increasingly an automated middleman acting on behalf of a person.
2. AI browsers are confidently putting your name on answers you never gave
In our research, we ran a structured test comparing three consumer AI browsers on how they handled answering twelve identical questions from an authoritative online source. The results were troubling:
One browser read the live page in 10 out of 12 cases
Another managed to read it only 50% of the time
A third never opened the live page at all. Yet it still provided a detailed response while attaching a citation pointing directly to the source
This is not a technical glitch. It becomes a trust issue. When AI confidently attributes an answer to your organization based on out-of-date training memory or an unread link, your name and reputation end up attached to answers you never actually gave.
3. The hidden cost of the "One-Person Team"
On the organizational side, the productivity gains of AI are real. Recent research shows that an individual working with AI, in the right roles, can match the output of a traditional two-person team. And, while studies also show that AI can make an hour of work more engaging by offloading tedious tasks, it removes the human colleague you would have shared that work with.
The result? Studies across multiple countries have shown a direct link between high AI tool usage and increased workplace loneliness. The work a teammate does can be replaced.The company a teammate provides cannot. Organizations that measure only output will hollow out their human connection and culture without even noticing.
Moving Forward
To navigate this shift, organizations must prepare their infrastructure while protecting their people. Start by publishing machine-readable interfaces, labeling data clearly, and updating crawler policies so AI tools can read your information accurately rather than guessing or misquoting you. Equally important is establishing a clear operational boundary: leverage AI for drafting, synthesis, and routine workflows where errors can be easily reviewed, but keep human judgment firmly in charge of final decisions and high-stakes calls that cannot be undone. Above all, resist measuring value by efficiency alone. By moving fast on technical readiness while moving deliberately on handing over control, organizations can adapt to software-driven readers without stripping away the human connection and accountability that define their work.
Andrej










