Visibility in the Agentic Web Era

The rush is on.

Every marketer, founder, and strategist is suddenly pivoting to “AI visibility” as the new distribution play. Get your content into ChatGPT. Optimize for AI search. Make sure the agents can find you.

They’re right about one thing: ChatGPT and its successors will likely become the greatest digital distribution channels of the AI era. But they’re catastrophically wrong about what this means.

The Fundamental Misunderstanding

Here’s what most people think is happening: AI is just a better search engine.

Users ask questions, AI finds answers from the web, and presents them with attribution. It’s Google with a conversational interface. Therefore, the playbook is simple – get ranked, get cited, get traffic.

This mental model is already obsolete.

What’s emerging is far more radical. AI agents aren’t just finding information; they’re completing entire task chains.

They’re not showing users ten blue links; they’re delivering finished outcomes.

When an agent books your flight, orders your groceries, or analyzes your contracts, there’s no “visibility” in any traditional sense.

There’s no click-through. There’s no brand impression. There’s no user journey.

There’s just a task completed in the dark.

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