AI Agents vs Sentient Beings

By Graeme Blake, CEO, Blutui

Two years ago at Cannes, during the rise of ChatGPT, I found myself in an impromptu debate, an all-Aussie/Kiwi slugfest. For once, it wasn’t about rugby, cricket, or even that infamous underarm bowling incident. This time, the conversation turned to the future of digital engagement, and it was dominated by bold predictions. Some argued that AI agents would soon render traditional websites obsolete.

The debate raged on. Some predicted that human browsing, scrolling, reading, and enjoying the art of storytelling, was on its way out. Others contended that humans, by nature, would never let go of their love for exploration and discovery. Not typically one to sit on the fence, I considered both sides. And what became clear was this: they were both right.

The future of digital engagement won’t be a singular, monolithic system. It will be a dual ecosystem, an interplay between humans and AI agents, each carving their own distinct paths through the online world. For agencies and brands, this isn’t a challenge to fear; it’s an opportunity to reimagine how we connect with our audiences.

Please, let me explain.

The Rise of AI Agents

If you’ve ever asked Siri to book an appointment or prompted ChatGPT to write an email, you’ve witnessed the evolution of AI agents. They’re advancing at a rapid pace and soon, they’ll do much more than just answer questions or send reminders, they’ll be negotiating, filtering, and making decisions on our behalf.

Imagine a traveler heading to Auckland asking their AI agent to “find me a five-star hotel with ocean views for under $300 per night.” Within seconds, the agent would scour every booking site, compare offers, check reviews, and secure the best deal. The traveler wouldn’t see a single banner ad or read a single description.

For brands, this is a game changer. The art of persuasion will no longer be aimed solely at humans. AI agents won’t be swayed by glossy images or clever headlines. Instead, they’ll prioritize raw data, metadata, pricing, environmental credentials, and performance ratings. Winning over the agent will require mastering the science of optimization, not the art of storytelling or flashy marketing.

At Blutui, we’re already preparing for this shift. Agencies will need tools to design for these algorithmic “gatekeepers,” creating content that’s as appealing to AI agents as it is to humans. But here’s the catch: humans are still a critical part of marketing’s future.

The Human Touch

While AI agents promise efficiency, there’s something deeply human about discovery. For some, it’s the tactile turning of a page that sparks joy; for most, it’s the act of scrolling, wandering through websites, absorbing beautiful photography, and getting lost in a meaningful story.

Consider the traveler to Auckland again: they could easily ignore their AI agent and decide to browse hotels the old-fashioned way. They might stumble upon a boutique hotel’s website, captivated by sweeping shots of the Waitematā Harbor and an evocative tale of the family who built the business. Sounds expensive, right? But they might read about the sustainable materials used in its design, be charmed by its architecture, and feel a deep connection to the place.

An AI agent could never replicate that type of engagement.

This is the bizarre beauty of the dual ecosystem we’re creating. We’re not abandoning one form of engagement for another; we’re making space for both. For the human who wants to scroll and feel, and for the AI agent tasked with sorting and deciding.

Designing for Two Worlds

This duality, AI agents on one side, humans on the other, isn’t a problem to solve; it’s a new reality to embrace. It’s a service to offer.

At Blutui, we’re building for this future. Our platform is designed to give agencies the flexibility to create for both worlds: whether they’re crafting data-rich, AI-friendly content, or immersive, story-driven experiences for humans.

That’s why we’re investing in modular tools like Cassettes, which allow developers to experiment and build across multiple formats simultaneously. It’s also why we’re exploring how metadata and AI-readiness can sit alongside great design and storytelling. In this new ecosystem, both must be mastered.

Two Paths Converge

Here’s what I believe: the future of digital engagement isn’t about choosing one path over the other. It’s about delivering both well, one with human intent and the other with algorithmic precision.

As AI agents take on the mundane and transactional tasks, humans will still seek cerebral connections and inspiration. Agencies that understand this and can speak both the language of algorithms and emotions will lead the way.

So, the next time someone tells you that websites are dead, or that storytelling no longer matters, remind them of this: humans and AI agents aren’t rivals. They’re different travelers, taking different paths. And for those of us building that landscape, the opportunity is extraordinary. Let’s create something that speaks to them all.

Graeme Blake, CEO, Blutui