Back to Blogs
Drew Neisser is the founder of CMO Huddles and a globally recognized authority on B2B marketing. He’s an AdAge columnist, LinkedIn TopVoice, leading CMO coach, podcast host & friend of penguins everywhere.
AI agents are becoming part of the B2B buying journey, which means websites can no longer be built only for human visitors. Drawing on Salespeak founder Omer Gotlieb’s vision, this post explores why CMOs need a trusted go-to-market brain, agent-aware content, new ownership models, and practical tests for AI-driven discovery.
“Have your agent call my agent” used to be Hollywood shorthand for a swollen ego and a very complicated lunch reservation.
Now it may be the next B2B buying motion.
That was my takeaway after speaking with Omer Gotlieb, founder of Salespeak, whose vision for the web is both practical and mildly terrifying in the way all good future-facing ideas should be. Omer is betting that websites are moving from human-first to agent-aware. In other words, your next important website visitor may not be a person with a coffee and a calendar. It may be an AI agent gathering information before a buyer ever shows up.
As Omer put it, “We assumed the buyers are going to be humans.”
That assumption is already starting to wobble.
For the last two decades, B2B websites have been designed around a fairly stable belief: A human arrives, reads pages, watches videos, fills out forms, downloads PDFs, books demos, and eventually talks to sales.
That model is not dead. Humans are still stubbornly involved in buying things. Pesky creatures, humans.
But the role of the website is changing. Buyers are increasingly using AI tools to research categories, compare vendors, summarize options, ask follow-up questions, and pressure-test claims. That means AI systems may consume, interpret, and summarize your company’s information before a buyer ever reaches your homepage.
Omer sees this shift clearly. “I can tell you the number of human visitors is actually decreasing,” he told me, while AI-agent traffic is rising. “83% of our customers' web pages are getting more AI traffic than human traffic.”
If that pattern continues, the website is no longer just a destination. It becomes a source layer for agents, answer engines, assistants, and automated buying workflows.
That creates a new CMO question: Is your website only persuading humans, or is it also equipping agents to understand, trust, and accurately represent your company?
Most B2B websites are still organized like digital brochures. Product pages. Use cases. About pages. Blog posts. Forms. Resource centers. Demo CTAs. The usual suspects, all wearing sensible shoes.
That structure works reasonably well for human navigation. It works less well when an AI agent is trying to understand context, compare claims, interpret fit, and answer specific buyer questions.
Omer’s view is that websites built only for human consumption will struggle as agents become more involved. “Those are all planned assuming there’s going to be a human being at the end consuming those things,” he said.
Agents do not browse the way humans browse. They extract, compare, classify, and synthesize. They need clear product truth, current positioning, accurate FAQs, structured context, and credible proof. If they cannot find that information, or if they infer it incorrectly from outdated pages, your brand loses control of the story.
Or, as Omer put it more bluntly: “You lose control.”
One of Omer’s strongest points is that the hard problem is not generating more content. Every CMO has access to tools that can produce another landing page, another nurture email, another deck, another blog post, another pile of words pretending to be progress.
The harder problem is maintaining a trusted source of company truth.
Omer calls this the “go-to-market context layer.” I’d translate that for CMOs as a go-to-market brain: The living, governed knowledge base that defines what the company sells, who it serves, what problems it solves, how it is positioned, what proof supports its claims, and what language is on-brand.
“The challenge, especially if you go up market,” Omer said, “is how do they make sure that the information… is trusted, up to date, on brand.”
This is not a minor operational detail. In an AI-driven buying environment, the quality of your source of truth becomes the quality of your market presence.
If your product pages say one thing, your sales decks say another, your blog posts are six months behind, your FAQs are thin, and your positioning has quietly mutated across five teams, AI agents will not politely ask for clarification. They will make inferences. Some will be wrong. Some will be damaging. Most will be invisible until pipeline feels the bruise.
That is why the go-to-market brain should become a central CMO priority.
Here is where Omer’s vision gets especially interesting for org design.
He believes a lot of routine outbound and buyer communication will increasingly be handled by bots. “The bots are gonna do everything for them,” he said, referring to work that salespeople and marketers often do manually today.
But bots are only as good as the information they can access. If automated communications draw from messy, outdated, or inconsistent source material, the result is not scale. It is brand confusion at machine speed. Lovely.
Omer believes this responsibility will sit increasingly within marketing. “That automation is gonna, I think for me, it’s gonna sit within the marketing organizations,” he said.
I think he’s right.
Marketing has always owned the translation of company value into market understanding. In the agent-aware future, that responsibility expands. CMOs will need to govern the systems that help AI agents, internal copilots, sales bots, website experiences, and buyer-facing automation understand the company correctly.
That may require new roles, new workflows, and new partnerships across marketing ops, product marketing, content, sales enablement, RevOps, legal, and IT. Someone needs to own the truth layer. Someone needs to keep it current. Someone needs to decide what agents should see, what claims can be made, and what proof should support those claims.
If no one owns it, the machines will improvise. And as any CMO who has watched a sales deck wander off-message knows, improvisation is not always charming.
Salespeak is skating to where this puck appears to be headed. Omer described the company’s direction as a platform for marketing to agents, with three layers: Go-to-market context, conversational interaction with agents, and an insights loop back into the company.
“We don’t think that marketing to agents is about creating content,” he said. “We actually think it’s about having a conversation with the agent.”
That distinction matters.
An agent-aware website may not simply publish more pages. It may detect when an AI system is visiting, provide additional structured context, surface deeper FAQs, clarify product fit, and help the agent understand what matters for a specific buyer scenario.
Omer described Salespeak’s ability to identify when tools like ChatGPT or Claude visit a site and serve additional content that only the AI sees. “We also add FAQs automatically to it,” he said. “But only the AI actually sees.”
That idea will make some marketers excited and others nervous. Both reactions are reasonable. The point is not that every CMO should immediately rebuild the website for agents. The point is that agent-facing experience design is moving from theory to practice.
And CMOs should start learning now.
Start with the basics. Are your product descriptions clear? Are your use cases current? Are your FAQs actually useful? Do your pages answer the questions buyers ask, or only the questions your internal teams wish buyers asked?
Create a maintained source of truth for positioning, messaging, product capabilities, proof points, customer segments, objections, and competitive context. This should not live in fifteen forgotten decks and one heroic product marketer’s head.
This is an org-design issue, not just a website issue. CMOs should clarify ownership across product marketing, content, marketing ops, RevOps, sales enablement, and IT.
Ask your digital and analytics teams what they can already see. Which bots are visiting? What content are they accessing? Where are they getting blocked? What pages are most likely to shape AI-generated answers?
This space is moving quickly, and nobody has the full playbook yet. Pilot agent-aware FAQs, structured content, conversational experiences, and AI-visible context before making sweeping architecture changes.
Omer is clear-eyed about timing. “What we have right now is a bit further ahead than what most of the people are actually looking for right now,” he said. “Timing the market is difficult.”
That caveat matters. The agent-aware web is not fully here. CMOs should not panic, chase every shiny platform, or declare the website dead in the next all-hands.
But they should pay attention.
The buying journey is changing. AI agents are becoming researchers, summarizers, filters, and potentially intermediaries between buyers and brands. That means the website must evolve from a static human-facing destination into a trusted, structured, agent-aware source of go-to-market truth.
Or put more simply: When your buyer’s agent calls your agent, will your agent know what to say?
An agent-aware website is designed to help AI agents understand a company accurately, not just help human visitors browse pages. It may include structured product information, deeper FAQs, current positioning, and context that supports AI-driven research.
No. Agent-aware website strategy overlaps with SEO, AEO, and GEO, but it goes further. The goal is not just to be found or cited. The goal is to help AI agents interpret the company correctly and take useful next steps.
Marketing should likely lead it, with strong input from product, sales, RevOps, customer success, legal, and IT. The CMO is best positioned to ensure the company’s market-facing truth is clear, current, and usable across channels.
Start by auditing the website and key content for clarity, accuracy, and buyer-question coverage. Then identify where product, positioning, and proof-point information currently lives and who is responsible for keeping it current.
It is both early and urgent. The market is still forming, but buyer behavior is already changing. CMOs do not need to rebuild everything now, but they should begin testing and preparing before agent-driven research becomes standard.
CMO Huddles helps B2B marketing leaders win by bringing together peers, fresh perspectives, and opportunities to build stronger personal brands. Want to join the huddle? Learn more about CMO Huddles and apply to join the community.