The Marketing, Growth & Product KPIs for the AI & Agentic Web into 2026

Here’s a short guide to help C-Suite leaders plan and build KPIs for 2026, including how CPOs, CGOs and CMOs will have to think about the new customer types, including browser agents and AI assistants.

These new customer types and actions will need to be identified, tracked differently and not blind-blocked as many are with traditional bots.

KPIs such as traffic and usage (think daily active users) will have to be reimagined to include AI assistants completing tasks on and browser agents completing agentic actions and running through autonomous actions without human interactions.

Essential Slides To Review:

• Slide 5 - One of the frameworks I offer in the short guide is (1) Identify, (2) Measure, (3) Optimise, this will help you work through who and what tech is being used and how your customers are evolving from purely human to AI assistant to agentic transactions

• Slide 6 - The agentic flow will be very different to how current customer journeys work, the new agentic flow will be more complete and within minutes: Compare → add-to-cart → apply code → checkout

• Slide 7 - How assistants will work differently from customers asking: Human: Ask AI → AI: Receive recommendations → Human Verify → Human Purchase

• Slide 9 - 6 recommendations to make tracking and attribution work

  • 1/ Make Traffic Quality a Top-Line KPI

  • 2/ Adopt Assistant-Grade Metrics

  • 3/ Invest in Detection and Policy

  • 4/ Build Answer-First Experiences

  • 5/ Rebuild Attribution and CAC

  • 6/ Stand Up a Cross-Functional Pod

For more information on the agentic web, my agentic & AI executive briefing will help support your journey through this AI era. Or enjoy my recent AI & Marketing conference talk on Beyond The AI Hype