AI Agents as Shoppers: Why Separate Profiles Beat Shared Logins

How Should Businesses Tell Agents From Customers?

Manić's piece on Search Engine Journal argues that businesses now have to decide how to treat AI agents that act for customers online, and it compares three October responses. He favours Walmart's plan to give each agent its own profile within a customer's account, so the business can see both the agent and the person who sent it. The article also looks at DoorDash's modest order volumes from agents, the draft Personal Agent Protocol, and Web Bot Auth as a way for agents to identify their operator.

For brand builders, the useful point is that an agent can behave differently from the person it represents, so treating it as the customer creates blind spots in data, pricing and service. The piece is short and opinionated, and it will suit e-commerce leads, product managers and anyone responsible for customer accounts. Read it before you decide how your site should identify automated visitors.