Part 6/11:
An important piece of this evolving puzzle is the idea that AI tools will function as intelligent agents capable of navigating the internet in ways that mimic human behavior. Currently, while we have bots crawling the web for data, advancements are underway to make these systems interact with websites as real users do. This blurring of the lines raises ethical questions about what constitutes genuine engagement, and whether businesses can discern the authenticity of their audience, especially in terms of advertising effectiveness.