The internet wasn’t built for AI. Now companies are playing catch up.
- Jun 3, 2026
- 1:08
- Short
Today’s websites are designed for humans, not machines. As AI becomes a bigger part of search and decision making, companies need to rethink how their digital presence is structured. Stefano Puntoni, Wharton Marketing Professor and co-director of the Wharton Human AI Research Program, breaks down what this shift means for marketing.
ABOUT THE EPISODE Stefano Puntoni, Wharton Marketing Professor and co-director of the Wharton Human AI Research Program, explains how AI agents are transforming modern marketing. From AI driven search and discovery to the rise of autonomous agents, he breaks down how brands must adapt as machines increasingly shape what consumers see, compare, and choose.
The conversation explores why companies need to think beyond traditional SEO, how to ensure visibility to AI systems, and what it means to market to both humans and bots. Stefano also discusses bias in AI decision making, the growing role of automation across the customer journey, and why the future of marketing will depend on the balance between human insight and machine intelligence.
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Brief Summary
The episode discusses the need for two internets: one for people and one for machines.
Key points
- The Future of the Internet. A vision emerges for two distinct internets: one for humans and one for machines.
