Your content layer is your context for agents

Last week I facilitated a panel called "What the agentic shift means for your website," with [Neha Khawas](https://www.linkedin.com/in/neha-khawas/) (Principal Solutions Engineer, Contentful) and [Brian Browning](https://www.linkedin.com/in/brianbrowning/) (VP Enterprise Solutions, APPLY). My job was to ask the questions, not answer them. Here's what I took away from 45 minutes of listening closely. Why does this topic matter right now: well over half of Google searches already end without a click. The exact number shifts depending on which study and which month you check, because AI Overviews are still spreading and search engines keep tuning them, but the direction has been trending upwards for months. This is already reshaping who reaches your website and the knowledge they have on your brand, and this is just answer engines, not even agents. ## The distinction that made everything else click Most of the confusion around "agents" comes from mixing them up with the GenAI most people…