We’ve spent years learning to keep sales pages short, and AI agents want the exact opposite.

AI is starting to shop for people

I was on a call last week about how AI is starting to shop for people. Not just recommend things, but actually buy them. You tell your AI what you need, and it goes off, compares the options and places the order, without a person clicking around anyone’s website.

This is moving fast. Meta’s personal AI agent, Muse, hit 5 million downloads about three weeks after it launched. Walmart just announced that its customers can let their AI agents place orders for them, with a spending limit they set.

When AI recommends you, customers are about 4.4 times more likely to buy than when they find you through regular search.

Your sales page has two readers now

The catch is that AI doesn’t read your sales page the way your customer does.

Your customer skims. She reads the headline, looks at the photos and decides how she feels. That’s why we’ve all learned to keep it short, focus on her problem and the result she wants, without burying her in features.

AI reads every single word. It wants all the details we usually cut, like the price, the dates, who it’s for and what’s included, because it’s trying to find the perfect match for the person who sent it.

Each AI platform sees you a little differently, too. On the call, they showed how often different AI tools mentioned Lululemon in answers about yoga clothes. DeepSeek brought them up 82% of the time. Google’s AI Overviews brought them up 42% of the time. Same brand, very different results.

So now your sales page has two readers.

How do people actually find out about my business? Three ways to track it

Three ways to start paying attention to where your customers come from:

• Set up Google Analytics on your website if you haven’t already. It’s free, and Google walks you through it here. Then follow this guide so visitors from ChatGPT, Gemini, Claude, Perplexity and other AI tools show up in their own group. I’m tracking mine platform by platform now.
• Add “Where did you hear about us?” to your booking form, with options like Google, Instagram, a friend or AI (ChatGPT, Gemini, Claude). Customers who come from each one behave differently, and you’ll want to know which is which. When someone says AI, ask a few more questions. What were you talking to it about? Did you ask for anything specific? Did your AI make the purchase, or did you come to the site and buy it yourself? Every answer tells you a little more about what AI is looking for. And if anyone tells you they found you through AI, hit reply. I want to hear about it.
• Find out how visible you are. Gumshoe, the company that ran the call, offers a free sample report that shows which kinds of buyers AI recommends you to, and which it sends to your competitors.

Honestly, I don’t have the perfect answer for writing one page that works for both, so I’m testing page length on my own sites to find out.

You can’t watch it happen

This is an interesting time.

What makes it tricky is that you can’t watch it happen. When AI reads your page and picks someone else, nothing shows up on your end. As more people hand their shopping to AI, knowing where your customers come from matters more than ever.