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At Google I/O 2026, Sundar Pichai unveiled "Search agents" — AI that runs 24/7 in the background, watching the web on your behalf. They built it for consumers. But read it again as a business owner. Your customers are about to have always-on agents shortlisting for them, quietly and continuously, without ever loading your website.
GA4 is lying to you about where your best traffic comes from. Not intentionally — but by default, it folds AI referral traffic from ChatGPT, Perplexity, Gemini, and others into generic buckets, giving you zero visibility into one of the highest-converting channels driving traffic to your site right now.
I asked the major AI platforms what they knew about me. Most got it right. One told people I smuggled drugs into prison. Here's why that happened — and what every business owner needs to understand about AI hallucinations and brand reputation.