How do we maintain visibility in a future where we’re not designing for humans as the primary consumer of our brand and content? 

For decades, building a brand meant capturing human attention. We obsessed over logos, pixel-perfect user interfaces, and compelling ad copy. But what happens when your next customer isn't a person scrolling through a website, but an AI agent executing a command? This is the central challenge of the coming "Zero UI" era.
 

The paradigm of navigating a sea of apps and websites is changing. It’s a source of friction that forces users to act as manual bridges between siloed systems. The future is delegating these tasks, because they’re boring. I don’t think we’ll see the end of the traditional interface and experience, but it will change massively. 

People, enabled by LLMS and agents, are happily delegating intent. A user won't browse your travel site; they'll tell their agent, "Book me a weekend trip to the coast," and the agent will orchestrate the entire process—flights, hotel, rental car—without ever loading a single webpage. In this world, your beautifully designed user interface is invisible because it's never seen. Even if that example is a long way away in terms of handling transactions all that fighting for attention to make it onto the itinerary won’t happen the way it does today.  

It's interesting when organisations like Walmart are trying to side-step this, enabling AI to scan their inventory with a "Super Agent" that can plan a birthday party, it won't be "browsing" for suppliers; it will be querying services that can fulfil the complex intent. You will be invisible if your business can't speak this new machine language. The new user is the AI, and it doesn't care about your brand's colour palette, but that doesn’t mean it won’t care about your brand if you know how to be found in this new era. 

So how do you design for visibility in a post-interface world? 

First, your product must become a tool. The agent's power comes from its ability to connect to and orchestrate a vast number of services via APIs. Your API is your new storefront. Success won't just be about a frictionless user flow on a screen; it's about providing a reliable, well-documented, and efficient API that an agent can easily plug into its workflow, not literally, but it's a suitable likeness. 
 

Second, you must design for trust and transparency, not persuasion. Marketing slogans don't sway an agent; it operates on logic. It will favor services that are not only effective but also explainable.  

When an agent recommends a product or service, it may need to justify that choice to its human user. A service that can provide clear data on why it's the best option "This flight is the cheapest and has the best on-time record" is more likely to be selected and trusted by the agent's underlying logic.   

The new brand loyalty isn't an emotional connection; it's irrefutable, automated utility. The challenge is no longer to capture eyeballs, but to become an indispensable and trusted node in your customer's personal, intelligent network.