Prime Highlights :

Microsoft promotes a future web model powered by AI with smart agents directly interacting with websites to serve consumers

A new open protocol, MCP, enables websites to decide how AI agents access and utilize their content.

Key Facts :

The “open agentic web” might substitute old-school browsing with AI agents making reservations and shopping.

Microsoft is working with the likes of Expedia and Tripadvisor to pilot this novel AI integration framework.

Key Background :

During its Build conference, Microsoft announced a vision for the future of the web: an AI-driven one where agents explore and engage with sites automatically on users’ behalf. Microsoft CTO Kevin Scott coined the term “open agentic web,” a next generation of web surfing that surpasses conventional search engines and browser-based engagements. Rather than having to manually click and browse, AI-fueled agents would carry out activities such as comparing holiday fares, making holiday reservations, or even shopping—personalized.

To enable this future, Microsoft is encouraging the Model Context Protocol (MCP), an open standard that makes it possible for website owners to specify how AI agents can engage with their online properties. MCP enables web developers to decide what parts of their sites AI agents can interact with, what information they can get, and what they can do there—providing security, transparency, and control.

There are already some major web sites that have started implementing MCP. OpenTable, Kayak, and Tripadvisor are testing AI agent interactions, giving everyone a glimpse into the way that one day personalized intelligent browsing experiences might become the norm. Users with MCP would be able to make more smooth, effective workflows because AI agents will act for them within a safe and well-defined environment.

Despite the optimism, Microsoft recognizes that there are challenges on the horizon. The AI agent model poses questions of data privacy, misuse of content, and digital rights. Microsoft is proactively working with industry partners to create ethical and commercial norms that provide equitable access and guard stakeholders. The company views this as an essential step in the move to a more open and intelligent web, where AI acts at the service of users’ needs without depriving content creators of autonomy.

As the technology evolves, Microsoft has a vision to transition from a web-centric search to an intent-oriented AI experience—focusing on user intentions at the center of internet engagement.

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