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Cloudflare's update targets a practical problem for site operators: AI agents acting for users now look like generic automated traffic. The new per-agent visibility and access policies could help businesses decide which agents to allow, though the announcement is a vendor product release and its effectiveness depends on how reliably agents are identified.
See the agents, set the terms: new visibility and control for personal agents
Personal AI agents have changed how users interact with the web, blurring the lines between automated and human traffic. Learn how Cloudflare gives site owners visibility and control to manage personal agent access.
Personal agents are the intermediary between humans and the Internet, turning a person’s instructions into requests and actions on websites. A customer might ask a personal agent to compare products across your site, find support articles, or complete a purchase. To a site owner, all three interactions show up as automated traffic — and without a clear view of which agents are visiting and what they are doing, it can be difficult to know whether that traffic is helping your business or creating risk. Blocking agents altogether can feel like the safest choice, but it can mean losing…
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