Google Takes a Step Toward an Internet Built for AI Agents

Anthropic has promoted its Model Context Protocol (MCP) for connecting AI systems to external tools and data. Amazon has introduced its own framework for agent interactions across its adtech stack. Trade groups and adtech companies are also rolling out standards, including AdCP, aimed at structuring how AI handles campaign data and media workflows.

WebMCP is designed to play nicely with other standards. The Google spokesperson described it as a complementary, open protocol.

While Anthropic’s MCP requires backend server-side integration, the spokesperson said, WebMCP lets websites use their existing stack for agentic capability.

Many organizations will likely support both to ensure their high-value functionality is accessible wherever users engage with AI agents, the spokesperson added.

All of these moves underscore how quickly the web is being retooled for an agent-driven future.

But marketers might also find new challenges getting these competing protocols to interoperate. If not, all of these protocols will simply add more fragmentation. Still, if AI agents are going to transact, search, and execute on behalf of people, web infrastructure needs to evolve.