Your schema.org markup is about to get a promotion. The JSON-LD you've been adding to earn rich snippets was designed for search engines - but it turns out you were also building the foundation for something much bigger.

Microsoft's NLWeb protocol transforms the structured data you already have into conversational interfaces that AI agents can query directly. And the implications go beyond answering questions. The same protocol supports schema.org's Actions vocabulary - BuyAction, ReserveAction, OrderAction - which means AI agents won't just discover your products. They'll purchase them. Book them. Reserve them. All without the need for a human to visit your website.

This isn't a distant future. Early adopters are already seeing faster time-to-purchase and significant drops in cart abandonment. The pattern is clear: the websites that become fluent in AI's language will capture the transactions. The ones that don't will become invisible.

This session shows you how existing schema investments position you for the agentic web - and what you need to do before AI agents start making the buying decisions.