Shashwat Jain, Amazon

Guest Author

Shashwat Jain is a senior software engineer at Amazon specializing in AI-driven systems for large-scale traffic analysis, behavioral detection, and platform trust. His work focuses on understanding how automated systems — including traditional bots and emerging AI agents — interact with modern web platforms and how these interactions affect analytics, measurement, and digital infrastructure.

Web search

Rethinking AEO when software agents navigate the web on behalf of users

For more than two decades, digital businesses have relied on a simple assumption: When someone interacts with a website, that activity reflects a human making a conscious choice. Clicks are treated as signals of interest. Time on page is assumed to indicate engagement. Movement through a funnel is interpreted as intent. Entire growth strategies, marketing budgets, and product decisions have been built on this premise.

Shashwat Jain, Amazon