Microsoft Clarity Now Shows What AI Agents Do on Your Website — Free

What Microsoft announced

Microsoft’s November 4 Clarity update is built around a simple idea: your website now has three kinds of visitors — people browsing, AI assistants recommending, and AI agents acting on someone’s behalf. Clarity added a tool for each:

Clarity itself is free, with no traffic limits, so the agent reports cost nothing to try if you already use it or install it.

What AI agents are doing on websites

AI agents — assistants that browse and act for a person — visit websites the way a person would, then click, fill in forms, and buy on someone’s behalf. Microsoft says weekly sessions from AI agents nearly doubled in three weeks to almost 2 million across sites using Clarity. Its study of 5.2 million agent sessions from August and September shows those visits are about getting things done:

Microsoft Clarity analysis of agent sessions on 230,511 sites, August 13 – September 9, 2026.

Checkout showed up in a quarter of agent sessions — far more often than in human ones. Microsoft notes that an agent session can include a hand-off to the person, so these figures show what happened during sessions involving agents, not proof that an agent finished each task alone. Still, the direction is clear: if an agent can’t get through your checkout or booking form, you may lose the sale without ever knowing why. Visa’s new AI shopping benchmark found the same pressure from the other side.

Clarity’s other AI visibility reports

Clarity also has two other AI reports. Together with Agent Activity, they’re the closest thing small businesses have to a free “search console” for AI:

• Citations: how often your pages are cited as sources in AI-generated answers, which pages and topics get cited, and your “share of authority” compared with competitors on the same queries. You verify your domain first, through the Clarity code, Google Search Console, or Bing Webmaster Tools.
• Bot Activity: which AI crawlers request your pages and how often, using your server or CDN logs. It’s on by default with the latest Clarity WordPress plugin; other setups may add charges from your CDN provider. A crawl isn’t a citation — it only shows the AI system visited.

If those reports show AI crawlers aren’t reaching you, check whether your site blocks them. Blocking AI training and blocking AI search are separate choices — see the new AI training opt-out.

Brand Agents for local businesses

Brand Agents started as an AI shopping assistant for online stores. Now Microsoft is opening it to local service businesses. When a visitor asks something like “Can you help me fix a leaking pipe under my kitchen sink?”, the agent identifies the right service and offers to book it.

• Booking and leads: it connects to tools many local businesses already use — Square, Jobber, HubSpot, Calendly, Housecall Pro, and Salesforce — so it can capture leads and schedule appointments, including after hours.
• Who can start: eligible WordPress businesses, by installing Clarity, choosing “Clarity with Brand Agents,” publishing the agent, and connecting a supported CRM.
• Online stores: eligible Shopify and WooCommerce merchants using Brand Agents can now have their products appear in Microsoft Copilot, Bing, and MSN when shoppers ask AI for recommendations — no extra catalog upload needed.
• Cost and access: free during the beta, with pricing to be shared before the beta ends. Access is through a waitlist.

It’s the website version of the phone-answering tools in our guide to AI receptionists, and the same rules apply: ground it in accurate information and make the handoff to a person easy.

How to try it

1. Install Clarity if you don’t have it: there are plugins and integrations for WordPress, Shopify, and other platforms, or you can add the code manually.
2. Open the Agent Activity dashboard and note which agents visit and what they try to do.
3. Run a simulation on your most important task — checkout or booking — and see where it struggles.
4. Verify your domain to unlock the Citations report.
5. Local businesses on WordPress: try Brand Agents and connect your booking tool.

I run a small [type of business] website. Here's what Microsoft Clarity shows about AI agents on my site:

Agents visiting and how often: [paste from the Agent Activity dashboard]
Actions they take (searches, form submissions, bookings, checkout): [paste]
Simulation result for [checkout / booking]: [paste whether it completed, how long it took, and where it struggled]

1. Explain in plain language what this says about how AI agents experience my site.
2. List the three most likely reasons an agent would get stuck, based only on this data.
3. Suggest one fix for each, in order of effort (easiest first).
4. Tell me what to check again in two weeks to see if the fixes worked.

Don't guess at numbers I haven't given you.

What to keep in mind

• Only some agents are tracked. Agent Activity currently recognizes agents from Google, OpenAI, and Anthropic.
• Agent and human activity can blend. A session may start with an agent and finish with the person, and Clarity can’t yet split the two.
• Simulations are early. They cover shopping and travel scenarios first, with more types of customer journeys planned.
• Some pieces are betas. Brand Agents is a free beta with a waitlist, and Ask Clarity is a closed beta for retailers.
• The numbers come from Microsoft. The agent-traffic figures are Microsoft’s own analysis of sites that use Clarity.

Common questions

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