7 ways to use AI agents to optimize websites and workflows
- Apr 24
- 9 min read
Author: Dale Bertrand
For the past three years, my agency Fire&Spark has been experimenting with AI, moving from basic chatbots like ChatGPT, toward AI assistants, and now AI agents that run more autonomously. What I've seen in that time has fundamentally changed how I think about marketing, website management, and where human effort is best spent.
The shift from chatbots to agents is significant. With a chatbot, you ask a question and get a response. With an AI agent, you give it a goal—like write a marketing plan, refresh a page on your website, or research your competitors—and it figures out how to accomplish that goal, often working alongside other agents to get it done. Agents make decisions autonomously, take actions, use tools like web search, and can even interact with your data systems.
For anyone who builds websites, has a brand, or runs an online store, this matters enormously. AI agents mean you can get marketing done faster, give customers better experiences, and lower your costs.
Keep reading, or check out the webinar below, to see what that looks like in practice.
Download Dale Bertrand's slides on How to Use AI Agents across your SEO stack and Crystal Carter's slides on tips for using Wix Harmony and Wix's AI Agents to grow your website traffic.
How multi-agent systems work
When you hear about AI agents, you might picture a single bot doing a single task. But the real power comes when you have multiple agents working together as a team, each one with a specific role, coordinating to produce an output that's better than any one of them could produce alone.
Here's how a typical multi-agent system is structured. At the top, you have a supervisor agent. You give the supervisor a goal—say, write five LinkedIn posts for your brand. The supervisor doesn't do the work itself. Instead, it spins up a team of specialized agents and manages the process.
First, it launches a research agent. That agent goes out and gathers relevant information: what topics are trending, what your audience cares about, what competitors are saying.
Once the research is done, the supervisor hands it off to a copywriting agent, which uses that research to write the posts.
Then a third agent, a QA agent, reviews the copy. If something's missing, if a fact isn't cited, if the tone is off, the QA agent sends it back to the copywriting agent with notes. The two go back and forth until the QA agent is satisfied. Only then does the supervisor agent call the job done.
What makes this pattern so effective is the feedback loop between the copywriting and QA agents. It mirrors what a good human editorial process looks like—a writer drafts, an editor pushes back, the writer revises—except it happens automatically, at speed, without you having to manage any of it.
How to use agents to optimize websites and workflows
You can apply this same structure to almost any marketing task. The specific agents change, but the pattern stays the same: a supervisor coordinates a team of specialists, each doing what it does best, with a QA layer to catch mistakes before the output reaches you. Here are some ways to use agents to optimize your website for search.
Use agents to proactively monitor your analytics
Many of us have Google Analytics set up on our websites but never actually look at it. It's not always clear what the numbers mean, or what to do when you spot a problem. That's where AI agents can make a real difference.
Imagine an agent connected to your GA4 data that runs every night. It proactively identifies pages that have lost traffic, surfaces opportunities to get more, and emails you only when it finds something significant. Not every small blip, but the big opportunities worth acting on. And when it does flag something, it gives you step-by-step instructions for how to fix it.
This is a fundamentally different relationship with your analytics. The old way was to open GA4 when you had time, which was probably never. The new way is proactive: the agent monitors for you and brings the insights to you.
Diagnose traffic drops with a swarm of agents
When a page on your website loses traffic, there can be dozens of possible causes. Is it still published? Has it been de-indexed by Google? Is there a technical issue? A robots.txt problem?
At my agency, we built a system to tackle this at scale. We wrote out roughly a hundred different reasons why a page might lose traffic, then built one AI agent for each reason. All hundred agents launch simultaneously, each one checking the data to test its specific hypothesis. Most come back with "not my issue,” but a handful will flag that their hypothesis might be the culprit. That narrows the problem down fast.
This swarm model—deploying many agents in parallel, each with a narrow task—is one of the most powerful patterns in AI agent design. It turns a tedious diagnostic process into something that runs in the background while you focus elsewhere.
Automate content refreshes, with a human still in the loop
One of the most time-consuming parts of running a website is keeping content fresh. Pages that rank well need regular updates, but researching, briefing, and rewriting takes hours. We built an automated workflow to handle most of it.
It works like this: agents first prioritize which pages to refresh, focusing on pages that are already performing well since they have the most to gain. Then agents do the research, write a refresh brief, and hand it to a human for review and approval. Once approved, agents write the updated copy, and a human reviews and publishes.
When we implemented this, it cut our page refresh time from two hours down to 20 minutes. That's a massive time saving, and it still keeps a human in the loop at the key decision points, which is exactly where human judgment belongs.
Monitor your target audience to write content they actually care about
We target health technology companies at my agency, but we weren't getting the engagement we wanted on LinkedIn because we weren't writing about topics our audience cared about.
We built an agent to fix that. We identified 30 people on LinkedIn who are CMOs at health tech companies—our ideal customers—and built an agent that proactively monitors what they're posting, commenting on, and engaging with. Once a day, it analyzes those conversations, identifies which topics are trending among that group, and sends me an email with a summary.
Now when we write LinkedIn content for that audience, we're writing about things we know they care about, because we've been watching their conversations in real time.
Scrape forums and Reddit
Some of the most valuable market research you can do doesn't come from surveys or keyword tools. It comes from watching real conversations happening in the places your audience hangs out. I love scraping forums, and Reddit in particular, because people there are unfiltered. They're asking real questions, voicing real frustrations, and debating topics they genuinely care about.
An AI agent can monitor the subreddits your target customers frequent, analyze the threads getting the most engagement, and surface the topics that keep coming up. When you know what your audience is actively talking about, you can write content that speaks directly to those conversations instead of guessing what might resonate.
The research agent does the scraping and analysis. You get a digest of what's trending in your niche. It's the kind of audience intelligence that used to require a dedicated researcher, and now it runs on its own.
Use agents for go-to-market (GTM) planning
Go-to-market planning is essentially a project management problem. You need to figure out what you're going to do for your marketing, when you're going to do it, and what resources you're going to deploy at each step. It's exactly the kind of complex, multi-part task that agents handle well.
An agent can help you build out the full plan: developing your messaging, mapping out your content calendar, writing social posts, setting up webinars, and sequencing all of it in a logical order. Think of it like having a strategic partner who can hold the whole plan in their head, generate the assets you need, and flag what's missing.
Where agents really shine in GTM work is in the research phase. It’s great at analyzing competitors, identifying gaps in the market, and understanding what your audience needs to hear at each stage of their journey. You feed the agent your goals and your audience, and it helps you figure out the rest. You're still making the strategic calls. The agent just makes sure nothing falls through the cracks.
Think of yourself as a manager, not a doer
The biggest mindset shift that comes with using AI agents is this: you're becoming a manager. For example, if you were a writer, you're now an editor because the agents are doing the writing.
This is actually a good thing. Most of us can only sustain two to four hours of deep creative strategy work per day before our brains start looking for an escape hatch. Agents handle the volume, the research, the first drafts, and you spend your time on the decisions that actually require your judgment.
My advice: start with the agents that are already built into the software you're using. You don't need to be a programmer to use AI agents. The platforms you're already on are building this capability in. Use what's available to you, stay on top of what's new, and redesign the way you work around these tools. That's where the real leverage is.
How to use agents on Wix
If you're a Wix user, you don't need to be a programmer to start using AI agents on your websites. Much of what I've described in this article is already being built directly into the platform. Here's what's available today:
Aria, the business assistant
Aria lives in your Wix dashboard—look for the AI button in the corner—and you can have a full conversation with it about your website. You can ask it to generate a report on your highest-performing blog posts from the last 30 or 60 days, the same way I described using agents to monitor your analytics. You can ask it to create and upload events, generate structured data markup, and more. Aria is available across all Wix editors: Harmony, Studio, and classic Wix.
If you're using Wix Harmony, Aria is also built into the website builder itself. You can have a conversation with it to generate new pages, add a blog, tweak your design, and optimize your copy. You can give it a role to sharpen its output.
For example, tell it "you're an SEO specialist, optimize this copy to rank for the keyword antiques in Chicago" or "you're a conversion rate optimization specialist, optimize this section to improve course bookings." You can also upload brand guidelines, tone of voice documents, and customer personas so that everything it produces stays on-brand.
The AI Marketing Agent
The AI Marketing Agent is built specifically for marketing tasks. It can conduct keyword research, create a content plan, optimize site pages, and draft blog posts ready for publishing—with meta descriptions and on-page SEO elements built in. It can also generate optimized FAQs, which are particularly useful for visibility in AI-powered search. You stay in the loop: the AI Marketing Agent will notify you by email or dashboard notification when content is ready for your review before anything goes live.
Juno, the front desk agent
Where the AI Marketing Assistant focuses on getting customers in, Juno focuses on keeping them. Juno automatically prioritizes incoming messages, suggests on-brand responses to customer queries, and proactively surfaces insights—for example, flagging that there's a high volume of questions about subscriptions and suggesting you simplify that process. It can also recommend actions like sending a discount coupon to first-time buyers. Think of it as a customer retention layer running in the background.
Omni, the custom agent
Omni is Wix's multi-agent workflow builder. It lets you automate routine tasks, manage multiple workflows, and set approval gates so that sensitive actions, like sending emails or responding to negative reviews, require your sign-off before they go out. You can start from a template or build from scratch, and you can test your outputs before anything goes live. Templates are available for customer engagement, sales and marketing, table reservations, and more. To find it, go to the sidebar in your dashboard, click Agents, then Custom Agents.
Wix MCP
For those who want to go deeper, Wix has an MCP — a connector that allows external AI tools like Claude or Visual Studio Code to talk directly to your Wix website. Wix MCP is how you could, for example, have a conversation in an external AI tool and instruct it to add a new product to your store, and have that product appear live on your site without you ever logging into the Wix dashboard.
MCP takes a little setup, but once it's running it can save significant time, especially for repetitive tasks like uploading products or managing content at scale. You can find setup instructions in the Wix developer documentation, and tools like Gemini or ChatGPT can coach you through the process if you get stuck.
Dale Bertrand is founder of Fire&Spark, an SEO and content marketing agency. He has two decades of experience in AI and marketing, drawing on his BSc and MSc in Electrical Engineering from Brown University with a focus on AI and computer engineering. LinkedIn