Agentic Web Consultant

I’m a technology analyst and product strategist focused on how AI is reshaping the web — including the shift toward an “agentic web,” where AI agents act on our behalf to read, navigate, and use websites and products.

I’ve spent more than two decades analyzing and building on the web, from founding ReadWriteWeb (2003–2012), one of the most influential publications of the Web 2.0 era, to covering developer platforms and AI at The New Stack in the 2020s. Alongside that work, I’ve delivered market research, product analysis, and strategic advisory for startups, media companies, and technology firms (see testimonials).

Today, I help organisations understand how AI systems access, interpret, and use their websites and products — and where that breaks down.

Start with an Agentic Web Audit

If you want to understand how AI systems actually interact with your website (and related product surfaces) today, I offer a structured AI readiness assessment:

👉 Agentic Web Audit

This is a hands-on, non-automated analysis of how AI systems:

  • access your content
  • interpret its structure
  • use your site and APIs to complete tasks
  • represent you in tools like ChatGPT, Claude, and Perplexity

In effect, this is a form of agent usability analysis — understanding how AI systems experience and use your site and product surfaces.

If you’re just exploring, I’ve also put together a 36-page playbook based on my recent work:

👉 The Agentic Web Playbook

How I help

I work with organizations at different stages — from early ideas to established platforms — helping them design products, structure content, and adapt their systems for AI agents.

  • Shape AI-driven products: Define how AI fits into your product — including agent-based interfaces and AI-native experiences.
  • Launch and grow editorial products: Act as a founding editor to develop content-led products, including publications and AI-assisted editorial workflows.
  • Make sense of the AI/web landscape: Provide clear, practical insight into how AI is changing the web, developer platforms, and digital publishing.

👉 Consulting & advisory

Selected experience

  • Founder, ReadWriteWeb (2003–2012)
  • Senior Editor, The New Stack (2020–2026)
  • 20+ years analyzing web technologies, platforms, and digital media
  • Advisor and consultant to technology companies and media organizations

Book

My latest book, Bubble Blog, is a memoir of building ReadWriteWeb and experiencing firsthand the technological shifts that defined Web 2.0.

Bubble Blog book

Where to find me

Originally from New Zealand, I’m now based in the UK.