The Web Is Becoming Machine-First

For the first time in internet history, automated traffic has surpassed human traffic.

According to Cloudflare CEO Matthew Prince, that shift isn't slowing down. It's accelerating. He says the curve is getting steeper, and based on current trends, Cloudflare estimates automated traffic could be 1,000 times human traffic within five years.

So what happens when machines become the dominant users of the web?

Today's web was designed around humans: pages, interfaces, clicks and navigation.

Embassia is building for what comes next — an agent-native layer that lets AI systems communicate directly with websites and access the information they need without navigating the web like humans do.

If machines are becoming the majority of internet traffic, the web needs infrastructure built for machines.

That's what we're building at Embassia.