Microsoft Clarity adds AI agent analytics and product listings

Tracking the rise of AI agents

Microsoft has updated Clarity, its free website analytics service, to help owners understand how AI agents interact with their sites. This comes as non-human traffic is becoming a major part of the internet. According to a Microsoft Advertising post, these agents are increasingly used by people to research products, fill out forms, and complete purchases.

The new Agent Activity dashboard shows how this traffic changes over time and identifies which agents are visiting. It tracks specific actions such as logins, downloads, appointment bookings, and checkouts. This allows businesses to see exactly where an AI agent might encounter friction or fail to complete a task.

Currently, the tool recognizes agents from three specific operators: Google, OpenAI, and Anthropic. These are typically computer-use agents that operate a browser on a person's behalf. Microsoft notes that while agents might find a product, they can still get stuck at the checkout or miss a promotion, leading to lost customers.

Simulations and conversational data

To help businesses prepare for these automated visitors, Microsoft added simulation assessments. These tools let a company check how well an agent completes a task, such as a travel booking, before a real customer journey fails. The simulations provide data on completion rates, time taken, and the number of interactions required.

For the human side of the business, Microsoft introduced a feature called Ask Clarity. This tool allows marketers to ask questions about their website behavior in plain language. It functions like an analyst by exploring possible explanations for data trends and linking those findings to specific session recordings.

For example, a retailer could ask the tool to investigate why European shoppers are converting at a lower rate. The AI might identify issues like untranslated pages or specific delivery restrictions. Microsoft plans to eventually expand this tool to include advertising data and broader AI visibility metrics.

Visibility in AI search results

Microsoft is also changing how products from certain online shops appear in its AI ecosystem. Through a feature called Brand Agents, products from eligible Shopify and WooCommerce merchants can now show up in Copilot, Bing, and MSN. This happens when shoppers ask these AI tools for specific product recommendations.

Unlike some other features that process payments inside the AI assistant, this route sends the shopper to the merchant's own website to finish the purchase. Merchants who already have Brand Agents installed do not need to perform any additional configuration to participate in this new cross-platform discovery.

The mechanism works by publishing a copy of the merchant's live product catalog to the Microsoft Merchant Center. This makes the items discoverable across various Microsoft AI surfaces. However, Microsoft has not yet clarified how these products are ranked or if appearing in these results carries a specific fee.

Expansion to local services

The update also extends Brand Agents beyond traditional retail to include local service businesses. These agents can help website visitors understand a business's services and book appointments directly. This is intended to help local owners capture leads after hours and reduce the time spent on return calls.

Microsoft highlighted several integrations for this feature, including platforms like Square, Jobber, HubSpot, Calendly, Housecall Pro, and Salesforce. By connecting to these existing tools, the AI agent can capture information and schedule appointments automatically. This allows the agent to act as a bridge between a customer's question and the business's scheduling software.

Eligible WordPress businesses can begin using this service by installing Clarity and connecting a supported CRM. While the retail features are currently in beta for Shopify and WooCommerce, the local service features are being rolled out to help a broader range of businesses manage customer interactions.

Limited availability and scope

While Microsoft stated that some features are available globally, there are several limitations on the current rollout. The question-based tool is only open to a specific group of retailers for now. Similarly, the product listings only work for certain Shopify and WooCommerce stores rather than all merchants on those platforms.

The agent tracking is also restricted to the three named operators, meaning it does not currently include Microsoft's own Copilot or other major providers like Meta or Perplexity. This creates a gap in coverage for some of the most prominent AI tools currently active on the web.

Microsoft's data on the growth of these agents shows that weekly sessions nearly doubled in just three weeks. However, the company's analysis was based on a specific window of time in late 2026. As the technology evolves, the company plans to expand simulations to more types of customer journeys beyond commerce and travel.