Marketers, you never had human data. You have human-shaped data.

1. You track clicks, not decisions.
2. You track page views, not attention.
3. You track conversions, not satisfaction.

Every metric is a proxy for a human behavior, not the behavior itself. I talk about this at #OMR: the end of the human-only web, choice architecture in the agentic web.

I will be in the #UserCentrics room, May 5, 2026 at 15:15-16:15
https://omr.com/de/events/festival/masterclasses/the-human-only-web-never