HUMAN Security Expands Agentic Visibility to Marketing Teams as AI Traffic Grows 8x Faster Than Human Traffic

HUMAN Security, a cybersecurity firm specializing in bot mitigation and automated traffic analysis, expanded its Agentic Visibility capabilities beyond security teams to serve marketing and commerce organizations on April 21. The company simultaneously announced a native integration with Adobe Experience Platform, delivering AI agent traffic intelligence directly into the analytics environment where enterprise marketing teams already work.

The expansion comes with hard numbers. HUMAN’s 2026 State of AI Traffic and Cyberthreat Benchmark Report, released April 9, shows AI-driven traffic grew 187% in 2025, with automated traffic expanding eight times faster than human traffic year-over-year, according to PPC Land’s coverage of the announcement. Adobe’s own data, released at Adobe Summit on April 20, showed AI traffic to U.S. retail sites surged 269% year-over-year in March 2026 alone, with LLM-driven traffic converting 31% higher and generating 254% more revenue per visit than traditional traffic, according to CMSWire.

The Measurement Gap

The core problem is structural. Traditional marketing analytics platforms were built for human browsing sessions: a visitor arrives, views pages, clicks through a funnel, converts or bounces. AI agents interact differently. They may crawl a product catalog, evaluate pricing, compare competitors, and return results to a human user who never visits the site directly. Or an agentic commerce flow may complete a checkout autonomously on behalf of a consumer.

Standard dashboards surface almost none of this. As PPC Land reported, OpenAI alone generates approximately one website visit for every 198 crawls, compared to Google’s ratio of one visit per six crawls. Attribution models built around human sessions do not account for agent interactions that can involve dozens of touchpoints before any human enters the purchase path.

HUMAN’s Sightline Cyberfraud Defense platform, originally built for security and fraud teams, now extends to marketing, commerce, and digital experience functions. The system identifies agent activity, classifies agents by type and trust level, and distinguishes between human, bot, and AI agent traffic across the full customer journey, according to the company’s press release via GlobeNewswire.

Marketing teams can now measure AI-driven traffic and engagement, develop policies to allow, limit, block, or redirect agent activity, and optimize for AI-driven discovery including LLM optimization, answer engine optimization (AEO), and emerging agentic commerce patterns.

The Adobe Integration

Embedding Agentic Visibility inside Adobe Experience Platform removes a structural adoption barrier. Adobe is among the dominant infrastructure providers for enterprise marketing analytics and customer data management. Rather than requiring marketing teams to log into a separate security tool, HUMAN’s agent classification data now appears alongside existing human-traffic data in the same interface.

Adobe announced general availability of its Experience Platform Agent Orchestrator in September 2025, establishing a framework for managing agents within its platform. HUMAN’s integration slots into that architecture. As PPC Land noted, the broader ad tech industry’s infrastructure push around AI agents accelerated in late 2025, with Amazon, Google, and the IAB Tech Lab each releasing agent-related tools within the same week in November.

“Marketing and commerce teams are being asked to adapt to a fundamental shift in how customers discover and interact with brands, but they lack the tools to see what’s actually happening,” John Searby, Chief Strategy Officer at HUMAN Security, said in the company’s press release.

From Threat to Channel

The conceptual shift matters as much as the product. For a decade, automated traffic has been treated primarily as a security problem: bots scrape pricing data, inflate ad impressions, or attempt credential stuffing. HUMAN built its business on that threat model. The Agentic Visibility expansion reframes a subset of automated traffic as a legitimate, measurable, and optimizable commerce channel.

Gartner projects AI agents could drive 80% of internet traffic by 2035, according to PPC Land. If that trajectory holds, the distinction between “bot mitigation” and “agentic commerce measurement” becomes the defining question for every marketing analytics vendor. HUMAN is positioning itself on both sides of that line, which may prove to be the more durable market position than pure-play bot detection.