AI Agents are the new users: protecting data quality and decision-making between bots and real users

AI agents are no longer a thing of the future: today, they navigate your website, generate interactions, and complete conversions with such naturalness that it has become nearly impossible to distinguish them from real users. In this landscape, standard event tracking is no longer enough to block and filter "synthetic" data generated by increasingly sophisticated bots and AI systems. Consequently, maintaining high-quality data and making profitable strategic decisions requires more advanced bot-filtering methods. In this session, I will demonstrate how to protect your data quality by combining behavioral analysis — using tools like Microsoft Clarity — with real-time, AI-driven bot traffic controls. You will discover how to recognize the difference between human and synthetic behaviors, building an analytics system that remains reliable even in this new era.