How GEO, WebMCP, and Bot Paywalls Are Building the AI-Native Internet

The internet is fundamentally changing to accommodate the rise of AI agents, whose traffic now surpasses that of humans. Websites are adopting Generative Engine Optimization (GEO) to make their content more discoverable and trustworthy for AI, especially in e-commerce. New standards like Model Context Protocol (MCP) and WebMCP are creating dedicated, structured pathways for AI agents to interact with websites and perform actions. In response to revenue loss from AI summarization, content publishers are implementing bot paywalls to charge AI systems for accessing and using their data.