Microsoft's Free Site Tool Now Shows How AI Shoppers Use Your Website

Microsoft has added three features to Clarity, its tool that shows website and app owners how visitors use their sites. The biggest change is that Clarity now looks at AI agents too. These are software helpers that act for shoppers. Microsoft announced the update in a blog post on Wednesday, Nov. 4.

What changed

Agentic Analytics shows what AI agents do on a site and tests whether they can finish tasks. Microsoft says it can reveal if a site is losing customers because an agent cannot find a promotion or complete a checkout. It also includes simulation assessments, which let owners find these problems before customers do.

Brand Agents, an existing feature that puts an AI assistant on a website to help customers find and book services, also grew. It can now help retailers get their products found in Microsoft Copilot, Bing and MSN when shoppers ask Microsoft's AI for recommendations. Merchants can use it on their own site or only in AI experiences.

The third feature, Ask Clarity, lets owners ask questions about how people use their site. Answers are backed by real session evidence.

Who it affects

Online retailers are the main audience. Ask Clarity is in closed beta for retailers. Of the early access users, 88% said it taught them something new about their business or website. It starts with website behavior data and will later add AI visibility and advertising data.

Why it matters

AI help is already part of shopping. A PYMNTS Intelligence report found nearly 132 million Americans have bought something with help from AI. It also found that merchants expect agentic commerce to become a paid sales channel, but many feel unprepared to connect with AI platforms or agent networks.

Nabil Naghdy, lead product manager for Microsoft Clarity, said the tool is evolving alongside the customer journey. It began as a way to understand how people use a website.

What to do

• Check whether an AI agent could find your current promotions.
• Test whether an agent could get through your checkout.
• Watch for Ask Clarity if you run a retail site.

What is not known yet

The report does not say when Agentic Analytics and the new Brand Agents option will reach all users, or what they will cost. Ask Clarity is still a closed beta, so most owners cannot try it yet.