Notch launches ACE: infrastructure that makes websites convert for both humans and AI agents as bot traffic surpasses human traffic

Anda Gansca is the co-founder and CEO of Notch, a digital intelligence and optimization platform that has served Fortune 500 brands for roughly six years. Clients include some of the world's largest banks. The company's core product tracks audience journeys through digital experiences and helps brands understand what content is driving or losing customers.

ACE launch

Notch launched ACE, new infrastructure designed to make websites personalize dynamically for both human visitors and AI agents. The announcement was made live from the Guggenheim Museum, where Notch staged an event.

The origin of ACE came from a pattern Gansca says Notch observed across the largest websites it measures: agent traffic had begun to outnumber human traffic. The CMO response over the past year — flooding sites with blog posts, FAQ pages, and other GEO-optimized content — backfired. Human visitors started bouncing at unusually high rates because the sites had been rebuilt for agents at the expense of the human experience.

“What we saw was there were more agents starting to come to websites than humans. And about a year ago, every single CMO became obsessed with GEO or AEO, which is how do I make my website readable to agents. But LLMs cannot be gamified... ACE is infrastructure that makes websites convert both humans and agents.”

How it works

ACE ingests a brand's knowledge from across its various content silos, not just the website. That knowledge is vectorized, atomized, and semantically tagged so both humans and agents can retrieve it through natural language. The system then reassembles content dynamically based on implicit data signals Notch has been collecting for six years.

Gansca's example: a first-time car buyer who has researched "electric car that doesn't look like a mom van" in an LLM arrives at a manufacturer's site and gets a static, generic page that doesn't reflect her intent at all. With ACE, she can paste her LLM research directly into the site or type her query, and the site rebuilds around her semantic input. There are no more fixed pages — just dynamic reassembly. When an agent arrives, the same knowledge base is served, rendered as code rather than visual content.

Notch's own website was rebuilt on ACE in the 48 hours before the announcement.

The broader argument

Gansca argues the website as it currently exists is dead. Her proposed replacement term is "knowledge site" — a structured, governed knowledge base that can serve both humans and agents in their respective modalities. Brands that cram undifferentiated content into static pages will keep losing both audiences.

She pushes back on zero-click marketing pessimism. Humans aren't disappearing from websites, particularly for high-intent purchases where people want to validate what they've found in an LLM. Her view is that LLMs are another channel to optimize for, not a replacement for the brand's own destination.

On market scope, Notch intends to move beyond the enterprise. Gansca says ACE can serve companies of any size, and the ambition is broad.