How AI is changing search
Think about it. If you use ChatGPT or Gemini (or your AI tool of choice) to search for something you’d have Googled 18 months ago, you get an answer right there on the screen. No need to visit a website.
Sure, sometimes AI gives you a link, but the references are often easy to overlook. Even when the links are there, why would you click through to a site when you already have the answer you wanted? Maybe, for important topics, you’d double-check the source. But let’s be honest, how often does that happen?
AI search engines are getting better at summarising information from multiple sites and giving it to you instantly. Instead of a list of links, AI serves up a quick answer.
Recently, I asked both ChatGPT and Gemini about the office investment market in Southeast England. They came back with useful updates: trends in prime yields, the demand for Grade A office space, regional differences, and even recent news and research from real estate firms like Savills, Colliers International, Avison Young and Curchod & Co.
Both platforms offered links to these sources, but I didn’t need to click them. If I’d used Google, I would have had to open those articles, read through them, and maybe spend some time browsing the websites. This might have led me to sign up for a newsletter or explore what those firms offer.
With AI, that journey never happens. It’s hard not to imagine that fewer people will visit websites because of this. But does that mean websites are becoming irrelevant? Let’s explore.
Why websites have been so important
For years, websites have been a brand’s digital headquarters. They’ve evolved from basic brochures into hubs full of press releases, company news, and valuable resources. They’ve been essential for building trust and giving visitors an engaging experience. But now, with AI becoming so dominant, that model is being disrupted.
How websites need to adapt to AI search
If fewer people are visiting websites for basic info, companies have to rethink their approach. Instead of being simple information banks, websites should offer something AI can’t easily replicate: unique, engaging experiences.
Rather than just storing content, websites should become interactive hubs. Think of personalised experiences, community features, or gated content that makes visiting worthwhile.
Making gated content work
Gated content can still be a game-changer. This is material, like e-books or exclusive reports, that users can only access by sharing their contact details. It turns visitors into leads.
In an AI world, this type of content has to be worth the effort. If it is, people will still come to your website, keeping it relevant.
AI’s impact on content strategy
AI platforms pull the best snippets from websites and serve them directly. This means brands have to think smartly about how they communicate key messages. Content needs to be easy for AI to read and summarise. But if you give too much away, there’s no reason for people to click through to your site.
Creating AI-friendly content isn’t just about search rankings. It’s about keeping your brand’s message engaging enough for visitors to want more.
Rethinking PR and marketing strategies
Use a multi-platform approach
It’s time to diversify. Brands should spread their content across social media, podcasts, and even in-person events. This way, they’re not relying on website traffic alone and can reach people where they spend time.
Crafting AI-friendly content
Make sure your content is easy for AI to understand, but still leaves room for deeper exploration. This might mean building Progressive Web Apps (PWAs) that provide a faster, app-like experience, even offline. PWAs work well with AI because they’re fast and user-friendly, which helps boost visibility in AI search results.
An optimised, responsive experience will help businesses remain visible and relevant in an AI-first world.
Websites still matter for trust
Trust and credibility aren’t going anywhere and websites will continue to play a role in building brand legitimacy. Users will still seek out websites for in-depth information, authoritative content, or when they need to verify the source of a claim.
Looking forward: stay flexible and creative
AI is reshaping how we access information. Websites will probably become more about engagement than just attracting traffic. PR and marketing teams will need to keep innovating, and trying new formats and strategies to stay relevant.
While AI is changing the game, it also brings opportunities. By adapting your website, making it more interactive, and focusing on unique content, it will remain an essential tool.
As they say (well, sort of): “Reports of the death of websites are greatly exaggerated.”
