Will AI change websites forever?

Yes, AI is changing how we access information. Certain question-and-answer tasks will naturally shift to AI responses and in many cases, that’s a good thing. If you can get an instant, straightforward answer without scrolling through multiple web pages, why wouldn’t you? But here’s the thing: not all questions have simple, black-and-white answers...

When AI falls short

If you ask AI, “Why is the sky blue?” or “How do I get from A to B?” - great, you’ll get a precise, reliable answer in seconds. But what happens when your query requires nuance, personal preference or emotional insight?

Let’s say you’re researching something more complex, like “What car should I buy?” Sure, AI might serve up a list of well-reviewed, award-winning models based on data, but what about how the car feels? The experience of driving it? The emotional connection you might have with a particular brand? Can AI evaluate whether those reviews are credible or biased?

Or take parenting advice - there’s an overwhelming amount of guidance out there, and AI can certainly summarise different viewpoints. But when it comes to raising a child, can a machine truly understand your personal values, family dynamics or the deeply human elements that shape parenting decisions?

Then there’s the question of what happens when a growing portion of online content is AI-generated in the first place. In that future, AI summaries are no longer distilling human thought but instead regurgitating insights drawn from other machines. The risk? An echo chamber of AI-driven content feeding off itself, potentially diluting the richness of original, human perspectives. (This feels like a deeper issue but we'll brush over it for now).

AI can assist, but it can’t replace

Then there’s retail. AI is fantastic for long-tail searches - if you’re hunting for “the cheapest place to buy that new red dress from Zara,” it can do the legwork for you. But can AI piece together an outfit that feels uniquely ‘you’? Can it evaluate the quality of a garment beyond price and availability? Does it know if a brand aligns with your values? Not really.

Just because something offers a simpler solution doesn’t mean the long way around will disappear.

• Audiobooks haven’t replaced physical books

• Streaming hasn’t replaced the cinema

• Augmented reality hasn’t replaced travel

• AI-generated images haven’t (and won’t) replace photography

Why? Because the experience is just as important as the task itself. Humans don’t just want answers; we want to browse, discover, compare and validate our own decisions. Sometimes, we want the joy of the journey, not just the destination.

AI will shape the internet - but not how you think

Here’s what’s really going to happen: AI won’t make websites obsolete, but it will change how businesses structure their content. SEO will evolve - maybe we’ll even start talking about AIO (AI Optimisation) as a new approach to ranking online. Some websites will lose traffic because AI can answer basic queries directly. But beautifully designed, immersive web experiences? They’re here to stay.

So, don’t panic - adapt. AI isn’t the end of the internet as we know it. It’s just another evolution in how we engage with information. And as always, the businesses that embrace change will be the ones that thrive.

If you'd like to talk about how you can best future-proof your own website then get in touch.