All change! The website still matters, but you'll need to re-think it for the AI era

It doesn’t matter whether it’s B2B or B2C, the buyer journey is being disrupted. Nowhere is this more evident than with the brand website. Website traffic is declining, but that doesn’t mean it’s no longer useful in the buyer journey. It simply means the traditional approach to navigation, pages, and funnels no longer works.

Maybe it’s true that the website is no longer the primary interface for customers, but it is still the primary source of brand information. At the same time, brand websites need to serve two very different consumers of information: humans and machines. And those needs are diverging fast.