In the ever-evolving landscape of artificial intelligence (AI), some have begun to question whether company websites are still necessary. As AI tools like ChatGPT and Google Gemini influence how people find and interact with brands, are traditional websites losing their place in the marketing mix?
In this conversation, Vincent Cabansag and Melanie Shirley, our heads of technology and marketing, respectively, explore why websites are still vital in this AI-driven era. Their exchange covers everything from the importance of owning your brand’s narrative to how AI can influence customer interactions and SEO strategies. Let’s dive in.
Websites are critical for controlling your brand’s narrative
Melanie Shirley: As a marketer, I always think in terms of three main channels: owned media, paid media, and earned media. A company’s website sits squarely in the owned media category. It’s a place where we control everything—what we say, how we present it, and the overall user experience.
Even with AI tools changing search behaviors, websites are still crucial. It’s like having a digital front door to complement the other brand experiences your business offers, like brick-and-mortar or social.
What’s your take?
Vincent Cabansag: I couldn’t agree more. Your website is where you control the narrative of your company, and that’s critical. While AI might help or hinder how people find you, your website is the place where you own the entire experience once they arrive. If your website isn’t optimized for the user, if it isn’t accessible, or if it doesn’t engage the visitor quickly, you risk losing them immediately.
The impact of AI on search engine optimization (SEO)
Melanie: That’s exactly it. With AI tools like Google’s Gemini, Perplexity, and ChatGPT changing how people search, the fundamentals still apply—your website is the heart of your digital presence. SEO strategies, content marketing, and user experience all feed into how effective that website is. And even though AI is helping create content faster, websites still matter for controlling your brand’s image.
Vincent: Yeah, and that brings up an interesting point. SEO used to be all about keywords. But now, with AI, context is becoming just as important. AI-driven tools like LLMs (large language models) are helping users synthesize information faster than ever, but those tools still need websites to pull from.
AI in content creation and the shift toward contextual SEO
Melanie: It’s funny you mention that. I’ve been using AI for my own research—like when I’m looking at trend reports. I just feed the report into ChatGPT or Claude and let it give me a summary. It saves me from having to read all 50 pages!
But still, I always go back to the source—often a company’s website—to dig deeper.
Vincent: Exactly. AI helps people get that high-level view quickly, but when they want the full experience or the detailed information, they still visit the website. And that’s where the website shines—because once users land, you control that journey.
Optimizing for AI-driven search engines
Melanie: And let’s talk about AI and SEO for a minute. AI is definitely changing the game.
I’ve seen companies’ traffic drop almost overnight due to Google’s new Gemini algorithm, which is heavily integrated with AI. The way people are finding sites is shifting toward AI-driven search engines like Perplexity or Bing. SEO strategies are going to have to evolve to account for this.
Vincent: Right. It’s not just about optimizing for Google anymore—you also have to consider how AI tools “read” your website. If you’re not thinking about how AI helps users find your brand, you’re missing out. Optimizing for AI-driven search will be just as important as traditional SEO strategies.
How websites enhance brand personality and emotional connections
Melanie: What I also love about websites is how much personality you can show. Even though I’ve used AI to write content, there’s something irreplaceable about the personality a brand conveys through its own website. You can really make that emotional connection.
Vincent: Absolutely. That’s something AI can’t replicate. While AI can generate a lot of content, it can’t create those emotional connections that brands need to form with their customers. Websites give you the ability to foster brand loyalty in a way that’s much more personal and direct.
Why data privacy and compliance must be displayed on websites
Melanie: Another thing websites offer that AI can’t is transparency. For instance, with all the emphasis on data privacy these days—whether it’s GDPR or CCPA—AI tools aren’t able to communicate a company’s compliance measures effectively. Websites are where you can display your privacy policies, security practices, and show consumers that they can trust you.
Vincent: Exactly. AI might be great at giving people quick answers, but it’s not keeping up-to-date on compliance and privacy policies. If your customers want to understand your stance on data privacy, they’re going to check your website. And that’s where you can build trust and transparency, which are both critical in today’s digital age.
E-Commerce: How websites still play a key role in the purchase journey
Melanie: I’ve used ChatGPT to help me research products, but it still directs me to traditional retailers like Lowe’s or Amazon. AI is great for research, but when it comes time to buy, customers still need to go to a website to complete the transaction.
Vincent: That’s a great example. AI can help guide the research phase, but your website is still essential for handling the full buyer journey. E-commerce websites offer a seamless transaction process that AI just can’t replace yet. Websites still provide the functionality people need to complete purchases and browse for products.
Websites as a tool for direct consumer engagement
Melanie: Websites create direct engagement with customers. On social platforms or third-party sites, that engagement is more detached. With your website, it’s a direct line to the consumer. You can use personalized content, targeted offers, and email marketing to build those relationships.
Vincent: Exactly. The website is where customers can really get to know your brand. AI might guide them there, but once they’re on your site, you have the opportunity to show them what your brand is all about and even offer a more personalized experience—whether it’s through dynamic content or a customized journey.
The future of websites in the age of AI
While AI continues to revolutionize how users find and interact with brands, websites remain at the core of any digital marketing strategy. They are still vital for controlling your brand narrative, offering transparency, providing personalized experiences, and building emotional connections with customers. As the digital landscape evolves, websites will continue to adapt, working alongside AI to ensure brands stay relevant and accessible.
Websites aren’t going anywhere—in fact, they’re more important than ever.
