The best website is one where users can get the content they need first time, every time.
That’s what AI is going to do.
Very soon, an AI embedded on your site will give users exactly what they’re looking after a few text or voice prompts. It will become so good that for many users the AI will *be* your website.
Like it or not, as Content Designers, we need to support that behaviour.
Content design that ensures information can be served coherently via AI will become progressively more important - perhaps even more important traditional 'web pages'.
In this talk, you'll learn how to pivot towards this emerging reality by designing content 'under the hood'.
We'll look at live examples from ChatGPT, Perplexity and GOV.uk that are already exploring this model.
We’ll also use this talk to learn to let go.
Yes, AI still has lots of problems, but what’s certain is that it is going change how the web is delivered. Maybe not tomorrow, but soon.
We have to remind ourselves that users really don't care about websites. They just want the information they contain.
If they think AI can give them what they need in a more convenient way, they may never look at old-school web pages again.
