Does AI kill the role of a company's website?
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A company’s website is (was) far more than a digital business card - it’s a dynamic, multifunctional tool that supports branding, marketing, sales, and customer engagement. In an increasingly digital world, a website remains a vital asset that amplifies a company’s presence and directly contributes to its strategic objectives and overall success.? ?
While websites have been businesses' and individuals' dominant digital presence for decades, emerging AI-based technologies and shifts in digital behaviour suggest that new platforms and experiences could replace or significantly transform traditional websites.
However, with AI and digital transformation, the relevance of websites for organizations will change.
Websites are likely to remain. From my point of view, their role will evolve significantly as these alternative technologies gain traction. The future of digital presence is leaning towards immersive, interactive, and personalized experiences that adapt to the user's needs,
Here are some alternatives and potential website replacements:
Super apps like WeChat, Grab, and Gojek are not just game changers; they are redefining it. By integrating multiple services (messaging, payments, e-commerce, social media) into a single platform, they are minimizing the need for traditional websites and offering a seamless, all-in-one experience that can be truly exciting.
As voice search and commands become more sophisticated, platforms like Alexa, Google Assistant, and Siri make life easier by rendering traditional websites less relevant. Users can rely on voice-activated queries for information, product purchases, and services, bypassing the need to visit a website entirely.
AR and VR can create immersive digital environments that replace static web pages with interactive, 3D experiences. For instance, virtual showrooms, AR product demos, and interactive virtual tours could become the standard, offering more engaging ways to explore products, services, or content.
PWAs combine the best features of websites and mobile apps, offering fast, reliable, and engaging user experiences directly from a browser. They can work offline, send push notifications, and load faster than traditional websites, making them a substantial alternative, especially for e-commerce and content-heavy sites.
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Chatbots and conversational AI are evolving to provide more personalized, real-time interactions than websites. Businesses can deliver content, customer support, and services directly through messaging apps or bespoke chat interfaces, reducing the need for users to navigate traditional websites.
Brands increasingly use social media platforms like Instagram, TikTok, and LinkedIn as their primary digital presence, engaging with customers directly where they spend most of their time. Social media platforms offer integrated shopping, customer service, and content sharing, sometimes making traditional websites redundant.
The metaverse represents a virtual, interconnected digital universe where users can interact in 3D spaces. Platforms like Meta’s Horizon Worlds or Decentraland provide immersive spaces for businesses to create virtual storefronts, events, or experiences that go far beyond the capabilities of a traditional website.
An app ecosystem is a network of applications built around a central digital platform, enhancing its functionality and providing financial benefits to developers. It delivers advantages to platform providers, including reduced customer churn, increased revenue, and overall platform growth. For some businesses, mobile apps may replace websites, offering direct, tailored access to services without going through a browser. Apps provide better performance, integration with device features, and more personalized experiences.
AI could generate personalized, context-aware content on demand, tailored to individual users based on their preferences and needs. This content could be delivered through various mediums (apps, voice assistants, AR glasses) rather than a traditional website format.
So what's the answer to the question: WILL AI KILL WEBSITES?
Now, in 2024, I would say no. But they will be relevant to the company. Companies might change their priorities in investing in websites and put their budgets into one of the tools I described above.
Websites are still relevant for a company's brand identity and credibility, data collection and analytics, showcases of social proof and case studies, global reach and accessibility, customer support, and self-service.
Nevertheless, given the speed of developments in the AI space, I want to consider revising and adapting this article in a year or two.