As reported by Marketing Dive, brands are starting to rebuild their mobile apps and websites to work with AI assistants, as platforms like ChatGPT, Gemini and Copilot reshape how people discover and interact with brands.
The shift signals a move away from experiences designed primarily for Google search toward systems built for AI mediated discovery and action.
AI Assistants Are Becoming the New Interface
Industry experts say AI assistants are quickly becoming a new distribution channel for brands. Instead of typing into a search engine or navigating apps manually, consumers are increasingly asking AI tools to find information, compare options or even complete transactions on their behalf.
Some analysts predict AI search traffic could surpass traditional search within the next few years, and studies suggest that nearly two thirds of websites already receive some form of AI driven traffic.
As a result, companies are rethinking how their digital experiences work. Rather than designing only for human users, brands now need to ensure that machines can interpret their content, structure and functionality.
Why Traditional Website Design No Longer Works
Most mobile apps and websites were built around traditional search engine optimization. They assume that users will browse, click and navigate interfaces themselves. That model becomes less effective as AI agents attempt to interpret pages built for humans.
Experts note that current AI tools often rely on workarounds such as screenshots or coordinate mapping to understand interfaces. Those processes can be slow and error prone, creating friction in the customer journey.
Brands that fail to adapt risk losing visibility. If an AI assistant cannot easily interpret a website, the brand may fall out of recommendations entirely, similar to dropping off the first page of search results.
The Rise of Agentic Engine Optimization
The industry is beginning to use terms like agentic engine optimization or generative engine optimization to describe the new approach. Unlike traditional SEO, success depends less on keywords and more on structure, metadata and machine readability.
Experts recommend improving digital hygiene by:
- Structuring pages clearly with proper headings and semantic HTML
- Ensuring accurate metadata and descriptive image alt text
- Providing APIs or machine readable content where possible
- Creating files that guide how AI models access and use website data
These changes help AI systems understand the hierarchy and meaning of a site’s content, making it easier for assistants to recommend or act on behalf of users.
Balancing AI Discovery With Owned Channels
Some marketers worry that AI platforms could weaken direct relationships with customers. However, experts suggest that successful brands will take a hybrid approach.
Companies need to appear in AI driven searches while still guiding users toward proprietary apps and websites. The goal is to use AI as a discovery layer while maintaining control over conversion experiences.
This balance becomes more important as AI assistants integrate into browsers, operating systems and mobile apps. Brands like Expedia, Spotify and Zillow are already experimenting with AI native experiences to stay relevant in the new ecosystem.
What Comes Next for Digital Experiences
The industry expects a transitional period as infrastructure catches up to new behaviors. AI may change how people navigate online services, including voice driven interactions and automated tasks.
Marketers who invest early in machine readable design, structured data and AI ready interfaces may gain an advantage as discovery shifts away from traditional search.
For now, brands face a messy middle where human interfaces and AI driven experiences coexist. The companies that adapt fastest could define how digital engagement works in the next phase of marketing.
