Websites in the age of AI
AI

Websites in the age of AI

August 12, 2025

The web is changing fast. Cloudflare’s CEO Matthew Prince recently stated two striking facts:

  • 75% of searches are now "zero click," with generative AI answering directly in the result pages.
  • It takes 3x more content on your site to get a visit from Google Search than it did 10 years ago;

AI has already started to disrupt search. So what does this mean for websites?

A new generation of users now turns to AI for answers instead of browsing websites. To stay relevant in the GEO (Generative Engine Optimisation) era, website content must adapt to address AI search queries. There are three ways to get in front:

1. AI search is now the top of the funnel

The transition to AI search presents a key opportunity. Users reaching your site via AI searches are more qualified than before, having posed a query to AIs such as ChatGPT that you are ideally suited to address.

Action plan

  • Apply Google-recommended schemas, especially for FAQs and blog content, to boost AI query visibility.

  • Audit site content for semantic clarity, consistent taxonomy, and descriptive markup.

  • Use tools like Gumshoe, and Profound to evaluate and enhance AI search visibility.

2. Make your site conversational

Conversational AI is transforming search and engagement. Rather than navigating static pages or menus, users now interact with generative systems that customise responses to their specific context.

Action plan

  • Use a natural language search tool like Algolia AI for smarter search.

  • Notice queries that were unanswered by AI to find ideas for new features or content.

  • Track user journeys with analytics, spotting where they stop or succeed.

3. Turn one visit into multiple actions

Websites must shift from standalone pages to AI-powered systems that connect and deliver results across digital platforms. Using AI and user context, sites can help users achieve more in one visit, for example:

A hotel booking site helping a business traveler plan a conference trip, suggesting meeting rooms, catering, and local transport options through AI chats and partner recommendations.

To enable this, websites should prioritise action over content, with your brand’s voice guiding AI.

Action plan

  • Prepare data for AI with protocols like MCP for secure interactions.

  • Define your brand’s AI personality, ethical limits, and goals.

Conclusion

The zero-click world is here, but it’s not the end for your website. By optimising for AI search, adding conversational features, and better preparing data, you can reach users who are ready to engage. Zenith Studio builds AI-ready websites that work for businesses of all sizes. Want to get started? Book a free consultation today.