Beyond the Browser: Why the Future of Websites Lies in Hyperpersonalised, Context-Aware AI Experiences

Recently, I skimmed through my cloud archive and discovered some old websites I did around 1998 to 2001. Hard-coded HTML for an NGO client and some personal exploration. The appeal: Personal business cards, an online brochure, some products to browse in an online catalogue. 

Let’s be honest: It hasn’t changed much until today. It’s more or less a one-size-fits-all experience where we take great efforts to capture what a visitor actually wants to display content that is (hopefully) of interest. All of this while huge amount of data is collected and shared across background networks, consent given. Yet, the War For Attention is still raging hard on people, with companies and services approaching us on multiple devices. 

People are tired of it. They want to be in control of what we see, read, or listen to, at their time, on their channel and device using their service of choice. People don’t want to be in the midst of tension between AI and LLM’s they’ve subscribed to, fragmented channels, and Extended Reality. 

This also means that the traditional website will undergo a fundamental transition sooner or later. 

Thesis 1: The Website will evolve into an interaction hub. 

AI-powered chatbots are the first foray into the fields of personalisation, often utilised for offering bespoke customer support, up to the point where content is created on the fly. Agentic AI might very well transform the website as a whole. Based on the context provided, not only content, but also the structure and navigation transforms based on your ask. All within your phone’s browser – or within the brick-and-mortar store of trust as reflect choices in your XR glasses using your voice as your pointer. 

Thesis 2: Websites are integrated in fragmented channels and immersive experiences. 

Fragmentation will drive channel-agnostic user experiences and content. As we access more devices throughout the day, the consequence is that content and stylesheets will be way more fluid in the future, ready to be displayed anywhere. This means that websites will also serve as centralised gateways for API and XR ready to support AR / VR / Metaverse experiences. More devices like smartphones, wearables and XR glasses will further shift interface design towards interactions using speech and gestures that break the traditional page layout. 

Thesis 3: AI and LLM’s revolutionise acquisition, consideration and support. 

With the rise of AI-powered research platforms like Perplexity and Google shifting search results towards AI-generated summaries, we already observe that websites see less visits. For brands, this is hard to measure: How can one be sure if unique information from the own webpage is used in a LLM output when, say, a link in Perplexity is not clicked? 

This implies fundamental changes to how we approach content on websites, as visibility within a LLM output depends on quality, brand strength and clear semantics. Brands have to provide content on their websites that are AI-friendly and easy to reference. This also comes with an unique opportunity: Website visits coming from a LLM implies higher chances for conversion.

Thesis 4: Websites will serve as an anchor for brand control, data, and privacy. 

In whatever form interactions between brands and customers happen – via phones, smart glasses, or speech – the website will serve as a primary gateway to own services or products, driven by trust and authority.5 This is especially important when considering the growing number of counterfeit products distributed by inofficial third-party websites – when in doubt, customers will prefer the direct channel towards a brand. 

Brands will have to rethink their approach to the web 

Business models nowadays will have to evolve constantly. With the capabilities of AI expanding literally by the minute, organisations have to adapt accordingly in order to provide the best experience possible to their customers. As such, maintaining a business model that aligns the own product, service or value proposition with technology, touchpoints, devices, content and AI is table stakes. 

When thinking beyond the browser, organisations need to be aware that the next generation of websites really is not about code – it is about strategy and value to customers. Companies, agencies and consultants who augment their business with AI and think of their websites as orchestrated ecosystems won’t talk about visibility in 2030 – they will talk about the impact they make.  

Driving evolution 

As such, any evolution starts small, on prototype or MVP level. It usually starts with remapping the value chain and reimagining value with an organisation. Take a look on how we at Ogilvy Consulting & Ogilvy Germany support companies who want to accelerate value with AI: https://www.ogilvy.com/de/ideas/die-zukunft-des-b2b-marketings-ki-als-katalysator-fuer-eine-neue-wertschoepfung

Technology is not a transformation driver itself – the real transformation happens when brands are enabled to orchestrate unique experiences that puts their customers with their devices in the centre. It may be the browser. In the near future, it may not. Perhaps websites were never just code — they were mirrors of how we connect. From static pages to context-aware ecosystems, they have always reflected our desire to be seen, understood, and remembered. 

The next chapter of the web will not be built — it will emerge, wherever intelligence meets intention.

Let’s evolve.