The future of AI in Website Implementation
How website-based agentic AI will set your brand and organization for the future
The uncertainty surrounding the visibility and traffic related to websites has caused a lot of confusion for business owners, who are wondering where their online presence will land in the AI-driven future. To clarify some of this, we have prepared the most likely scenarios, how the use of the website may change and evolve, and how to preserve your brand voice and elevate your presence in AI environments.
Will the website become just a data layer?
The answer is yes and no. This alludes to the fact that tools like AI Overview or searches performed in ChatGPT or Gemini less often result in a click-through to the website. The information on your website is already, and will continue to be, used as data for answer-based searches. We still work on making our content highly unique and desirable in order to encourage visits to our sites so a user can complete the article. The use of your content in answers elevates your website in terms of authority, quality, and reputation, so there is still a lot of value in your information being shown as an answer, even if it does not result in a click.
For brand-related searches, clicks are still present, but as AI search becomes more prominent and users become more comfortable trusting AI agents, that may also shift to more tasks being done without the need to visit your site.
Without a doubt, your website still plays an extremely important role, and now more than ever, the quality and the amount of content bring a lot of value to its exposure and placement in AI-driven searches.
Online stores and ecommerce will be leaning heavily into structuring their data into seamless feed delivery for the agentic commerce that will be here very soon. You’ll be able to browse, add to cart, and check out an item without ever visiting the original website. Read our articles about seamless agentic commerce integration in WooCommerce.
What about our current website?
We believe that web visitors will become more valuable and considered “premium” in this new digital layer. This will make website design focus on delivering memorable and immersive experiences, but beyond that, concierge-like treatment. How do we accomplish this? We are already there.
Lion Tree Group offers agentic AI development for websites, where we leverage ChatGPT or Claude LLMs and train them to become your website assistants that understand your brand, products, and services better than anyone else – even your most experienced customer specialists. They can be funny, witty, or professional – whichever way you want your brand to feel when a user gets to the website. They are not chatbots; they are conversationalists that can deliver answers without the need for a user to navigate pages of the website, performing more complex tasks like resetting passwords, checking order status, or, for commercial clients, delivering sell sheets, specification documentation, and more.
Today, implementing AI into your website is the first and most important step. The three options are:
Simple Agent: Added as a concierge service that helps users converse in the way your company representative would. These trained agents are highly knowledgeable and skilled in internal company data, familiar with your knowledge base, and know the entire content of your website.
Qualified Support Agent: Via MCP (Model Context Protocol), the agent connects to your CRM and helps with client data lookup, simple tasks and problem-solving, appointment scheduling, form fills and more.
End-to-End Agentic AI: The agent performs all of the above tasks, sends emails, performs updates, creates track records, and pushes data into multiple platforms to automate tasks and improve organizational performance.
How agent-to-agent protocols may reinvent the way we browse the web
There is a possibility that search will completely become a zero-click environment. In this case, how will brands preserve their autonomy, voice, and uniqueness?
This suggests that a query made in ChatGPT will result in a scan of your website, with AI making an opinion about you based on the content, completely losing the feel and importance of what your brand represents.
We believe that’s where custom-trained agents, which are embedded representatives of your company, will step in (as mentioned above), and the A2A (agent-to-agent) protocol will allow agents to communicate with each other. The agent from your own website will be embedded into platforms like ChatGPT, answering questions and representing your brand in a way that you control. This will be a seamless experience for the end user.
The A2A open-source protocol has already been introduced by Google and currently has about 150 members representing large organizations utilizing the solution. Large companies can now share data between agents using this technology. We believe this application will become much more common, with websites allowing search agents to communicate with their own web-based agents.
Where do you start today?
Integrating a website agent today will set you up for success in the future, as you will be a step ahead of your competitors with a highly trained and fully capable agent that can elevate your organization and eventually seamlessly integrate with major AI platforms through an agent-to-agent protocol. Contact Lion Tree Group today to learn more.
