AI & Automation
How does AI change website development?
In two unrelated ways that get conflated. Putting AI into a site — assistants, qualification, personalisation — is a build decision with a narrow set of cases where it pays. Making a site legible to AI search is a visibility decision, and for most businesses it is the one that matters commercially.
AI on the site earns its place where volume is high, answers are already documented and being wrong is cheap to correct. A chatbot over out-of-date documentation will answer confidently from stale material, which damages trust faster than no answer.
AI search visibility is a different project. Generative engines retrieve from the open web, so whether you appear depends on crawler access, entity resolution and whether your content can be extracted as a passage. It overlaps heavily with technical SEO.
Nobody controls whether a model cites you, and retrieval is non-deterministic. What can be measured is answer share against a fixed question set, sampled repeatedly.
Commercial · Updated July 2026
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