Lately I’ve noticed that when I use Copilot to look something up, I often don’t bother clicking through to any website. The AI gives me the answer straight away, and that’s enough. More and more, websites feel like big storage sheds full of information that AI tools dig through and hand back to us in a neat little bundle.

I’ve since learned that about 60% of Google searches end with no click at all. People read what’s on the results page and stop there. With AI search becoming normal, that number is only going to rise.

This makes me wonder how a website should present itself today. A “look at me” style site seems less useful than it once was. What matters now is clear, simple information that an AI can understand and pass on. Fancy layouts don’t help much with that.

If anything, the cleaner and more direct the information is, the more likely it is that AI search tools will pick it up and rank it well. Taken to the extreme, you could argue that one well‑organised page might do the job better than a whole maze of pages.

I’m not sure how this plays out for online shops. It’s easy to imagine a future where the AI finds the product, compares prices, and even completes the purchase for us. Big sites like Amazon are probably blocking AI crawlers, but that might open the door for smaller shops that don’t. If their content is easy for AI to read, they might end up being the ones the search tools recommend.