Here’s where my head’s been lately:
In 10 years, most “websites” will look embarrassingly primitive — the way brochures feel today.
Not because design gets prettier.
Because the unit of value changes.
Right now, we publish pages and hope humans will:
•find them
•read them
•connect the dots
•take action
That’s a very 2005 workflow.
What’s coming is presentation as a living system, not a document.
A website won’t be a place you “browse.”
It’ll be an interface that:
•recognizes intent
•asks one sharp question
•generates the right view (investor, buyer, auditor, candidate, regulator…)
•proves claims with evidence
•adapts in real time
Same for pitch decks, RFPs, DD reports, industry analysis:
We’ll stop shipping static PDFs and start shipping interactive arguments.
Think of it like this:
A website today is a menu.
A website tomorrow is a chef.
The chef doesn’t hand you 12 pages of options.
They ask: “What are you hungry for?”
Then they serve exactly what matters, with the ingredients list if you’re skeptical.
Devil’s advocate: most people will misuse this.
They’ll generate endless “personalized” fluff and call it innovation.
The winners will do the opposite:
•fewer claims
•tighter proof
•clearer point of view
•faster path to decision
The real competitive advantage won’t be “content.”
It’ll be credible, queryable truth — packaged for both humans and machines.
Curious: if your website had to convince an AI buyer first (before a human ever sees it), what would you delete… and what would you prove?