For nearly thirty years, brands had only one audience to win over: people.<\/p>\n\n
Websites were designed for human eyes, human clicks, and human behavior. Marketers have learned to optimize every page to grab attention, drive traffic, and convert visitors into customers. The driving force behind this economy had a name: Google. <\/p>\n\n
At VivaTech 2026, Linda Tong, CEO of Webflow, put forward a simple yet radical idea: this model is coming to an end.<\/p>\n\n
The web no longer has one audience. It now has two. <\/p>\n\n
The first is the user. The second consists of chatbots, artificial intelligence models, and robots that explore, interpret, and summarize content even before a user visits a website. <\/p>\n\n
This shift could prove to be just as significant as the transition from desktop to mobile in the early 2010s.<\/p>\n\n
The change is already evident in how people use these tools. More and more searches now begin on ChatGPT, Claude, Gemini, or Perplexity. Users no longer necessarily browse a list of links; instead, they ask a question and receive a concise answer. <\/p>\n\n
For brands, the impact is significant.<\/p>\n\n
It\u2019s no longer just about appearing in search results. It\u2019s becoming essential to be included in the response generated by artificial intelligence. <\/p>\n\n
For years, companies have learned to master organic search. They\u2019ve optimized their content to move up a few spots on Google. But in a world dominated by chatbots, the logic changes completely. <\/p>\n\n
As Linda Tong puts it:<\/p>\n\n
“There’s no second page anymore. Either you’re in the answer or you’re not.”<\/p>\n\n
This development is fundamentally changing the very concept of visibility.<\/p>\n\n
When a user asks which content management software is best, which hotel to choose in Kyoto, or which French jewelry house has the richest heritage, AI generally doesn\u2019t present ten options. It summarizes. It selects. It recommends. <\/p>\n\n
For the media, luxury houses, and heritage brands, this new reality presents both a risk and an opportunity.<\/p>\n\n
A risk, because an AI system with incomplete information can convey an incomplete or inaccurate view of a company. An opportunity, because studies show that nearly one in two users today discovers new brands through recommendations from conversational AIs. <\/p>\n\n
Traffic isn’t going away. It’s changing. <\/p>\n\n
According to the figures cited at the conference, visitors coming from AI platforms often have a stronger intent and a higher conversion rate than visitors coming from traditional search engine optimization. The volume decreases, but the quality increases. <\/p>\n\n
This transformation is leading to another, even more profound change: the end of the static website.<\/p>\n\n
Linda Tong compares today’s internet to the days when people used to print out their routes from MapQuest before hitting the road. It was a static experience, unable to adapt to the user. <\/p>\n\n
The future she describes is more like a modern navigation system: a living environment that reacts in real time to everyone’s behavior.<\/p>\n\n
A visitor discovering a brand for the first time does not have the same expectations as a prospect returning to a pricing page for the fifth time. An AI agent gathering information does not need the same content as a customer ready to make a purchase. <\/p>\n\n
Tomorrow, these three audiences will be able to visit the same website at the same time and have three completely different experiences.<\/p>\n\n
The website then ceases to be a showcase and becomes a system.<\/p>\n\n
A system capable of learning, adapting, and optimizing its own performance.<\/p>\n\n
This vision is based on a concept that Linda Tong calls the \u201cBrand OS\u201d: a kind of brand operating system that brings together a brand\u2019s identity, tone, history, content, data, and expertise.<\/p>\n\n
The idea is simple. If artificial intelligence systems become the new intermediaries between brands and their audiences, it becomes essential to provide them with a reliable framework for understanding and accurately representing the company. <\/p>\n\n
For luxury brands, this line of thinking opens up a significant strategic undertaking.<\/p>\n\n
For years, brands have been investing in their image, their campaigns, their brand ambassadors, and their events. In the future, they will also need to invest in their algorithmic representation. <\/p>\n\n
How does artificial intelligence describe Herm\u00e8s? How does it present Cartier? What sources does it use when discussing Chanel or Boucheron? <\/p>\n\n
These questions, which might have seemed theoretical just two years ago, are now taking center stage.<\/p>\n\n
The issue goes far beyond search engine optimization.<\/p>\n\n
It concerns brand reputation, desirability, and the transmission of brand heritage in an environment where responses are increasingly generated by machines.<\/p>\n\n
For a long time, the web was designed to be read.<\/p>\n\n
It is now beginning to be interpreted.<\/p>\n\n
And in this new attention economy, a brand\u2019s ability to be understood by artificial intelligence could become just as important as its ability to be understood by its customers.<\/p>\n","protected":false},"excerpt":{"rendered":"
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