Brand

For years, digital strategy was built around owning traffic and bringing users back to a company website. That logic may be weakening. As AI systems become better at summarizing, filtering, comparing, and presenting options directly to users, the key source of value may shift from website ownership to interface control. In other words, the winner may not always be the company with the best homepage, but the company, platform, or system that controls how customer intent is interpreted and how choices are presented. ...