For years, we've thought of websites as the front door to a business.
I don't think that's true anymore.
Increasingly, AI forms an opinion about your company before someone ever lands on your homepage.
A prospective client asks ChatGPT who the best executive coach is.
An investor asks Claude to compare two companies.
A buyer asks Perplexity which agency to hire.
The website hasn't disappeared.
Its role has changed.
It has become the source material AI reads before making a recommendation.
That means your website isn't simply a marketing asset anymore.
It's your digital record.
And digital records have a way of becoming reality.
The businesses that win over the next decade won't necessarily have the prettiest websites.
They'll have the clearest ones.
Not because humans demand it.
Because AI does.
If AI described your company tomorrow, would it sound like your CEO—or like a website you wrote three years ago?
Originally published in The Selection Economy™ newsletter.