AI has made your website more important to your digital strategy than ever before, and we’ve got the data to prove it.
WordPress VIP’s Future of the Web report surveyed thousands of consumers about how they view AI and use it to find information.
Among the biggest stats: 86% of people click through what they read in AI-powered search summaries.
That means every visit you get from AI represents a one-question test from consumers: Can we trust what we’ve just learned?
If your website convinces them the answer is “Yes,” you’ve won an opportunity to build a relationship that drives conversions, revenue, and long-term loyalty.
Here’s how to build upon our research:
1. Make a better business case for website modernization
The Future of the Web report showed just 17% of enterprise professionals are prioritizing their website. Yet it’s the strongest owned channel you have.
If getting investment for your site seems like a tall order, we’ve created a guide to help calculate ROI, treat content as intellectual property and turn your site into an invaluable digital experience.
2. Get your senior leaders aligned on the website’s role
Your website isn’t just important for your target audience. Leaders across your sales, marketing, IT and even finance teams rely on it too.
They may understand AI has changed how your content gets discovered. You’ll still have to manage all their varied expectations while enhancing your site for improved visibility and click-throughs.
Use this post to get inside the heads of chief strategy officers, CFOs, CTOs, and GTM team leaders as you prepare to pitch your strategy.
3. Turn your website into a trust validation layer
It’s a two-pronged challenge: making your site readable by machines but still appealing to human beings who follow up on AI recommendations.
Nearly 75% of consumers told us the web already feels less human than it did 10 years ago. They’re skeptical of AI content and most don’t see any brands using it well.
Once you recognize the trust signals people need, you can pair them with back-end content infrastructure that supports AI discoverability.
We asked, you answered
In our last issue we explored AI’s risks vs. its rewards, and wondered where you’re using it in your content workflow. Here’s what you told us:
63% are using AI for both content drafting/ideation and editing/optimization.
Other responses:
- Editing / optimization: 21%
- Drafting or ideation: 11%
- Not using AI yet: 5%
To get the full value of AI, prove what’s working and what’s not by using one of the tools featured in this content intelligence guide.