For years, the web has asked us people to do all the work when looking for information on a website. Even if that website has a good functioning search – and let’s be real here, we’re often taken aback when they do – we then still need to navigate to it, type in our query and find the best answer.
At Pioneering Tomorrow in London, R/GA's executive creative director Rob Northam gave a keynote entitled “The Brand Reset: Cultivating Living Systems,” in which he argued that this architecture had always been flawed – and that AI is about to expose just how badly it serves both people and brands.
For marketers and agencies an interesting question arose, what happens to your brand when most people never visit your website again?
