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In a recent survey by Adobe, 39% of respondents said that they had used generative AI for online shopping, and 53% planned to do so. That’s a major signal that AI is changing how people discover businesses. Platforms like ChatGPT, Perplexity, Gemini, and Google’s AI Overviews or AI Mode are giving instant answers, often without sending users to a website.
But even if AI can explain what a business does or offers, it can’t show who they are. And when it comes time to make a choice, it’s your branding that will influence someone’s final decision.
For every business, a well-crafted brand and beautifully designed website can be the difference between a generic landing page that gets forgotten and a trustworthy and humanizing online presence that connects.
Strong brand and design are the new gold standard
Because of the way AI content generators work, unedited AI images or copy are ultimately an average of many pieces of work, or something that recreates the patterns of an original piece. And as more AI-generated content gets published, we’re all encountering more and more generic content online.
That flattening of content is why an original, human-led brand and design matter now more than ever. A clear point of view, a strong visual identity, and an authentic presence is what will separate you from the pack in an AI-saturated space. When the other options are average or generic, unique and interesting will stand out and get remembered.
Your website is your brand’s foundation
A website is one of the most valuable spaces for establishing your brand and communicating it to others. Top SEO voices and entrepreneurs we’ve surveyed agree: Websites are at the heart of how people evaluate a brand or product.
Especially when personal services are involved, we naturally go looking for signals of trust and professionalism. Even if AI search changes the discovery journey, it can’t replace the work your website does to send those signals. Trust is built visually, and can be won or lost in seconds. A beautiful, modern website tells a story, reassures visitors, sets positive expectations, and humanizes your brand.
Plus, many online spaces come with opaque algorithms and content limits that impact what information about you gets seen and when. Your website is a rare platform where you get to control your brand narrative and what you present to your audience.
“The challenge now is to build a high-quality online presence that wins people over and also makes you more visible in AI searches. ”
People click through before making decisions
AI can surface a business for us, but humans still make the final choice. Think of the way you might browse online for someone to remodel a kitchen, care for your well-being, or provide their expertise. You’d use a directory or search to help you summarize your options, but you’ll probably browse websites to learn more and verify, compare, or explore your choices.
Once we’re on a website, we’re all looking at the layout, reviews or testimonials, FAQs, and About page to figure out if a brand or business is trustworthy or worth spending our money on. For example, a nutrition coach might use minimalist visuals to convey focus and transparency, while a tattoo artist’s site could lean into a moodier, expressive design. Both might include reviews from past clients and content about their respective areas of expertise.
We want to see who’s behind a service and get a sense of credibility and care behind a brand, especially for more personal or resource-intensive work. Design supports that journey; it’s what makes a business feel real and reliable.
AI and design can work together
AI isn’t replacing websites and brands, it’s raising the bar for them. The challenge now is to build a high-quality online presence that wins people over and also makes you more visible in AI searches.
To show up in AI-powered searches, websites need to be helpful and well-structured. Like in SEO, websites that display expertise, experience, authority, and trustworthiness (EEAT) in their niche are often more likely to appear in AI responses and search results, which places the responsibility on brands to put their best foot forward.
Take a look at your own brand and consider:
Do you have a consistent brand personality and visual identity that matches it?
Does your website design match that brand identity?
Is your website easy to navigate and clear about what you do?
Do you show your experience and expertise across your website, review sites, and social media?
On a platform like Squarespace, you have access to AI-powered design tools, trained by internal experts to ensure you get beautiful layouts and clear, relevant copy. And we’re always working on functionality to help you show up in searches, like our AI SEO tool and ongoing research into AIO. All you have to bring to the table is your unique vision.
In the AI search era, your website is an opportunity to show your personality, values, and professionalism. A site that’s beautiful, current, and authentic isn’t just nice to have, it’s how modern businesses will invite new customers to trust them amid overwhelming options.