The internet is awash with hot takes about AI and websites. Content creators, developers, and everyone in between are scrambling to make sense of what’s happening. But here’s the uncomfortable truth: nobody has a firm grasp on how AI is reshaping the web landscape.
Let me cut through the noise and share what actually matters for your brand.
Everyone wants to know the same thing: “If Google sends traffic to my website, how can I get ChatGPT, Claude, Perplexity, or other AI platforms to do the same?”
This question became even more urgent this week when Walmart announced its partnership with OpenAI (October 14, 2025), enabling shoppers to purchase Walmart products directly through ChatGPT without ever visiting walmart.com.
This sparked immediate debate: Will brands even need websites in two years? Some are calling it a massive game-changer; others remain skeptical. Videos and hot takes flooded social media within hours.
But these discussions miss the fundamental reality.
Here’s what you need to understand: AI cannot generate content from nothing. This isn’t a limitation—it’s the fundamental nature of how these systems work.
AI is an amplification tool, not a creation tool. It excels at:
Consider the ongoing debates about “AI slop”—content that feels derivative because it resembles existing work. This proves the point: AI models require source material to function.
The Walmart-OpenAI deal proves my point rather than undermining it. Walmart didn’t eliminate their website; they paid for privileged access to feed their data directly into OpenAI’s training. This is a pay-to-play arrangement between giants, with money changing hands for that direct pipeline.
For the rest of us who aren’t negotiating backend deals with OpenAI, websites remain essential. When users query AI platforms for recommendations, these systems search the web and evaluate what they find.
Your website is what Perplexity, ChatGPT, Claude, and other platforms discover. They assess your site based on:
Sound familiar? It should. This mirrors how Google has always operated—rewarding clear, authoritative, well-structured websites that satisfy user intent.
The industry can’t even agree on terminology. What do we call the practice of optimizing websites for AI discovery?
We know SEO (Search Engine Optimization). But for AI? The proposals are disappointingly unimaginative:
This represents a fundamental misunderstanding. AI platforms aren’t engines—they’re models and platforms. Calling them engines is like seeing everything as a nail because you only have a hammer.
The truth? Nobody knows what to call this practice yet. If you’re struggling to find resources for “AI optimization,” you’re not alone. The industry hasn’t even settled on basic terminology.
At shepx, we use AIO (AI Optimization)—simple and accurate, though even this faces competition from other interpretations.
With search engines and AI models competing for your content, one factor rises above all others: clarity.
The clearer your brand communication, the better you’ll perform across:
Clarity has become the universal success factor—spanning HR, talent acquisition, investor relations, and operations.
If you’re planning website updates for 2026, focus relentlessly on clarity. Consider leveraging frameworks like Vibe, Tribe & Why™ through:
The path forward isn’t about gaming algorithms or chasing acronyms. It’s about making your brand’s value crystal clear to humans and machines alike.
Nobody has a definitive playbook for AI and websites yet. But we can identify the wayfinding signs:
The brands that thrive won’t be those chasing every AI trend. They’ll be the ones that make their value so clear that any system—human or artificial—can’t help but recognize and recommend them.
This article reflects the current state of AI and web presence as of October 2025. The landscape continues to evolve rapidly.
