Since ChatGPT popularized conversational search, shoppers increasingly ask for answers instead of searching for links. That has sparked a loud question across boardrooms and marketing teams alike: If AI delivers the answer, do websites and SEO still matter?
Across industries, the consensus from operators, SEOs, founders, and growth leaders is clear: this isn’t the end; it’s an evolution. Websites remain the source of truth and conversion engine.
SEO isn’t dying; it’s maturing into something broader – AI visibility (AEO/GEO): structured data, entity clarity, brand authority, and human storytelling that machines can parse and people can trust.
Below is a curated series of expert perspectives presented and organized to flow from discovery → conversion → trust → the new playbooks for GEO/AEO.
The New Discovery Layer: Conversational Search
“From my experience scaling SaaS and e-commerce platforms, generative AI isn’t killing websites – it’s reshaping how customers find and trust them. I’ve seen shoppers skip Google altogether, asking ChatGPT directly for product recommendations, which means structured data and brand differentiation matter more than ever. We’ve started fine-tuning product copy and metadata to be easily parsed by AI engines. My advice: treat ChatGPT as a new type of search layer – optimize for clarity, context, and authenticity if you want your brand to stay visible.”
– Cyrus Partow, CEO, ShipTheDeal
“As someone who’s helped scale millions of SEO services, I can say SEO isn’t dying – it’s maturing. AI-driven search models like ChatGPT change how users discover products, but they still pull from credible brand websites. I’ve seen great returns when clients optimize for AI source recognition through structured data and clear topical authority. The opportunity now is to help brands adapt their SEO efforts to meet both search engine and AI assistant expectations.”
– Joe Davies, CEO, FATJOE
“As someone who’s led multilingual marketing campaigns across Asia and Europe, I’ve seen how Generative AI is reshaping e-commerce – just not replacing it. Websites and SEO aren’t disappearing; they’re evolving to include AI visibility strategies. My old boss swore by multilingual keyword mapping, and now, we’re adapting that same method for conversational AI prompts. The future of SEO lies in writing content both search engines and AI models can understand – so your brand stays discoverable no matter where the query starts.”
– Yoan Amselem, Managing Director, German Cultural Association of Hong Kong
Conversational Commerce & Changing Shopping Journeys
“ChatGPT (aka Generative AI) is transforming e-commerce and threatening traditional websites and SEO tactics. Conversational commerce is on the rise, and an increasing number of enterprises are leveraging ChatGPT-powered chatbots in customer engagement. These chatbots are capable of processing natural language-based questions and responding as required, which is great while shopping online. If shoppers get used to using chatbots as a primary purchasing method, they may no longer visit websites in the traditional manner – to the detriment of SEO. This underscores the importance of businesses evolving with ChatGPT and integrating it into their e-commerce strategies to remain competitive in today’s marketplace.”
– Jonathan Carcone, Principal, 4 Brothers Buy Houses
“ChatGPT and generative AI are not ending e-commerce or SEO. They are transforming how online stores operate, making content creation, personalization, and customer engagement faster and smarter. The real change is in the role of marketers. As a digital marketer, I see the real opportunity in guiding AI to reflect brand values, understand customer behavior, and craft meaningful shopping experiences. Websites and SEO will evolve into adaptive, hyper-personalized platforms. Success will go to those who combine AI efficiency with human creativity and empathy, turning technology into a tool for smarter growth and deeper connections with customers.”
– Aastha Mahawar, COO, Skill Bud Technologies Pvt. Ltd.
“ChatGPT and generative AI are changing e-commerce and may disrupt even websites and SEO. Its human-like responses, while somewhat effective in real-time, offer a distinctive opportunity to have customer conversations with virtual assistants as opposed to site navigation and product descriptions. That creates less friction for shopping and could reduce its reliance on traditional website design or SEO to draw traffic. As ChatGPT advances, e-commerce will be massively disrupted – websites and search engine optimization thrown out the window.”
– Keith Sant, Founder & CEO, Kind House Buyers
“From what I’ve seen at Prezlab, generative AI is transforming e-commerce by blending automation with personalization, rather than replacing it. We integrated AI to automate routine workflows, like customer queries and product recommendations, which freed our team to focus on brand storytelling. I’ll put it this way: AI made operational efficiency the norm, but differentiation still drives loyalty. The real opportunity lies in using AI to scale what makes your brand human – not to erase it.”
– Ibrahim Alnabelsi, VP – New Ventures, Prezlab
“ChatGPT is changing the game for e-commerce by enabling human-like Q&A and natural conversation. And through its more targeted, double-opt-in encounters, it is changing the way companies are reaching their clients online. It could drive less dependence on existing websites and SEO tactics, creating a whole new paradigm for shopping and buying. With more and more companies integrating ChatGPT into their CMS/chat platforms, the advent of conversational commerce could cause a change in prevailing industry thinking – moving away from traditional website design and SEO practices.”
– Amanda New, Founder, Cash For Houses Girl
“Generative AI, such as ChatGPT, is revolutionizing e-commerce. Its far-more-sophisticated natural-language processing lets businesses speak cooperatively with customers. This is a transition away from the world of websites and SEO to conversational commerce. The main benefit is that ChatGPT can comprehend and answer customer questions directly, supplementing the shopping experience for consumers and cutting out the analytics process when inquiring customers are bounced between multiple pages.”
– Geremy Yamamoto, Founder, Eazy House Sale
SEO Isn’t Dead – It’s Evolving (AEO/GEO Era)
“As someone deeply involved in AI search strategy, I’d say generative AI isn’t ending websites or SEO – it’s transforming how they operate. AI search now rewards content designed for both humans and language models. For example, one client revamped their product pages using AI SEO frameworks, and their visibility in AI-generated results skyrocketed. My advice: build content that clarifies your unique value through structured data and natural language – it’s how you stay discoverable as AI shapes online discovery.”
– Will Melton, CEO, Xponent21
“In my work building Search Party, I’ve seen firsthand how generative AI is rewiring the way people discover products online. The real shift isn’t the death of websites or SEO, but a transformation of how discovery happens – more about trusted AI interfaces than search results pages. Today, brands that share structured data with AI systems and craft humanized product storytelling stand out faster than those chasing keyword rankings. I tell marketers this: your visibility now depends on how well AI understands and can confidently present your brand’s data to users.”
– Brandon Brown, CEO, Search Party
“Generative AI is transforming e-commerce, but it’s not killing websites or SEO. My playbook for adapting usually starts with enhancing site architecture, making it friendlier for AI interpreters and dynamic search. AI tools may summarize content, but they still rely on credible sources – meaning your site remains vital. Think of it as SEO evolving into ‘AI optimization,’ where clarity, authority, and technical quality matter more than ever.”
– Alvin Poh, Chairman, CLDY.com Pte Ltd
“Generative AI isn’t killing SEO; it’s evolving it. What I’ve seen at Backlinker AI is that businesses focusing on AI-optimized, story-driven content tend to thrive in both search rankings and brand visibility. One client’s organic traffic jumped 55% after we applied AI-driven product description updates. I’d suggest founders view AI as a co-creator – use it to scale content precision, not replace the fundamentals of trust and relevance.”
– Bennett Heyn, Founder, Backlinker AI
“Generative AI will transform e-commerce, though not websites or SEO. It will accelerate research, product copy, and data analyzing, but a site will continue to be the primary source of trust and conversion. Optimized structure, metadata and authority signals continue to play a key role in ranking results at search engines. In the absence of these, even the finest AI-generated content will not remain visible.
Speed and efficiency is what changes. AI is able to reduce the duration of testing by half and forecast customer intent with almost perfect accuracy. Nonetheless, it does not have the discretion to match the messaging with brand voice or buyer psychology. The actual advancement is that AI will process data-oriented activities and human beings will perfect strategy, design, and narrations to develop a long-term presence and devotion.”
– Richie David, President, Totally Home Furniture
“AI is changing how we attract customers online, but I don’t believe it’s making websites or SEO obsolete. I’ve noticed technical founders get better traction when they merge AI-generated insights with authentic storytelling on their product pages. One founder I coached integrated AI recommendations into their sales messaging, leading to more targeted inbound leads within weeks. My takeaway: use AI to shape smarter search strategies, not sidestep the human connections that drive e-commerce success.”
– Daniel Hebert, Founder, yourLumira by SalesMVP Lab Inc
“In health tech, I’ve watched ChatGPT-driven personalization open new frontiers for e-commerce, especially around preventive wellness. For example, one of our pilot users discovered supplement recommendations tailored from biomarker data – a bridge between AI advice and purchase intent. Yet, those same users still search traditionally before buying, which proves SEO’s staying power. The key now is balancing visibility across both AI chat recommendations and search engines to meet customers where they decide.”
– Max Marchione, Co-Founder, Superpower
“From what I’ve observed across digital industries, generative AI is reshaping e-commerce by making experiences more conversational and immediate. Instead of browsing endless product pages, users now expect tools like ChatGPT to summarize and recommend for them. That shift doesn’t eliminate websites – it redefines their role as data and transaction hubs behind AI interfaces. For marketing teams, the next big opportunity lies in ensuring that their content and product details are structured well enough for AI to accurately surface and promote them.”
– Andrew Dunn, Vice President of Marketing, Zentro Internet
“As someone working closely with CRM data and growth marketing, I don’t think AI is ending websites or SEO – it’s just reshaping them. Between you and me, the real shift is how customers interact with content, not whether the content exists. I’ve seen brands use AI chatbots that turn browsing into personal conversations, almost like having a virtual sales assistant on standby. At Lusha, we’ve tested how CRM-driven recommendations can lift conversions compared to static product lists, and the results have been eye-opening. My advice: don’t abandon your site or SEO; instead, let AI supercharge personalization so users feel like the experience was built just for them.”
– Yarden Morgan, Director of Growth, Lusha
“AI isn’t ending websites or SEO – it’s reshaping them. I’ve rolled out several AI-driven commerce experiments at PlayAbly, and what I’ve learned is that discovery still happens on branded domains, but now AI curates the path. Retailers need to ensure their content is structured and recognizable to AI crawlers, not just Google’s bots. So rather than abandoning sites, brands should treat them as data hubs that feed both humans and machines accurate, engaging information.”
– John Cheng, CEO, PlayAbly.AI
“Working in digital marketing, I’ve watched AI transform how we approach SEO, but I wouldn’t say it’s ending it. Issue discovery can be a mess, but AI tools help me uncover real user intent faster than traditional keyword audits. For example, when we applied generative AI at Plasthetix, content creation went from days to hours, yet the SEO fundamentals – relevance, trust, user experience – remained key. Many forget that search engines themselves are evolving alongside AI, learning to value depth over quantity. My take: stay agile – adapt your strategies to work with AI, not against it, and your SEO will stay as relevant as ever.”
– Josiah Lipsmeyer, Founder, Plasthetix Plastic Surgery Marketing
“As someone who’s been in SEO for over 15 years, I don’t think generative AI is ending websites or SEO – it’s just changing the playing field. I’ll put it this way: optimizing for AI answer engines like ChatGPT turned what used to be link-building marathons into data-structuring sprints for our clients. Instead of just keywords, I’m now focusing on schema, brand authority, and direct data integrations that feed AI responses. The smartest move for businesses today is to make your content machine-readable while keeping your brand’s personality unmistakably human.”
– Justin Herring, Founder and CEO, YEAH! Local
“I don’t think Generative AI or ChatGPT is putting an end to websites or SEO – but it’s definitely reshaping how we think about them. I’ve watched this shift up close, both in my own business and through clients across ecommerce and digital marketing. What’s happening isn’t destruction; it’s evolution.
A few years ago, a typical ecommerce growth strategy relied heavily on traditional SEO – keyword optimization, backlinks, content calendars. It worked because users searched, browsed, and clicked their way through the funnel. But with AI-driven conversational tools like ChatGPT entering the mix, the way people discover and decide is changing. Shoppers no longer want to sift through ten tabs of product pages; they want quick, context-rich answers – almost like having a personal shopping assistant.
I first noticed this change when a client in the lifestyle retail space started seeing declining organic traffic, even though their SEO metrics looked strong. Instead of doubling down on keywords, we pivoted toward AI-ready content – conversational, experience-driven, and structured in a way that large language models could easily interpret. We built content that answered questions rather than simply ranking for them. Within months, their visibility in AI-powered search summaries and recommendation engines improved, and their conversions followed.
That experience reinforced something I’ve believed for a long time: SEO has never been about gaming algorithms – it’s about communicating value clearly. Generative AI doesn’t eliminate that need; it amplifies it. The brands that will win in this new landscape aren’t the ones trying to outsmart AI – they’re the ones teaching it how to understand them.
As for websites, I see them becoming less about static information and more about dynamic experiences – interactive, personalized, and context-aware. We’re moving from ‘come visit my site’ to ‘let’s meet where you are’ – whether that’s inside a chat interface, a social feed, or an AI-driven recommendation engine.
So no, this isn’t the end of websites or SEO. It’s the beginning of a more human, intent-driven internet – one where connection and context matter more than clicks. And for anyone in ecommerce, that’s not something to fear. It’s an opportunity to evolve faster than ever before.”
– Max Shak, Founder/CEO, nerDigital
“Generative AI is challenging the rules of how e-commerce works. Not in just one way! Among the visionary e-commerce companies are those that understand that AI-powered search experiences demand intelligent solutions and significant digital presence.
It’s tools such as ChatGPT that are changing the way we shop by serving chatbots, making (conversation) with you on product recommendations where you don’t have to cross-check on multiple sites. E-commerce sites can no longer hang search results as artificial intelligence will supply product responses without having to guide users toward specific sites. Still AI requires product data from e-commerce sites, and quality product information is critical.
SEO is changing to accommodate AI citations and references. AI needs to trust and recommend this from E-tailers, but for that they need to read detailed descriptions, specifications, honest reviews with relevant schema markups of the product. Websites are still relevant for transacting and research, but the process of acquiring products has changed as AI tools bridge the gap between discovery and purchase.
When it comes to the rest of product and customer experiences, those businesses that risk providing poor quality pages because they have no half decent ‘product descriptions’ are going to struggle – as will businesses not prepared to invest in more complete search solutions – AI doesn’t want minimal content answers or mobile CX but credible better search results and recommendations. E-commerce and SEO isn’t going to die, but it is changing to adapt itself better with the needs of consumers and AI powered services.”
– Matt Bowman, Founder, Thrive Local
“Working with Shopify merchants through Tevello, I’ve seen AI make digital product creation almost effortless – auto-generating course descriptions or landing pages that convert. But even the smartest tools mean little if no one finds you. We were skeptical until a small client used AI content plus classic SEO and doubled course signups in weeks. Generative AI is an amplifier, not a replacement; strategy still wins traffic, not automation alone.”
– Or Moshe, Founder and Developer, Tevello
“Generative AI isn’t killing websites – it’s evolving them into living, creative spaces. At Magic Hour, we’ve seen firsthand how customers love co-creating product visuals that feel truly theirs. Between you and me, that interactive process can turn a hesitant visitor into an invested buyer faster than any conventional product page. Imagine designing your own sneaker or home decor in real time – that’s what keeps engagement authentic. The future of e-commerce is less about keywords and more about creativity – AI simply gives users a seat at the design table.”
– Runbo Li, CEO, Magic Hour
“Answer Engine Optimization” (AEO) / “Generative Engine Optimization” (GEO)
“As someone who has spent years in SEO strategy, I see generative AI not as the end of websites, but as the start of how we rethink visibility. The real headache with traditional SEO is its dependence on keywords and backlinks, which feel increasingly outdated as AI-generated answers dominate search results. Tools like ChatGPT thrive on clean, structured data, meaning brands must now optimize product attributes and APIs rather than just blog content. My advice is to view this shift as ‘Answer Engine Optimization’ – a practice focused on training AI to know, trust, and recommend your business directly.”
– David Cornado, Partner, French Teachers Association of Hong Kong
“That feels a little bit too simplistic of a reading for me. It’s true that generative AI, as well as Google’s decisions about search for the past few years, have made SEO much less important and effective, but I have a hard time seeing it disappear entirely, at least until the AI bubble pops and we see what parts actually stick around. Websites are also more important than ever as a way of building online presence.”
– Jonathan Palley, CEO, QR Codes Unlimited
“I don’t think AI is putting an end to websites or SEO – it’s just changing the way we use them. When I shop online, I still want that sense of trust that only a well-built website can give. A chatbot might recommend a product, but I’ll still click through to see the story behind the brand, the photos, and how others experienced it. That’s where a website still matters – it’s the digital version of walking into a store and feeling the atmosphere.
What’s really happening is that AI is reshaping how people find and experience products. Search is becoming more conversational, and SEO is moving toward understanding intent rather than just keywords. I see AI as a guide, not a replacement. It’s helping brands connect with people more naturally, but at the end of the day, we still crave something real – a place to explore, to click, to trust.”
– Bernhard Schaus, Online Marketer, Beyond Chutney
“Ask me whether ChatGPT is killing websites and SEO – I’ll tell you that’s not the threat. The threat is lazy websites, shallow content, and forgettable SEO. Generative AI isn’t replacing the web – it’s redefining how people discover, interact, and trust it.
First, let’s talk about discovery. ChatGPT Shopping is now live – users can ask ‘best running shoes under $150,’ and the model returns product suggestions with buy links. Suddenly, product discovery is shifting from Google SERPs to AI-assisted conversations.E-commerce brands are scrambling to optimize structured data, metadata, and content so their products show up in those AI answers. What this means is SEO morphs into AI-readable signals more than user-visible pages.
But websites still matter – especially for trust, brand depth, and conversion. Even in an AI-first world, people want to dig deeper than an answer box: they click through, read pages, evaluate design, trust seals, get context. A study of 25,000 queries showed that pages ranking #1 has ~25% chance of being cited by AI models. SEO still feeds AI outputs.
Now, SEO’s role is evolving. Keyword stuffing or generic content won’t cut it anymore. Moz research warns that AI overview features can cannibalize click-throughs, reducing site traffic by 18–64% on content that’s informational but not highly differential.That forces content creators to aim higher: original research, primary data, deep storytelling, unique visuals – things AI can’t instantly replicate.
Enter the concept of Generative Engine Optimization (GEO): optimizing so that AI models cite you, not just users click you. GEO means focusing on structured data, citations, trustworthy sources, semantic richness, and machine-scorable clarity.It’s the hybrid path: SEO + GEO.
Let me give one example: a mid-tier D2C skincare brand I advised lost ~70% of organic traffic after a major Google content update. But once they published unique lab-report summaries, layered human reviews, and structured Q&A blocks tuned for GPT ingestion, their conversion rates tripled within 60 days – even while traffic was down. It wasn’t magic – it was relevance + substance + AI alignment.
So: is ChatGPT ending websites & SEO? No. It’s ending complacent ones. The future belongs to sites built for AI readers and human trust. If you can master both, you don’t get replaced – you get elevated.”
– Noah Fernwill, Writer, Plant Care Diary
“I don’t think AI is putting an end to websites or SEO but it’s just putting an end to bad ones. What’s really changing is that users expect faster, smarter, and more personal experiences. If your website or content feels like it could’ve been written by anyone, or exists only to chase keywords, AI will expose that instantly.
Instead of replacing SEO, AI is forcing it to mature. Search engines (and now generative tools) rely more on NLP (natural language processing) which means they understand context and intent better than ever. That’s why we’re putting more focus on creating content that goes beyond surface-level answers. We’re including expert insights, using real examples, and making sure every page has something unique to say that you can’t find anywhere else on the site or on your competitors’ sites.
So no, AI isn’t the death of websites or SEO. It’s just raising the bar for what ‘good’ looks like. The sites that blend human expertise, authentic storytelling, and strong SEO fundamentals, backed by an understanding of how NLP interprets meaning, I think will come out stronger than ever.”
– Lisa Frank, Marketing Specialist, AM Industrial Group
“Generative AI, including tools like ChatGPT, is absolutely reshaping e-commerce – but it’s not the end of websites or SEO. Instead, it’s forcing a shift from keyword-driven discovery to intent-driven conversations.
Traditionally, SEO has been about optimizing for Google’s algorithms: keywords, backlinks, and technical structure. With AI answer engines, the focus is moving toward answer engine optimization (AEO) – creating content that AI can easily parse, summarize, and present as authoritative. For e-commerce, this means product descriptions, FAQs, and reviews must be structured in ways that AI can confidently surface in conversational results.
Rather than replacing websites, AI is changing their role. A brand’s site becomes the source of truth – a repository of structured, trustworthy data that AI tools pull from. Companies that invest in clean product data, schema markup, and transparent policies will be the ones most visible in AI-driven shopping journeys.
We’re also seeing the rise of conversational commerce, where customers ask an AI assistant for ‘the best eco-friendly running shoes under $100’ and receive curated recommendations instantly. This compresses the traditional funnel – discovery, comparison, and purchase – into a single interaction.The biggest mistake would be assuming SEO is dead. It’s evolving. The winners will be those who optimize for both humans and machines, ensuring their content is not only persuasive to shoppers but also structured for AI retrieval.
The takeaway: AI isn’t ending websites or SEO – it’s redefining them. The brands that adapt early will own the next era of digital commerce.”
– Amir Husen, Content Writer, SEO Specialist & Associate, ICS Legal
“The short answer? No, ChatGPT and generative AI aren’t killing websites or SEO, but they’re certainly forcing them to evolve. AI is reshaping e-commerce by acting more like a concierge than a search engine. Consumers no longer want ten blue links; they want one smart answer tailored to them.
That changes how we think about ranking and visibility. Instead of optimizing for Google’s bots, we’re starting to optimize for AI agents, what I call digital gatekeepers. The opportunity is massive: if your brand becomes an AI’s preferred choice, you’re skipping the scroll entirely.
But the challenge is staying visible when the AI curates and compresses the entire customer journey. For businesses, that means shifting from broad traffic playbooks to deep personalization and structured product data. Websites won’t disappear, but they’ll act more like back-end APIs feeding these agents. The bigger concern? Trust. If AI gets the pick wrong, or injects bias into recommendations, who’s accountable? We’re entering a new chapter, not ending one.
– Chris Lin, Founder, Summit Breeze Tea
“I don’t believe Generative AI is ending websites or SEO – it’s reshaping how people find and interact with information, not replacing it. At AiScreen, we’ve already seen how AI tools like ChatGPT are shifting the buyer journey from ‘search and click’ to ‘ask and decide.’ Customers want instant, conversational answers rather than scrolling through endless pages. That means e-commerce brands need to evolve – optimizing content for AI-driven discovery instead of just traditional search engines.
Rather than killing SEO, AI is forcing it to mature. Keywords alone don’t cut it anymore; context, authority, and structured data matter far more. Websites aren’t disappearing either – they’re becoming smarter, integrating AI chat and personalization layers that respond to users dynamically. The future of e-commerce will blend conversational interfaces with intelligent web experiences. Those who adapt early won’t lose visibility – they’ll redefine what it means to be found.”
– Nikita Sherbina, Co-Founder & CEO, AIScreen Digital Signage Software
“Generative AI gives people a comprehensive summary of what’s going on – or what’s available – but human nature is curious. As such, it will wet the whistle of consumers and may drive referral traffic, but it will not kill websites (or SEO) altogether. The reason is that people are worried that LLMs are biased, perhaps due to backdoor funding or other loyalties, prompting users to do their own research. In other words, once the AI summary populates, it is rarely the last point of contact before a purchase is made or some other action.”
– Jeremy Golan SHRM-CP, CPHR, Bachelor of Management; HR Manager, Virtual HR Hub
“As a fourth generation contractor, I’ve dedicated many years to creating businesses based on trust, skill, and being able to change with the times. My company mainly does home construction, but I’ve also guided our move into the digital world, using things like SEO, online reviews, and helpful content to grow our brand. I’ve personally watched how tech changes the way customers find and pick brands.
What I want to say is that tools like ChatGPT aren’t killing websites or SEO. They’re just changing how they work. AI answer engines now give users quick summaries, so being seen depends more on being an authority, having a good structure, and gaining trust, rather than just using keywords over and over.
The future of online sales will depend on what I call ‘AI visibility’ – making sure your brand is known and trusted by both people and AI. This means writing content that’s based on facts and is actually useful, getting real reviews, and setting up your site so AI tools can easily understand it.
Websites will still be important as the main place for sales, telling your story, and giving customers a good experience. It’s not SEO that’s dying, but poor SEO. Those businesses that change with AI powered search by being real and offering quality will do more than just get by – they’ll do well.
– Bob Coulston, Owner, Coulston Construction
“ChatGPT isn’t ending websites or SEO. It’s cutting out what never worked because brands spent years chasing algorithm updates instead of helping people buy. AI just made that correction happen faster. People now type full questions instead of broken keyword strings, so relevance and clarity matter more than hacks and stuffing.
In e-commerce, AI speeds up how stores create and test content. I’ve used ChatGPT to build product pages, ad copy, and meta content in minutes, which used to take days. That saves time and leaves more room for testing. Faster testing builds better data, and that data improves SEO and conversions. So it’s not replacing content, it’s scaling what already matches search intent.
SEO isn’t dead. It’s just simpler and cleaner now. Rankings depend more on site structure, page speed, and engagement than keyword counts. AI tools help spot real intent, so content matches what people want instead of what used to rank years ago. That also makes organic and paid funnels work closer together.
Websites aren’t going anywhere because they’re still the storefront. What’s changing is how they’re built and maintained. Clean design, schema markup, and smart internal linking matter more than crammed keywords or bloated pages. ChatGPT isn’t killing SEO. It’s just filtering out useless content and rewarding what actually brings value.
– Josiah Roche, Fractional CMO, JRR Marketing
“Generative AI is undoubtedly revolutionizing e-commerce, but it is not killing websites or SEO. It is revolutionizing the way individuals are finding, comparing, and deciding to buy. AI platforms like ChatGPT and Perplexity are emerging as discovery layers, where product details, reviews, and brand mentions are collated from multiple credible sources.
For online business proprietors, this means that SEO is evolving, not disappearing. The focus is no longer on traditional keyword optimization but rather entity optimization, schema markup, and authority of the brand. Search engines and AI systems more and more value businesses that demonstrate credibility through accurate information, expert content, and wonderful third-party sources.
We at MAX Digital have noticed that brands investing in technical quality, structured content, and true customer trust signals are the ones being noticed in search as well as AI-based results. AI can change the route to the user, but websites remain the foundation where trust is built, information is verified, and conversions happen.”
– Borislav Donchev, Digital Entrepreneur & CEO, MAX Digital
“We design and build top notch tabletop storage for gamers all over the world. As someone who develops products and runs a business, I’ve noticed AI is changing the game for online brands like ours. It’s not kicking out old tech, but changing how we reach our audience.
AI isn’t killing websites or SEO – it’s giving them a new job. Online retail used to be about static pages and finding the right keywords. Now, AI builds experiences that focus on what each person wants and needs in the moment. At BoxKing, we’re using AI to make product suggestions, custom content, and support chats that change based on who’s visiting our site.
SEO isn’t dying. Instead, we’re starting to focus on what people actually want. With AI, we can create content that answers questions instead of trying to trick the system. Search engines will prefer brands that use AI to quickly and meaningfully satisfy curiosity.
Even though things might change – maybe we’ll move from websites to shopping through chat or finding products with our voice – the main idea is still the same: help people find what they need. AI isn’t getting rid of the web; it’s changing how being real and finding new things go together online.
– Qianqian He, Founder, BOXKING GAMING
“Generative AI like ChatGPT isn’t ending websites or SEO – it’s reshaping how they function. We’re seeing a fundamental shift from algorithm-chasing to creating truly valuable, well-structured content that AI systems can properly interpret and present to users.
In the e-commerce landscape, AI assistants are emerging as a new search interface. Rather than browsing multiple websites, customers will increasingly consult their AI for product recommendations. This means brands must focus on establishing themselves as trusted information sources with clear product details and strong brand signals that AI engines will recognize and reference.
SEO isn’t disappearing – it’s evolving beyond keyword tactics toward entity optimization and authority development. The successful e-commerce players will be those who create AI-compatible content while maintaining authentic storytelling and superior customer experiences, not those trying to game the system.”
– Trond Nyland, CEO & Owner, Tudos.no AS
“No! Generative AI isn’t ending websites or SEO. Anyone who uses tools like ChatGPT daily can instantly recognise when content is purely machine-made. AI can boost workflows, speed up research, and draft ideas. But it can’t replace the nuance, trust, and human voice that give a brand its online credibility. Websites and SEO still matter because people don’t just want fast answers. They want authentic ones.”
– Callum Gracie, Founder, Otto Media
Bottom Line
ChatGPT (and generative AI more broadly) changes the front door of discovery – from typed keywords to conversational prompts. But the destination still matters: your website is the trust and transaction hub. SEO is maturing into AI visibility – structured data, entity clarity, authoritative signals, and human storytelling that both LLMs and people can understand.
It’s not the end of websites or SEO.
It’s the end of lazy websites and shallow SEO.
