Will Web 4.0 signal the end of websites as we know them?

Websites have come a long way since the early days of the internet. The first ever web page, which was dedicated to info on the blossoming World Wide Web, looks remarkably quaint by today's standard. 

Black font on a white background, no images or videos, and a conspicuous lack of ads. If you ignore the blue hyperlinks, you'd almost think it was a page ripped out of a telephone book (remember those?). 

When Tim Berners-Lee (the inventor of the World Wide Web) developed the page in 1991, even he probably didn't envisage what the internet would look like today, let alone in the distant future.

Which begs the question: Is what we have today the end-state of web design and user experience? It’s hard to believe that’s the case. So what will the next iteration of website look like, and when will we see them?

Interestingly, Mustafa Suleyman, CEO of Microsoft AI, believes the next iteration is right around the corner.

“There are going to be hundreds of thousands of AIs in the world,” Suleyman told an Intelligence Squared audience. 

“They’ll represent businesses, they’ll represent brands; every government will have its own AI, every nonprofit; every musician, artist, record label. Everything that is now represented by a website or an app is soon going to be represented by an interactive, conversational, intelligent service that represents the brand values and the ideas of whatever organization is out there.”

Who are we to argue with the co-founder of DeepMind and Inflection AI? Instead, let’s expand on that a little bit. What exactly is likely to replace today’s websites, why should we care, and when will this start to happen?

Why are websites in need of an evolution?

Modern websites are marvels of 20th century digital innovation, with high-res images, sophisticated typography and dynamic animations, and videos. Whole industries are dedicated to making online experiences as engaging and intuitive as possible.

But for all the extra bells and whistles, when you think about them functionally, they’re quite similar to Berners-Lee's World Wide Web directory. They use text (or visuals) to communicate with people – or, more accurately, to talk at them. 

The next iteration of the web will allow people to talk, too: they’ll be able to interact with a website, instead of being barraged by one-way messaging.

Why? Because interaction is significantly more engaging to users. Because interaction is a better way for information to stick in the memory. And because interaction shows users that they’re valued, and therefore builds stronger bonds of trust and advocacy.

What will tomorrow's websites look like?

A mere 10 years after Berners-Lee created the very first webpage in 1991, the film A.I. Artificial Intelligence was released. So the widely accepted vision of humanlike artificial intelligence (played by a young Haley Joel Osment or otherwise) is actually a similar age to our understanding of the internet we all know and use today.

In reality, generative AI has now provided the means to create a new form of web interface; it’s what Suleyman was referencing above – a way to listen to the user and then guide them to the relevant piece of content.

For an example of a brand innovating with this already, look no further than Deutsche Telekom. The global telco uses its UneeQ digital human, Max, to communicate with people in their native German and help them find what they’re looking for on the Telekom website or app.

Max’s predecessor, Selena, asked people’s questions about their lifestyle, devices, access ports, and more to help them find a suitable broadband plan. She was found to help shoppers by boosting their confidence that they were making the right purchasing decision.

There are numerous other digital human examples. Eve from Kiehl’s, who helped people to find a skincare routine to suit their skin type (albeit from an in-store kiosk). And, of course, Sama, who lives in Qatar Airways' innovative Q Verse and helps people with their travel plans – all through dynamic, real-time conversation.

It’s a growing trend, as AI interfaces become better at catering to people’s needs. According to Gartner, 30% of new applications will use AI to drive personalized adaptive user interfaces by 2026, up from less than 5% today. 

So why are we (and hopefully you) excited for this step change in website design and functionality? The first reason we can see in that Gartner statistic. The power to truly personalize.

Personalization gets truly personal 

Every marketer knows that personalization matters. More than three-quarters (76%) of consumers get frustrated when brands don't personalize their offerings, and 71% now expect their online experiences to be fully personalized as standard. 

The business benefits are also well established. Nearly nine out of every 10 firms (89%) sees positive ROI when prioritizing personalization in their campaigns, with a sizable minority (9%) saying they earn back a whopping $20 for every dollar spent on personalization. 

Let's face it though, personalization efforts are usually pretty limited on websites. Tailored ads, pop-ups and product recommendations are par for the course – but they often leave a lot to be desired. They feel too transactional; it's personalized without feeling personal.

That’s why digital humans are forming an exciting new option for brands. Because what’s more personal than a face-to-face conversation with someone whose sole purpose is to help you?

Digital humans take website personalization to that next level. They're able to communicate directly with users, understanding and anticipating their needs, while building rapport and trust in a way that reflects genuine human interactions.

Business leaders agree – 55% say conversational AI will be the most impactful AI-driven personalization technology over the next five years, according to recent Twilio research. 

Sounds pretty cool, right? 

Now, it's important to recognize why personalization is so powerful. Because it makes us feel like a person, not another customer.

Forming an emotional connection using AI

At a recent VentureBeat event, I was lucky enough to hear May Habib from Writer explain how only 17% of execs at the Fortune 500 companies they surveyed said their AI applications were “good or better,” with more than 80% saying their enterprise AI efforts aren’t meeting expectations.

She referenced the need to place an interface over generative AI. And not just a chat interface – something that improves quality. I almost shouted hallelujah from the back row!

Chatbots are (perhaps someday we’ll say “were”) fast, functional, and dull. They serve a particular purpose; but that purpose was never to offer a great, emotion-inducing customer experience.

And yet emotional connection is more than twice as valuable to brands than even highly satisfied customers are, according to Harvard Business Review.

Emotional loyalty runs deep and is therefore of much greater value to brands than transactional loyalty. Nearly three-quarters (72%) of Americans will pay more to purchase from their favorite brands, and you become a favorite brand by forming a deeper, more empathetic connection with people.  

How can you do this through a website? It's hardly a medium known for its warm, fuzzy appeal! Again, a great way to form lasting connections is to start having real conversations with your customers online. 

In fact, 75% of people say they don't care much about perfectly crafted brand messages. They instead prefer companies to have an authentic voice. 

Put simply, people are hungry for more humanlike, personalized, emotive, and fun ways of interacting with brands in digital environments. 

What's more, an overwhelming 95% of executives agree that making technology more human will massively expand opportunities for every industry. The speed with which ChatGPT has boomed in popularity provides ample evidence of that trend.

As Accenture recently put it: "Generative AI is upgrading people's expectations of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever." 

So why not start having more two-way conversations with your customers?

Long live the king

Now, it's worth pointing out that we're not talking about the complete death of websites here; it's more about expanding their functions to give people a better, more holistic experience. 

Text, imagery, and video aren't going anywhere – that much is obvious. They’re having their own AI revolution. And it won’t be long until brands realize that the multiplying power of AI can be applied to website UI as well.

Attending some marketing events in the past few months has made it clear: now’s the time to understand how websites are ready to change, and embrace that.

Everyone is talking about AI. But not everyone understands that AI doesn’t have to be robotic. It can be given a face, a voice, and a personality – and be used to improve buyer confidence, reduce friction, and improve accessibility.

That changes everything in how websites serve people. And big brands are already noticing the benefits.

This is the new era for the not-so-humble website – the king of your content marketing. Long live the king!

‍