Beyond Visibility: Designing Websites AI Understands – and Customers Trust
Scott Calderwood, SAS
Your website isn’t just a place people visit anymore. It’s now one of the main ways AI systems learn who you are and how to describe your brand to others. As tools like ChatGPT and Gemini shape what customers see and believe, the question isn’t “Can they find us?” but “Do they understand us?”
This session explores a new way to think about websites in the age of AI. You’ll learn how to design and structure content so it’s easy for both people and machines to interpret. The goal: build a web experience and a content machine that feeds AI search, and strengthens how AI represents your brand, reinforces customer trust, and sets the stage for long-term growth.