For two decades, the website sat at the centre of digital strategy - the front door, the brand showcase, the analytics heartbeat. But that model no longer holds. Traffic is falling, discovery is shifting, and AI assistants are becoming the new gatekeepers of digital experience.

Today, more than half of all online traffic is non-human - bots, crawlers, and now autonomous AI agents reading, summarising, and deciding what content people see. At the same time, zero-click journeys dominate search. Users get their answers directly in AI summaries or aggregators without ever landing on your site. The “homepage” isn’t your front door anymore; it’s just one endpoint in a sprawling ecosystem.

That’s the reality behind my upcoming session at Sitecore Symposium 2025, The Post-Click Playbook: Composable Strategy for a New Web. It’s not a eulogy for websites - it’s a call to reinvent how we build and measure them.

We’ll look at how the web has evolved from an interface to infrastructure; why humans are no longer the only audience you need to design for; and how Sitecore’s composable DXP - XM Cloud, Content Hub, Personalize, Search, and Stream - gives you the flexibility to adapt at AI speed.

I’ll share the AI Readiness Model we’ve developed at Codehouse to benchmark where organisations really stand today, plus the Do Now / Do Later Matrix that turns buzz into action. Expect a mix of strategy and pragmatism: how to build structured, machine-readable content; how to treat trust signals as new SEO; and how to start using Sitecore Stream’s free tier to pilot AI-assisted authoring right now.

Because this new world isn’t coming someday - it’s here. The companies that will win aren’t those chasing the next redesign; they’re the ones continuously upgrading capability, governance, and content operations to stay visible to both people and machines.

This session connects the dots between AI disruption and digital execution. You’ll leave with:

• A clear view of what “post-click” really means for your business.

• Your own AI readiness score.

• A prioritised roadmap for immediate wins and long-term enablement.

If you’re wrestling with declining traffic, uncertain roadmaps, or the hype around AI, this is for you. The web isn’t dead- but it’s definitely not what it was. It’s time to stop designing screens and start designing experience systems.

Join me in Orlando, November 3-5, for Sitecore Symposium 2025: Next is Now. Let’s explore how to turn AI-powered innovation into practical, composable strategy - and build for what’s next.