How has the rise of AI-generated summaries changed the way users discover and engage with online content?
Instant answers are becoming the norm. As AI-generated summaries give instant, well-rounded and accurate answers, users are bypassing traditional click-through journeys in favour of immediate insight. This shift is streamlining browsing but also transforming engagement. Rather than visiting a webpage or several to read an article in full, users are increasingly getting what they need from a summary at the top. This marks the beginning of a more compelling shift underway: the way we search online has evolved, and so has the way we interact with websites.
Why do you believe this shift goes beyond search engines and reflects a deeper change in consumer behaviour?
Yes, this shift reflects a broader evolution in consumer behaviour. Increasingly, people aren’t looking to hunt for information; they expect it to be delivered, instantly, in context, and stripped of unnecessary detail. Today, 80% of consumers use the AI-generated summary 40% of the time, showing a growing preference for concise, curated answers over traditional browsing.
As this expectation becomes the norm, it will influence how consumers interact not only with search engines but with all digital experiences, from websites and apps to customer service and content platforms. For businesses, it means rethinking how information is structured, how websites are navigated, and how to meet user experience expectations.
In what ways is AI transforming the digital customer journey, from initial browsing to final purchase?
AI is streamlining and personalising every stage of the digital customer journey. While a customer is browsing, using predictive analysis and machine learning (ML), AI powers smarter search results, tailored product recommendations, and real-time assistance through conversational AI and virtual agents. It reduces friction and helps customers make well-informed decisions, faster.
As customers move closer to purchase, AI optimises pricing, suggests complementary products, and identifies the best moments to prompt action, whether through personalised messaging or dynamic offers.
Even post-purchase, AI continues to play a role through tailored follow-ups and loyalty-building interactions. The result is a journey that feels increasingly seamless and intuitive, from browsing to active conversion.
What challenges do businesses face in adapting their websites and digital experiences for AI-driven user interactions?
When we look at the evolution of websites over the last twenty years, the user experience has remained relatively unchanged, until now. AI is forcing a fundamental rethink of how digital experiences are designed and structured.
The main challenge is that most websites are still built for traditional browsing. It is a linear experience where users manually search for items or services and navigate through menus or pages to find what they need.
This model is quickly evolving. AI-driven elements like search summaries and chat interfaces are starting to shortcut that journey, offering answers or recommendations before a user even clicks through.
For businesses, this means adapting content and structure so it can be surfaced accurately by AI, not just displayed to a human. It is no longer just about designing a user-friendly site. It is about making sure your content is algorithm friendly, and able to appear at the right moment, even outside your own platform.
With 43% of users saying websites aren’t designed with their needs in mind, what key design principles should companies adopt?
With users expecting speed and relevance, websites need to shift from being visually impressive to functionally intelligent. That means structuring content so it can be understood by both humans and machines, and designing with accessibility in mind to serve a wider range of users. The most effective experiences will be those that are fast to interpret, inclusive by default, and optimised for how people engage today, not how they browsed five years ago.
How can businesses retain control over their brand voice and messaging when AI tools are summarising and reshaping their content?
You might not control how AI presents your content, but you can influence it. The key is to be clear, consistent, and intentional with how you write and structure information. If your brand voice shows up the same way across your site, socials, and product pages, AI is far more likely to reflect it accurately.
What metrics should companies track to measure the impact of AI-enhanced digital experiences on engagement and conversion?
Engagement Rate with AI Features
Track how users interact with AI-driven tools like conversational AI, product recommendations, or personalised content. This shows whether these features are adding value or being ignored.
Conversion Rate Uplift
Measure how users who interact with AI elements perform compared to those who don’t. Are they more likely to sign up, buy, or take action?
Click-Through Rate from AI Summaries
If your content is being surfaced by AI (e.g. in Google’s AI overviews), track how often users click through. It’s a strong signal of relevance and visibility.
Can you share an example of how CommBox’s platform has helped a client optimise their digital journey using AI insights?
At CommBox, we’re helping brands reimagine customer service for the AI era. Our platform simplifies interactions across channels like WhatsApp and email, and is trusted by global leaders like SolarEdge. Since adopting CommBox, SolarEdge has cut lead response time by 75%, from 7 days to under 48 hours, and shifted 35% of customer interactions to be fully managed through digital channels.
We’ve also recently launched CommSite, the first conversational website platform that turns static websites into personalized, intelligent conversations. We’re working with partners like OpenAI to help brands rethink how they engage customers online. By using real-time AI insights, CommSite transforms traditional browsing into personalised, conversation-led interactions, helping businesses reduce friction, increase conversions, and deliver faster answers to their customers.
What were the biggest technical or organisational hurdles you encountered while scaling CommBox in the fast-evolving AI landscape?
A key hurdle has been scaling at the pace of AI innovation without compromising on trust or quality. Ensuring our solutions remain secure and compliant has been a top priority. We’ve restructured teams, invested in upskilling, and adapted our platform to keep pace with evolving regulations and rising customer expectations; all while staying focused on delivering a reliable and human-first experience. Our enterprise-grade platform is fully backed by SOC 2 and ISO 27001 certifications – built for trust, compliance, and scale.
Looking ahead, how do you see generative AI continuing to redefine online experiences over the next 3–5 years?
Generative AI will move from supporting experiences to shaping them, powering personalised journeys, real-time conversations, and content tailored to individual intent. In the next few years, we’ll see websites become more interactive, predictive and conversational by design.
