Source: Be Datable. Two factors determine AI disintermediation rates.
AI Takeover Matrix
Which websites will AI replace? It depends on complexity and enjoyment.
Why This Matters for Your Business
Traditional websites as we know them are heading for a massive overhaul. Websites have ballooned into sprawling digital properties, driven primarily by SEO and centralized search funnels. We've created an internet that mixes what humans need with what machines need to know.
This fundamental mismatch is about to be corrected. The bounds of your website will no longer exist, nor will the bounds of your competitors. AI is becoming the primary interface between businesses and customers.
This framework helps you visualize how AI will disrupt traditional website funnels across different sectors based on two factors: shopping complexity and shopping enjoyment.
The Four Quadrants
Complex + Not Enjoyable
99%Pure AI Wins
Nobody enjoys comparing insurance policies, yet it's something we all need to do. AI will handle nearly all of this process.
Example: Insurance comparison shopping
Complex + Enjoyable
60%AI-Assisted Website
People genuinely enjoy exploring destinations. The emotional connection matters, so websites retain value. AI handles logistics.
Example: Custom vacation planning
Simple + Not Enjoyable
90%Pure AI Wins
Zero intrinsic enjoyment. Purely transactional. AI already handles much of this, and the trend will accelerate.
Example: Office supply reordering
Simple + Enjoyable
30%AI-Assisted Website
Visual discovery and inspiration remain valuable human experiences. People like browsing and imagining.
Example: Fashion browsing
How to Use This Framework
Audit Your Current Website
What percentage of your funnel is vulnerable to AI disintermediation? Place each customer journey on the matrix:
- Is the task complex or simple for your customer?
- Do customers enjoy the process or just want it done?
- Where does emotional connection matter in your funnel?
Prepare for the New Paradigm
- Invest in structured data and AI-ready formats
- Build and test AI-driven customer interactions
- Focus on aspects AI can't replicate: human connection, creativity, emotional resonance
- Create direct API connections between your systems and AI platforms
Common Barriers
Legacy Investments
Companies with massive investments in traditional websites will hesitate to pivot away from them.
Technical Debt
Organizations on older systems will struggle to create the APIs and structured data needed for AI integration.
Industry Regulations
Sectors with strict disclosure requirements may face compliance challenges with AI-first models.
Trust Factors
Some customers will initially resist interacting primarily through AI interfaces, particularly for high-value purchases.
Self-Assessment
Answer these questions to evaluate your position.
What percentage of your website traffic is purely informational?
High informational % = High vulnerability to AI answering those questions directly.
Do customers enjoy their journey on your site, or do they just want the outcome?
Outcome-focused journeys are prime candidates for AI takeover.
Is your content designed for humans or for search engines?
SEO-optimized content becomes irrelevant when AI interfaces replace search.
Can a customer complete their goal faster by talking to AI than navigating your site?
If yes, your funnel is already vulnerable.
“Traditional websites aren't dead yet. But their transformation has begun.”
The companies that understand where they sit on this matrix and act boldly on that knowledge will lead in the era of AI-driven commerce. The question isn't if this transformation will happen but how quickly you'll adapt.
Sources & Further Reading
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