A topic that excites us as much as it challenges us, accelerating our work at an almost uncomfortable pace… and that has gone from being a trend to becoming an inevitability: Artificial Intelligence.

So, this December, I want to share a glimpse of how AI has been shaking up the world of websites, before we close the year with the wrap-up of our Christmas event that is just around the corner.

Imagine your website as a beautiful, modern library, organized in a stunning architecture, full of stories and knowledge… but where nobody can read the language in which the books are written. Today, many websites live exactly this reality: designed for people, optimized for search engines… yet completely incomprehensible to the new kind of user that now dominates access to digital information: Artificial Intelligence.

In this new context, a simple and transformative reality emerges: if your website isn’t understood by AI, it won’t be found by the humans who ask questions and “trust it.”

The concept of the “user” has been redefined. We are no longer only talking about human visitors or traditional search engines (like Google or Bing). There is now a new target: AI, powered by language models and intelligent systems that consume, interpret, and redistribute your site’s information to the world. They answer people’s questions, recommend brands, and influence decisions even before anyone reaches your website.

The website becomes a point of truth. A structured source of knowledge. It is no longer enough to write attractive texts, publish updates, and have an intuitive interface. More than ever, content must be clear, semantically organized, and interpretable by machines that don’t see images, click menus, or explore pages in depth.

AI needs to understand what the website says, what it represents, who it addresses, and why it should be considered trustworthy.

Here is the deepest change: for decades, websites were designed as visual, human experiences. Now, websites must also serve as official knowledge bases - contextual, organized, verifiable. Not to replace the human experience, but to ensure that it continues to happen.

LLMs (such as ChatGPT, Gemini, Bing Copilot, …) only respond with what they can interpret. And if they don’t interpret your brand correctly, they won’t recommend it.

In the very near future, most digital decisions will be filtered and simplified by intelligent agents. The question you need to ask is not whether your audience will continue to search for your website, but whether AI will continue to choose your brand as the answer.

At Softway, we deeply believe in this transition. We see the next phase of the internet as assisted, contextual, and AI-driven. We believe that websites with consistent data, semantic structure, clear content, and multilingual coherence will stand out and be referenced. These will certainly be the websites that occupy the spaces in responses shaping purchase decisions.

Digital relevance no longer depends solely on being seen by people; it depends on being understood by machines that communicate with and for people. This entails: Structured Data (Schema.org, JSON-LD); contextualized and semantically linked content; optimized OpenGraph and complete metadata; multilingual consistency (hreflang); full content indexability (SSR, hybrid sitemaps); publication of official data that models can cite as reliable sources; among other strategic techniques that ensure the website is correctly read, understood, and optimized for AI assistants and LLMs (Large Language Models), such as ChatGPT, Gemini, Bing Copilot, or Claude.

Websites ready for this new era are not just found. They become references, recommended, and recognized as trusted sources of knowledge. They can deliver the right answer, at the right time, to the right user — often even before the user knows they are looking for it.

We are experiencing a profound shift in how digital presence works. And this shift opens new opportunities for those who adapt first.

At Softway, we are at the forefront of this transition: transforming websites into truly AI-ready platforms, capable of communicating fluently with LLMs and the people who trust them.

2025 has been a year of discovery, learning, and accelerated development. 2026 will be a year of rapid AI evolution, and the year we bring this evolution to the market, serving our clients - with real impact on their results and digital future.

Maria Cabral de Sousa
CEO – Softway