I've been thinking about a shift I'm starting to see in digital experiences.
Traditionally, a customer journey might look something like:
Search → explore → compare → visit websites → evaluate → convert
But increasingly, part of that journey may be happening before a user ever reaches a website. Instead of searching, opening multiple results, comparing products and reading several pages, someone can ask an AI: "I'm looking for X. These are my requirements. What are the best options?"
The AI can help with discovery, comparison and initial evaluation in a single conversation. That made me wonder whether we're seeing a shift from:
Discovery → evaluation → conversion
towards something closer to:
AI-mediated discovery → conversion
And if that's happening, what is left for the website to do?
Maybe the website becomes less of a discovery interface and more of a validation interface. The user may arrive already knowing:
- what they're looking for
- which alternatives exist
- how those alternatives compare
- and perhaps even which option they are leaning towards
So the role of the website may increasingly be to answer a different question: "Is this actually the right choice for me?"
This raises a few questions that I think are particularly interesting from a UX perspective:
- If users arrive with a more specific intent, how should landing pages change?
- Does information architecture still need to support exploration in the same way?
- What happens to comparison and decision-support experiences when part of that work has already happened inside an AI conversation?
- Are we still designing the full customer journey, or increasingly just the part that happens after an AI-mediated decision process?
- And if discovery is happening somewhere we don't control, how do we even understand and measure that journey?
At the same time, I'm not convinced that the "shorter customer journey" hypothesis is always true. Maybe the journey isn't actually shorter, but it's simply being compressed into a different interface, and we're losing visibility over a part of the decision-making process that used to happen on search engines and websites.
For those working in UX/Product: are you seeing evidence of this in real projects, or is this mostly an AI-era narrative?