Machines are becoming your busiest visitors. When the primary audience is a machine, not a person, what remains of the ‘website’?
What happens to branding, trust and design when interaction is reduced to Ask, Answer, Action?
In this keynote, Regina Riegerbauer, Cosima Vogel, and Andreas Cappell explore the transition from page-first design to the AAA model. They demonstrate how highly reduced screen states — from voice-only bots to hyper-personalised microsites — transform brand experiences into flows rather than pages. They also explain why data spaces and tools transfer trust from marketing claims to verifiable, real-time facts. This enables secure machine-to-machine exchanges and provides large language models with reliable information to act on. This is marketing built for machines – but brands have a big question to answer as their brand opinion is increasingly formed outside their premise. As the rules of trust, visibility, and influence are being rewritten, if you’re not asking these questions today, you’re already behind. It is happening so fast.