The way we search has changed - Why haven’t websites?

The other day I Googled when a local shop was closing, and as usual, before I finished typing my question, Google had correctly suggested the rest of my query. I pressed Enter and found what I was looking for. Whereas, once upon a time I'd have had to click a search result to find the information I needed, this time I didn't need to; instead, there was an AI-generated summary of information that resolved my query. Google had not only compiled opening hours for that store, but listed a few nearby stores that were open later.  

This change has been rather seamless, with little to no backlash, since it only goes to improve the user experience further. It points to a larger trend in which the way we browse the web is undergoing a major overhaul. Much like previous shifts, like when search engines enabled us to search keywords rather than typing URLs into the search bar, I think this change will have rippling effects. 

Beyond AI-generated summaries reducing the likelihood of us visiting a website to find information decline, as (like me) users get what they need from a summary at the top. There is a much more interesting implication: if the way we search changes, so too will how we use websites. 

Instant, visual, effortless: The evolution of search

How we search for information - and what we want returned has fundamentally changed. We now ask questions and expect precise, personalised responses. Unironically, when I began writing this article, I even asked ChatGPT how AI has impacted the way we source information - to which it replied that searching is more conversational. However, I would add that we don't just want more conversational results; we increasingly want pre-digested information that has been parsed by someone or something else. 

This requirement explains Gen Z's penchant to use Instagram (67%) and TikTok (62%) as their primary search engine ahead of Google. Social media returns relevant answers that are captured in short-form videos or pictures, saving users from needing to amalgamate information themselves. Today, 80% of those searching online use the AI-generated summary 40% of the time. Two in every five searches is remarkable considering how many online searches are not 'summarisable', such as searching for a log-in page. 

Complex navigation - scroll, click, search, repeat: Website improvement has buffered 

In contrast, when we look at the evolution of websites over the last twenty years, the user experience has remained relatively unchanged. 

Where there are differences, they're typically superficial - fonts are smoother, toolbars are less crowded, and beautiful dynamic animations dominate pages today where text would have crowded in the past.  But at the core - how we use them hasn't changed. We click on a site, look for the relevant button (i.e., a link), and try to find what we're looking for. In 20 years, it seems the only difference in how we use websites is what the links we click on look like. 

While we have come to expect and accept this structure, just a little probing reveals that customers are actually not loving this format. Research shows that as many as 43% of consumers don't think the websites they interact with are designed for them. So, perhaps this is why one in two customers never make it past the first page of a site. To me, this fits into a bigger picture where less than Less than half of UK consumers (43%) reported being satisfied with customer service online over the past year. 

So, where do websites need to go next? 

At its simplest, websites should evolve alongside their users, because the best websites are intuitive. Which begs the question, what does an intuitive user experience mean in the era of AI? 

If the evolution of search is anything to go by, optimized user experiences are those where accurate information is readily available. Suggesting that the future of web design will focus on simplifying information pathways and integrating elements that can be personalised. I think that we will also see a trend for new modes of navigation, as voice and movement recognition technology advances. The development of a website that doesn't rely on traditional navigation software will be a milestone for technology and accessibility. 

But innovation is driven by demand. What do you want to see integrated into websites? Better search functions? Interfaces that collate contextual, personalised information for you? AI assistants? Mixed Reality to try on clothes or see what that fridge will look like in your kitchen? 

These are the questions that we should be considering. The website is only part of the internet that seemingly hasn't progressed hugely in twenty years. The advent and integration of Gen AI into search engines have transformed the way we search for and consume information. It is only a matter of time before this influences how we want to and will use websites.