If nobody clicks, what's a website for?
For twenty years, the answer was simple: get found, get visited, get converted. That world is quietly ending—AI agents now read, summarize, and vouch for your brand before your customer ever reaches your site. The click is disappearing, and the website's job hasn't ended—it's changed: it's no longer built to be visited, but to be the definitive, reliable source that AI agents cite, quote, and act on.
This session unpacks what that shift demands—why accessible, well-built sites, not page views, are becoming the real currency of digital experience, and how agentic AI is already changing the way content gets built, orchestrated, and shipped at scale. You'll leave with a sharper answer to the question that opens this talk, and a clear view of what it takes to build a website worth citing.
