The future of websites

The future of websites: entering a new digital era

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Not long ago, Web3 was on everyone’s lips — hailed as the next big leap in the evolution of the internet.

• Web 1.0 was read-only. The age of static brochure sites.
• Web 2.0 brought interaction, social networks, and personalization.
• Web 3.0 introduced decentralization, blockchain, and data ownership.

Since then, the hype has died down.
But one essential question remains: what will websites look like tomorrow?

Based on the latest trends and research (notably from Perplexity), here’s what CMOs need to start preparing for.

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Web 4.0? Not quite. What’s coming is a fusion of forces

1. From personalization to immersion: the new user experience

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Generative AI is transforming how we design and manage websites:

• Content that adapts in real time to each visitor.
• Sites generated from a natural language prompt.
• Automated content operations — SEO included.

But we’re moving beyond personalization. Immersion is becoming the new standard.

• WebXR brings 3D environments and AR/VR directly into the browser.
• Holograms and voice interfaces enhance digital product experiences.
• And tomorrow? Brain-controlled navigation is already leaving the lab.

For marketing teams, it’s a fundamental shift: engagement becomes more sensory, contextual, and alive.

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👉 Perplexity Comet: a new way to browse

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Perplexity just launched its AI-native browser: Perplexity Comet.

We gave it a real-world test:

• We told the assistant we had a WordPress site and were looking for an agency to rebuild it.
• It took us straight to we-r.co.
• We asked if they handled WordPress-to-Webflow migrations → it redirected us to the exact service page.
• We said we were interested → it opened the contact page, pre-filled our details, and drafted a message explaining the project.

No need to search, click, scroll, or copy-paste.
The site becomes actionable. And the AI bridges the gap between user intent and business outcomes.

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It’s no longer about “making navigation easier” — it’s about helping the AI help the user reach their goal.

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Which means:
Every page, structure, and content block must now be designed for AI collaboration.

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👉 Shopify + ChatGPT: In-Chat Shopping [coming soon]

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In the coming months, Shopify will roll out in-chat shopping directly within ChatGPT.

Users will be able to ask for product recommendations, compare options, and complete purchases — all without leaving the conversation.

It’s not just an assistant. It’s a fully embedded storefront.
Soon, brands won’t just sell on their site — they’ll sell via smart assistants integrated into daily life.

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It’s no longer about “optimizing the conversion funnel” — it’s about letting AI sell for you, in the right context, at the right moment.

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2. Infrastructure and performance: the site becomes a living service

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Users expect blazing-fast, seamless, and accessible experiences:

• Under 3-second load times are critical for conversions.
• Progressive Web Apps (PWA) combine the best of web and mobile apps.
• Edge computing and 5G speed up processing while boosting security.

And beyond performance, sustainability matters:

• Green hosting is now a selection criterion.
• Goal for 2030: Avoid turning the web into an energy disaster.

💡 A single website with 10,000 monthly page views emits about 211 kg of CO2 per year — equivalent to the carbon offset of 8 to 9 trees.

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3. Security, Privacy, and Data Sovereignty

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Web3 introduced a decentralized model that hands control back to users:

• Censorship-resistant domains.
• No recurring fees.
• Blockchain-backed protocols.

Looking ahead, quantum internet could usher in radically improved cybersecurity. But for now, brands should double down on fundamentals:

• TLS everywhere.
• Port restrictions.
• GDPR as the baseline for user trust.

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For marketers, this means earning user permission — not just grabbing attention by default.

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4. Site creation: from exclusive to empowered

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• No-code and low-code tools now allow marketing, product, HR, and more to create digital interfaces — without relying solely on developers.
• Human–machine collaboration is deepening: AI handles the technical work, humans lead the vision and creativity.
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The line between "brand" and "design studio" is blurring. Every team can now build digital experiences.

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Final thought: this isn’t web 4.0 — it’s a whole new paradigm

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Tomorrow’s websites won’t just be a bit faster or more polished. They’ll be:

• Fully personalized, in real time
• Immersive and sensory
• Ethical and decentralized
• Co-created by humans and AI

For marketing leaders, this requires a new perspective:

• From UX design to augmented experience
• From traffic to one-on-one conversations
• From a single web project to an intelligent, evolving ecosystem

The web is becoming a new frontier again.
And this time — it’s yours to shape.

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