AI is integrated into how people work. It’s being used to write posts, design assets, generate code, and automate tasks that used to take hours. It’s changing day-to-day behaviour in ways most companies aren’t paying attention to. The focus is still on delivery, cost-cutting, and being able to say they’ve added an AI feature, even when it offers no real benefit. While companies posture to appear current, they’re missing how users are using AI to access information, complete tasks, and make decisions. That shift is already changing how products are found, evaluated, and expected to perform.
Make your content discoverable by AI
Search behaviour is changing. People are no longer clicking through pages of results. They are asking questions and receiving one answer, generated by the AI tool they trust. That answer is built from available information. If your content is unclear or inaccessible, your product will be left out.
Most websites were designed for search engines. They rely on ranking and brand recognition to get clicks. But AI tools don’t send users to your site. They pull information directly and generate a summary. If the structure is unclear or the content lacks detail, your product gets misrepresented or left out entirely.
Make sure your content is structured in a way AI tools can interpret. There are many things you could do like using clear hierarchy, writing in a question and answer format, and adding schema markup. Content now needs to be designed for how AI tools find, interpret and present information.
Stop building AI features that don’t solve anything
The market is full of shallow AI features. Most exist to give the impression of progress. Companies are launching tools that look progressive but don’t improve anything. Some of them just add the letters AI onto their product without delivering anything of value.
Users are already using AI to navigate work, find answers, and complete tasks. They rely on it to summarise, compare, interpret, and recommend. They’re not waiting for your AI feature. They’re already using their own tools to evaluate and interact with what you offer.
Responding to this starts with research. Understand how AI is becoming part of how people work, think, and interact. You don’t need to add AI to your product. You need to make sure your product can be accessed, understood, and used through the AI tools people already rely on. Some companies will need to integrate into those environments. Others will need to expose information in a more structured way. The goal is not to look innovative. It’s to make your product usable in the workflows that already exist.
Use AI to improve performance, not perception
Companies continue to use AI as a way to appear forward-thinking. They announce new features, add visible AI elements to the interface, and use the label to drive attention. But these changes rarely improve how the product actually works.
The friction is still there. Users get stuck, slowed down, or lost in the same places. Tasks take too long. Onboarding is confusing. Support is overwhelmed. The AI doesn’t fix any of it. It just gives the impression that something has changed.
AI should be applied where it improves performance. It can make the product faster, more accessible, and easier to navigate. It can personalise content, reduce support, automate repetitive steps, and improve how systems respond behind the scenes. These changes don’t need to be visible. They need to make the experience better.
Companies are using AI to increase speed, reduce effort, and look innovative. But users are already using AI to evaluate, decide, and act. If your product is not discoverable through their tools, useful in their workflows, or improved by what AI can offer, you are falling behind.
Make your content accessible. Build features that reflect real behaviour. Apply AI where it makes things better, not louder.
The businesses that remain visible in this new environment will not be the ones talking about AI. They will be the ones using it to be found, to be useful, and to perform better throughout the entire experience.
P.S. Are you seeing ROI from AI?