When I first realised ChatGPT was becoming the place to get answers, not like Google with scattered results across the web, but in a way that felt contextual and direct, I knew the way I wrote would need to change. Keywords would still matter for visibility in both search and AI discovery, but they were no longer enough. This shift in how people asked questions, typing them exactly as they thought them and expecting useful answers back, which is why I began writing in a FAQ style on my site. It was not about being clever, it was about reflecting how people had started to look for help.
No company provided a clear guide on how to do this. There was no playbook from the AI giants. Everything came through, searching for any information out there, trial and error. Constant testing, adjusting, and slowly working out what aligned with the conversational flow of these systems. I’m still working on this all the time.
The announcement of apps in ChatGPT changes the equation again. Content is no longer only about publishing information for people to find later, it is about embedding services directly into the place where they are already asking for support. Instead of drawing someone away to a website and hoping they navigate through menus, the interaction happens inside the conversation itself.
I would not be surprised if ChatGPT evolves into the default browser, or even into the operating system. I may have said that before, but the possibility feels closer now. This might light a fire under the ecosystem king Apple to integrate AI far more deeply into their OS so they do not risk losing their position in the market. Meanwhile, ChatGPT is already winning the general AI race, and the components it enables make traditional search irrelevant, reducing most websites to a secondary layer of engagement.
For designers, this moment is not about polishing websites or building large apps in isolation, it is about thinking differently. The work now requires breaking ideas down into features, components, and journeys that can stand on their own and live inside a conversation. People have started calling this AX, Agentic Experiences, as the next step beyond UX. I do not care much for the label, but the thinking behind it feels right.
Getting noticed in this new space will not come from waiting for a rulebook. Pick a brand you like, or a service you use regularly, and reimagine one of its features as something that could exist naturally inside ChatGPT. Create a prototype, record a demo, and share it. What matters is showing you understand where this is heading. Anyone who has built apps before knows how many features ended up hidden or ignored inside bigger systems, and this shift allows those same features to stand alone, highlighted and designed as clear journeys.
Relevance and opportunities to get hired will follow from demonstrating that you can design for this shift. The people who put their thinking out there now will be the ones who get noticed.
This is not hype and it is not temporary. The interface is changing, with conversations becoming the canvas, apps acting as the components, and services forming the experience. Designers who learn to work in this way will not just adapt, they will be part of defining what comes next.