Marketing reimagined.
OMR 2025 clearly demonstrated one thing: the way we shape digital communication is undergoing fundamental change. Two keynote speeches – by futurist Amy Webb and Roland Eisenbrand from OMR – described a new paradigm: AI-supported interfaces are replacing traditional touchpoints. This also affects the role of websites and our understanding of visibility.
Futurist Amy Webb predicted a fundamental change: after playing around (2023/24) and the first use of AI (2024/25), automation by AI agents will now follow. The crucial question: who will make purchasing decisions in the future? Her answer: AI agents.
In multi-agent systems, AIs interact with each other, negotiate, evaluate and buy – on behalf of their users. The AI2C (Artificial Intelligence to Consumer) paradigm complements B2C and B2B. Emotionality and brand image are losing importance. The decisive factors will be semantic structure, data quality and relevance in the model.
The change: communication must become machine-readable. Modalities – language, image, text, behaviour – determine content production. Traditional channel thinking is becoming less important.
Roland Eisenbrand put it provocatively: ‘R.I.P. Brand Website (1993–2025)’. The figures are clear: with Google’s AI Overview, the click-through rate for organic hits drops from 4.0% to 0.6% – a decline of 84%. Even paid search is losing ground: from 17.2% to 6.6% CTR.
Users no longer start their journey with Google searches, but in chatbots, multimodal search systems or through personal agents. Websites are becoming increasingly less important as a source of information.
In future, visibility will arise where content is modularly accessible, semantically structured and modelable. AI systems such as ChatGPT, Perplexity and Claude set different rules:
- – No classic URLs, but response modules
- – No pure web design, but data architecture
- – No focus on clicks, but on model relevance
If you want to remain visible, you have to rethink your approach.
Anyone planning a website today needs to know how it will be interpreted by AI agents tomorrow. In the future, SEO will not be optimised for Google, but for language models. Social media thinks multimodally: how is content read, weighted and processed? Email marketing focuses not only on open rates, but also on relevance scores in digital assistants.
The challenge: designing digital interfaces for human and machine target groups. This changes strategy, content and technology in equal measure.
Analysis & Orientation
Together, we examine how well existing touchpoints are prepared for machine readability and model relevance. Where are the structural gaps? Where are new opportunities emerging?
Rethinking content
Together, we develop content that resonates with people – and is understandable to machines. Whether text, image or video: the semantic structure is crucial.
Designing the architecture of the future
We are rethinking websites and interfaces: modular, AI-optimised, data-based. Always asking the question: How will a system capture, weight and process content?
Enablement & Further Development
We provide guidance through workshops and joint formats. We translate technological developments into concrete decisions – for marketing, communication and digital strategy.
Actively shaping interface change.
AI cannot simply be tacked onto existing processes. It changes workflows, expectations and touchpoints. Anyone who takes this transformation seriously will review their own digital infrastructure for AI capability – not in abstract terms, but based on specific customer journeys.
The opportunity: understanding early on how machines communicate. Structured, efficient, model-optimised. Schindler Parent supports this transformation – strategically and solution-oriented.
If you want to design digital touchpoints for people and machines, let’s talk.