Introduction
As AI assistants become increasingly capable of booking travel, making purchases, and managing tasks on behalf of consumers, the way customers interact with brands is shifting dramatically. Companies must adapt to ensure seamless experiences, even when their own interfaces are bypassed.
AI’s Effect on Customer Interactions
AI agents handle the interaction for the consumer, meaning reliance on the brand’s website, app, or digital touchpoints decreases. Traditional visual design, navigation, and personalization features may go unnoticed, impacting brand visibility and recognition.
Errors in AI interpretation — such as misreading form fields or policies — can lead to failed transactions, incorrect orders, or frustrated users. Brands must anticipate these issues and provide AI-friendly digital experiences.
Creating AI-Friendly Websites and Apps
Brands should:
- Use semantically structured and accessible websites and apps, with clear API endpoints and labeling for AI interpretation.
- Publish thorough documentation for third-party AI developers and proactively test digital properties using popular AI assistants.
- Monitor AI-initiated transactions for anomalies and provide easy recovery options for users when errors occur.
Some redesign may be required, including:
- Machine-readable architecture for product data, clear navigation, unambiguous buttons, and robust error handling.
- Integration of secure APIs allowing AI agents to book, purchase, or request services reliably.
- Maintaining human-facing features while preparing for hybrid human-AI interactions.
Handling Different AI Assistants
Each AI assistant interprets content differently, so brands must:
- Prioritize compatibility with widely used AI agents while monitoring emerging platforms.
- Conduct continuous UX and technical QA with scripts and synthetic agents to simulate real interactions.
- Implement flexible “AI adaptation layers” to ensure consistency, security, and compliance across platforms.
Implications for Loyalty Programs
AI-driven transactions can disrupt traditional loyalty strategies:
- Brands may lose direct access to behavioral data, preferences, and identifiers necessary for personalized programs.
- Opportunities to upsell, cross-sell, or offer tailored experiences may be reduced.
- Brands should integrate with AI platforms, track unique identifiers, and maintain direct relationships with consumers to preserve engagement and attribution.
Conclusion
AI assistants are redefining customer-brand interactions. Companies that proactively adapt their digital experiences, technical infrastructure, and loyalty programs will maintain
