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This week, we look at the concept of a two-track internet, something floated in a recent article in Digiday about work taking place at The Economist.

We dive into the complexities of creating a web environment that caters to both human and AI users, highlighting the need for a strategic shift in website design and content presentation.

Takeaways

Two-track internet
AI experience Tone of voice is a trust signal
AI chatbots may struggle to convey a brand's tone of voice

Chapters

00:00 Introduction to the Two Track Internet

01:31 The Economist's Case Study on AI and Content

05:41 Exploring AI Experience vs User Experience

08:01 The concept of AIX (AI Experience)

10:59 Designing for Two Different Audiences

16:13 Two-track vs one-track web

25:46 Can AI agents drive trust?

32:03 Navigating Google's Guidelines for Brands

36:43 The Future of AI and Brand Representation

43:03 The Impact of AI on Advertising and Monetisation