Companies that Serve Both Humans and AI Will Survive

Adapting to a Dual Audience

WordPress VIP's CTO, Craig Hale, spoke at an event in June 2026, outlining the future of search engine optimization and more. The rise of AI has changed how websites are built and used. Websites must now cater to two distinct audiences: human users and AI agents.

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The way people interact with websites has undergone a significant shift with the increasing presence of artificial intelligence. For decades, websites were primarily optimized for search engines like Google. Now, with AI agents becoming more prevalent, websites need to be designed with both humans and AI in mind.

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Craig Hale argues that companies must adapt to this new reality to survive. Those that can effectively serve both human and agent audiences will be the ones to thrive in the future. This requires a fundamental change in how websites are designed and optimized.

Hale believes that traditional search engine optimization techniques will need to evolve to accommodate AI agents. Websites will need to be optimized not just for search engines, but also for AI-powered interfaces. This may involve new strategies for content creation and presentation.

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The implications of this shift are far-reaching, with significant consequences for companies that fail to adapt. Those that can successfully cater to both humans and AI agents will be well-positioned for success in the future.

What does the rise of AI mean for website design? The rise of AI means that websites must be designed with both human users and AI agents in mind, requiring a fundamental change in approach. How will SEO techniques need to evolve? SEO techniques will need to evolve to accommodate AI agents, involving new strategies for content creation and presentation. What are the consequences for companies that fail to adapt? Companies that fail to adapt to the new reality of serving both humans and AI agents risk being left behind.