The Economist is working on a website for the 'two-track web' (one for us, one for AI)
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About this episode
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
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