MCN 2026

The rise of generative AI interfaces, from conversational search to autonomous agents, is quietly dismantling some of the most foundational assumptions of web publishing. Traffic patterns are shifting. Zero-click interactions are rising. Content that once drove users to a website is increasingly consumed before a visit ever happens. This panel session explores what these changes mean in practice for organizations that have invested heavily in their web presence: how to think about visibility in an AI-mediated landscape, what "reach" means when your content is an input to someone else's model, and how the role of the website is changing from destination to signal. The death of the website is the wrong question, but the right instinct: what is actually dying is a set of assumptions about how people find, access, and relate to content online. Rather than declaring the website dead, this panel makes the case for a more nuanced transition that requires content strategists, developers, and digital leaders to fundamentally rethink what a website is for.