Picture this: In the not-so-distant future, the way we connect to the internet might ditch the familiar web browser entirely, swapping it for clever voice assistants or AI helpers that listen intently, process information swiftly, and provide concise, insightful replies instead of overwhelming lists of clickable links. It's a thrilling transformation, isn't it? Suliman Gaouda, who serves as Regional Vice-President for Middle East & Africa at Sitecore Middle East, cautions us that folks aren't wasting time scrolling through endless search pages anymore—they're posing direct questions and craving straightforward answers that cut through the noise.
This evolution from leisurely browsing to quick, summarized briefings isn't merely a small tweak; it's a complete overhaul of how humans and machines interact. Companies that stubbornly hold onto outdated ideas of driving clicks and tracking impressions might soon find themselves overlooked in an era where smart assistants act as the primary guardians of user attention. But here's where it gets controversial... Are we trading the joy of exploration for convenience, potentially stifling creativity and serendipitous discoveries on the web? Let's dive deeper and see.
The New Front Door: Assistant-Mediated Journeys
Under this new model, your customer's initial interaction with your brand could kick off not via a search engine like Google, but through devices like Alexa, Siri, or cutting-edge intelligent interfaces. Instead of users manually picking from a bunch of competing options, these assistants are expected to eliminate confusion by condensing information and offering reliable, definitive responses. For beginners, think of it like having a super-efficient librarian who doesn't just point you to bookshelves but reads the key passages aloud and summarizes them on the spot.
Gaouda passionately notes, 'Assistant-mediated journeys are rapidly emerging as the premier gateway for user engagement.' The focus shifts away from chasing clicks toward ensuring your content is easy for machines to comprehend, accurate, and digestible. Brands need to rethink their approach: content shouldn't be a lifeless, unchanging file but a dynamic, well-organized framework—tagged with meaning, broken into parts, and searchable. Those who prioritize simplicity and uniformity will shine brightest in the 'voice feeds' of the future. As Gaouda puts it, 'It's not about racking up massive click counts anymore; it's about guaranteeing your data is precise, logically arranged, and effortlessly interpretable for algorithms.'
This isn't just theoretical dreaming—real data backs it up. McKinsey's State of AI 2025 report indicates that 71% of businesses now incorporate AI into at least one operational area, a jump from 65% the previous year, speeding up how we all access and utilize information. Imagine a world where you ask your assistant, 'What's the best vegan recipe for dinner?' and it not only pulls up a recipe but suggests personalized substitutions based on your pantry— that's the kind of seamless experience we're heading toward.
Trust, Transparency, and the AI Differentiator
KPMG's 2025 Customer Experience (CEE) Report highlights that brands in the UAE bounced back with a 1.5% improvement in customer experience scores, surpassing the global norm. The report underscores that in this AI-driven landscape, building trust, openness, and genuine care for users are more critical than ever.
Gonçalo Traquina, Partner and Head of Customer Transformation at KPMG Lower Gulf, shares, 'This year's data points to widespread enhancements in customer happiness and service standards across industries. It demonstrates that tech investments are yielding results, but as more UAE companies embrace AI, they must ensure these interactions feel authentically human. Our studies reveal that empathy isn't an optional extra—it's a crucial element that fosters trust, customizes experiences, and drives real business success for both companies and consumers.'
This echoes Gaouda's guidance: 'In today's world, gaining visibility means earning the trust of digital assistants and bots. Brands should concentrate on delivering dependable, uniform info and steer clear of flashy, distracting marketing fluff. Be upfront, disclose your sources, and honor user privacy.'
Practically speaking, this turns credibility into a valuable asset. To excel in an AI-dominated space, every detail—from facts and claims to the overall vibe—must be grounded in honesty and compassion, steering away from exaggerated hype. And this is the part most people miss: Could prioritizing 'human-like' AI actually lead to a paradox, where machines mimic empathy better than humans, making real relationships feel outdated? It's a fascinating angle worth pondering.
The New Commerce: From Question to Checkout
One exciting outcome of this briefing-focused setup is that the path from curiosity to buying something is getting dramatically shorter. Gaouda forecasts, 'Thanks to these advanced digital helpers, individuals can leap directly from a query to completing a purchase without unnecessary detours.'
This paves the way for innovative ways to make money—like offering recurring subscriptions, tailored product packages, or enabling buys right through the assistant. In a region witnessing a boom in digital adoption, the stars are aligned: 90% of GCC CEOs anticipate sales growth this year, with 70% confident that generative AI will boost profits in under a year.
'The UAE's optimism around AI sets up an ideal stage for local brands to spearhead the next era of clever customer interactions,' Gaouda adds. 'By linking their materials and offerings to these assistants, they can pioneer more intuitive, individualized experiences.'
At Sitecore, this future is realized via flexible digital platforms like XM Cloud, Content Hub, and CDP, which unite managed content with APIs that assistants can directly leverage. This doesn't just help people find you—it prepares your content for instant transactions, like ordering groceries via voice command without ever opening an app.
Rethinking Infrastructure for the Agent Era
This transition to briefings goes beyond just user interfaces; it demands a solid underlying structure. Gaouda explains that organizations require interconnected, secure, and adaptable systems, featuring live data streams, strict information management, and tools that enable smooth collaboration across different platforms.
In the UAE, robust data protection regulations and local cloud services lay a sturdy groundwork. Yet Gaouda warns that mere legal adherence isn't sufficient: 'Firms that develop transparent, effectively governed setups will be primed for upcoming digital assistants.'
To succeed, companies must redesign their data setups to allow assistants to retrieve, understand, and respond ethically and contextually. For example, think about how a bank assistant could securely access your history to recommend personalized savings plans, all while keeping your info locked down.
Ethics, Regulation: When AI Speaks for You
As digital assistants take on the role of representing your brand, responsibility becomes paramount. Gaouda emphasizes, 'If AI voices your company's message, you're accountable for every word they utter.'
In regions like the UAE, with stringent data and AI rules already in place, self-imposed guidelines are just as vital. Gaouda advocates, 'Organizations ought to be candid about AI usage, log all engagements, screen for prejudices, and ensure human oversight in critical choices.'
Drawing from KPMG's ethical AI structures, principles like clarity, supervision, and human insight must support every AI-driven exchange. Routine checks, bias checks, and traceable data origins will become essential—not only for meeting rules but for maintaining reputation. But here's a controversial twist: In a world where AI handles so much, are we risking over-reliance that could amplify inequalities, like favoring tech-savvy users while leaving others behind? It's a debate that sparks strong opinions.
The Road Ahead
The internet's future isn't vanishing, but it will operate behind the scenes, hidden by interfaces. As AI mediators shape what we encounter, see, and acquire, standing out will hinge on being the reliable voice whispering in the assistant's ear. Entities that organize, regulate, and infuse humanity into their content will be the ones amplified. Those that fail might vanish into the shadows of algorithms. Gaouda wraps it up by saying, 'Companies crafting transparent, well-regulated networks will seamlessly integrate with future assistants and innovative experiences.'
So, what do you think? Will this AI-powered shift democratize information access, making the web more inclusive, or will it concentrate power in the hands of a few dominant platforms? Do you welcome the convenience, or fear losing the thrill of personal discovery? Share your perspectives—and any disagreements—in the comments below. Let's discuss!
