Yesterday at Analytics Summit, someone asked the amazing Simo Ahava how he envisions web analytics in the next 5–10 years.
His answer was spot on:
“I don’t know what’s gonna change, but I do know what’s not going to change: team silos and broken collaboration.”
True.
But it got me thinking…
💡What if we won’t even have a “web” to analyse anymore?
What if there are no browsers, no websites.
At least not in the way we know them today?
What if the future of the internet is an omnipresent LLM chatbot, a single interface that is the internet?
In that world, brands won’t build websites or apps.
They’ll just make great products, and market them through chatbots.
Think of partnerships. Licensing deals. Sponsored results.
Imagine booking a flight:
“Hey ChatGPT, book me a flight from X to Y.”
“Sure, here’s your booking.”
Maybe the backend is Booking.com, but I’ll never see it.
At that point, “web” analytics becomes brutally simple:
“How many bookings did ChatGPT send us this month?”
Unless your brand is strong enough that people ask explicitly:
“Book me a flight with Booking.com.”
Then, once again, what truly matters is your brand. Nothing else.
This is the essence of the AI Marketing revolution unfolding before our eyes, right now.
Can’t wait to see how this unfolds!
