As Artifical Intelligence (AI) continues to reshape how people find and use information, many organisations are asking what an “AI-ready” website really looks like. A recent iNetwork working session, developed through the Digital Web Managers Peer Support Group, explored this question in depth and the conclusion was clear: success with AI doesn’t start with technology, it starts with content.
AI is already influencing how information is discovered, whether through search engines, AI-generated summaries, or chatbots. While many organisations are beginning to experiment with these tools, they are also encountering new challenges. AI can surface outdated or incorrect information, combine content in unexpected ways and reduce visits to websites altogether as users rely on quick answers. At the same time, users often place a high level of trust in these responses, even when they are flawed.
Despite this lack of control over how external AI behaves, organisations do have influence where it matters most. High-quality, well-structured and up-to-date content is far more likely to be surfaced accurately. However, in order to achieve this, organisations need to invest in and prioritise strong governance which includes clear ownership, regular reviews and consistent standards. In one way, AI generated summaries are doing us a favour, they are able to act as a spotlight, exposing weaknesses that may have already existed in our content.
There is also a significant opportunity. When supported by good content, AI can make services more accessible, offering faster answers, clearer language and more inclusive experiences. It can guide users through complex journeys, reduce barriers for those with low digital confidence and support staff with quicker access to information. But these benefits depend on having the right foundations in place.
Rather than rushing into deploying AI tools, organisations are finding value in stepping back. This means improving content quality, removing outdated material, reducing reliance on PDFs and designing websites around user needs. It also involves investing in monitoring and understanding how AI tools present your content and where issues might arise.
Just as importantly, there is a growing recognition that content must be treated as a strategic asset. Helping teams understand that “content is data” is key to building readiness, alongside developing shared guidance, improving skills and aligning activity with accessibility standards.
Ultimately, an AI-ready website isn’t defined by the tools it uses, but by the strength of its foundations. Clean, structured, user-focused content, supported by clear governance, creates the conditions for AI to work effectively. Only then can organisations confidently layer AI on top to enhance services.
If you found this article useful, you are invited to join the next Digital Web Managers Group meeting on Wednesday 29th July, 2pm-3pm, aimed at those Digital Web Mangers roles, the discussions includes topics; intranets, council websites and accessibility. This event is open to all individuals from the public sectoran dnot limited to iNetwork members, find out more and register for a ticket here.