Bloomberg Businessweek Web Surfing in the Artificial Intelligence Era
Nov 17, 2025
Linda Tong, CEO of Webflow, an AI-native website experience platform, dives into the future of web design. She discusses the split between user-friendly websites and those optimized for AI bots. Tong introduces answer engine optimization (AEO), highlighting its focus on authoritative content rather than outdated keyword tactics. As AI-driven traffic rises, AEO is reshaping discovery and conversions by attracting more intent-driven visitors. She also touches on the evolving role of ads within AI answer engines and the changing landscape of online user control.
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Websites Must Serve Humans And AI
- Websites must serve two audiences: humans and AI systems indexing content for LLMs.
- Linda Tong says sites now need structure and content tailored to be AI-readable and indexable.
Answer Engine Optimization Replaces Old SEO
- AEO (answer engine optimization) replaces old keyword-stuffing SEO and prioritizes authoritative content and structure.
- Linda Tong argues AEO rewards depth and richness over fluffy marketing keywords.
LLM Agents Are Driving Major Traffic Shifts
- Traffic from LLMs and agents is rising sharply and changes top-of-funnel dynamics for many sites.
- Linda Tong reports this agent-driven traffic can reach as much as half of some companies' funnels.