Short answer: AI does not make websites obsolete. It makes them more important, but in a new way. When people ask ChatGPT, Gemini or Google AI about a company instead of visiting its website, the AI pulls its answer from the content the company has structured and made available. A company without well-structured, machine-readable content disappears from AI answers. A company with it becomes the source the AI cites. The website stops being a place people visit and becomes the knowledge base the AI answers from.
That is exactly where an AI customer service tool like Karla creates value: not only by answering questions on the site itself, but by making the company's knowledge structured, up to date and citable for the AI models your customers already use.
The concern is understandable. Direct website visits are falling for many companies, because people increasingly get their answers straight from an AI tool. Instead of clicking into five websites, they ask ChatGPT or Google AI one question and get a single combined answer.
The conclusion many draw is: "If fewer people visit my site, why invest in it?"
But that conclusion rests on a misunderstanding of where the AI gets its answer from. The AI does not invent information about your company. It pulls it from sources it can read and trust. If your website does not deliver that information in a format the AI can use, you are not mentioned. A competitor is.
Modern AI search works by retrieving specific passages of text from external sources and assembling them into an answer. This is called retrieval. For a company to be cited, its content has to meet three conditions:
It must be readable by AI crawlers, meaning not technically blocked. It must be structured so the answer to a specific question can be extracted as a standalone passage. And it must be up to date and factual, so the model judges it as trustworthy.
An ordinary website is rarely built with this in mind. Information is scattered, outdated, or hidden in formats AI cannot interpret. The result is a company that has the knowledge but does not get found.
An AI customer service tool like Karla builds a single knowledge base from the company's own content: sitemap, FAQ, uploaded PDFs and data feeds. That knowledge base is structured, up to date and built to answer specific questions directly.
This delivers two benefits at once. On the website itself, Karla answers visitors' questions instantly, based on the company's own data. And the same structured content makes the company's knowledge far easier for AI models to retrieve and cite, precisely because it is organised as questions and answers with factual content.
Instead of accepting that AI dilutes the website, you flip the picture: the website becomes the foundation the AI answers stand on.
It is true that Google shows AI-generated answers directly in the search result, keeping the user in the search field instead of clicking through. But the content Google assembles its answer from still comes from companies' websites. The company whose content is most clearly structured and answers the question most directly is the one pulled into the AI answer. Being invisible on your own website means being invisible in Google's AI answers. Being well-structured means becoming the source that gets shown.
Companies that use Karla to structure and answer their customer enquiries see measurable results every month.
Klar Forsyning
Klar Forsyning gets citizens to the right answer faster, with over 300 targeted searches and more than 2,100 messages across over 700 unique citizen conversations every month.
Givskud Zoo
Givskud Zoo saves over 125 staff hours per month because routine enquiries are answered automatically. Karla handles more than 4,100 messages and guides over 1,200 unique conversations per month, around the clock.
Duka Ventilation
Duka Ventilation resolves over 400 conversations per month without involving the service team and answers more than 1,800 messages, from technical questions to product advice, 24 hours a day.
No. Dropping structured AI content because direct visits are falling means removing the very foundation the AI answers pull from. Falling direct visits are not a sign that the website's content has become less important. They are a sign that the content is increasingly consumed through AI rather than through clicks. The value shifts from visits to citations. Companies that build that bridge now capture the visibility while competition for it is still low.
No. AI pulls its answers from website content. A website with well-structured, machine-readable content becomes more important, because it becomes the source the AI cites. A website without it disappears from AI answers.
By having content that can be read by AI crawlers, is structured as specific questions and answers, and is factually up to date. An AI customer service tool like Karla builds that structure from the company's own sitemap, FAQ, PDFs and data feeds.
A chatbot answers questions on the website itself. Visibility in AI search means the company's content is also retrieved and cited by external AI tools like ChatGPT and Google AI. Karla delivers both, because the same structured knowledge base is used for both purposes.
No. Google's AI answers are assembled from website content. Without well-structured content on your site, you do not get pulled into Google's AI answers.