“Brand Websites Must Evolve from Information Hubs to Discovery Engines,” said Senthil Kumar Hariram
Date: 06th July 2026, 10:00 AM
Location: Mumbai
As AI platforms, social media, and digital marketplaces increasingly influence how consumers discover products, the role of brand websites is undergoing a fundamental transformation. In an industry feature, Senthil Kumar Hariram, Founder and Managing Director, FTA Global, shared his perspective on how brands should adapt to this changing landscape.
He explained that while consumers may begin their discovery journey on AI assistants, social platforms, or marketplaces, brand websites continue to play a critical role in building trust, validating information, and driving meaningful engagement. Rather than serving only as digital brochures, websites must become intelligent content ecosystems that support both human users and AI-driven discovery.
Senthil also highlighted that businesses should focus on creating structured, authoritative, and experience-led websites that answer user intent and strengthen brand credibility across multiple discovery channels. As AI-generated recommendations become more influential, a well-optimised website will remain a key source of trusted information for both consumers and large language models.
The discussion reinforces that in the age of AI-powered discovery, the purpose of a brand website is no longer just to attract traffic, but to establish authority, trust, and long-term visibility.
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