your next customer might never visit your website
In this segment, Phil Risher argues that traditional websites will become obsolete as primary customer touchpoints within the next three years. He showcases Muse, an AI agent capable of handling end‑to‑end consumer requests—searching for service providers (e.g., HVAC contractors), designing solutions (e.g., garage storage), scheduling appointments via Gmail, and automatically completing web forms on a business’s site. Risher envisions a future where such agents no longer interact with static websites; instead, they communicate directly with a business’s own AI agent, with the website serving merely as a structured knowledge layer. He refers to this layer as an Open Knowledge Catalog (OKF), a proprietary knowledge base that can be trained to understand and act on behalf of the business. Risher explains that his company is building custom OKFs for clients to enable seamless agent‑to‑agent interactions, positioning this capability as the next evolution of marketing.
