Phil RisherPhlash Consulting · No. 1 Digital Marketing Consulting Company For $1m-10m Home Service Businesses 🚀

Your website was the center of everything.

20 Oct 2026 · 1 min

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In this brief presentation, Phil Risher explains how AI agents such as Google AI mode and ChatGPT are fundamentally changing the traditional customer journey. He outlines the classic flow—search, visit a website, read content, compare options, then call or book—where the website serves as the central hub. Risher then contrasts this with a new paradigm where the user asks an AI assistant to research, compare, and answer questions about businesses, and the AI interface itself becomes the central point of interaction, often eliminating the need for the user to ever visit a company’s website.

Chapters

This is what happens when agents are replacing the old customer journey. Search happens on Google. Then you go and you research and you go to a website and you read some pages and then you compare options on your behalf. Then you might call the business, then you might book or you might fill out a form. The website was the center of the journey. This is why it's such a big paradigm shift. The new journey is this. You ask AI, Google AI mode, ChatGPT, whatever it is, and it researches options for you. Then it can compare businesses side by side for you based off of the questions that you ask. And AI answers those questions. And helps you take action, the AI interface becomes the center of the journey. They never actually go out to your website.