Reclaim the Web, Make Brand Experiences Matter
As a branding curator, I rarely call anything urgent, but this essay deserves immediate attention. Sam Belt maps how templates and conversion orthodoxy drained websites of personality, creating a silent, forgettable web. He warns that AI and agentic commerce will accelerate this trend, turning sites into commoditized databases. The piece argues for a necessary split, building a machine readable backend for agents, and a human focused front end that celebrates imagination, storytelling, and sensory detail. For strategists, designers, and founders, this perspective reframes digital experience as the new brand battleground and market advantage today.
Read it to learn how to feed machines the structured data they need, without surrendering your front end. Sam outlines vivid examples, from Nike to Tony’s Chocolonely, showing how brand and code can create joyful, memorable experiences. He offers a practical, visionary playbook for using AI as a creative partner, not just an automation tool. If you care about differentiation, pricing power, and long term growth, this piece is required reading. It will change how you prioritise product roadmaps, design briefs, and the way your brand shows up online. Read it, then act now.
Source: uxdesign.cc
