Two Paths

By Graeme Blake, CEO of Blutui

Two years ago at Cannes, the year ChatGPT blew up conversations all along la Croisette. I found myself caught in an impromptu debate, it was an all Aussie/Kiwi slug-fest. For once it wasn’t about rugby, not about cricket, or even dodgy underarm bowling or ball tampering, those rat-bastards.

The Campaign Brief Welcome Drinks was ambushed by predictions of the future of digital engagement, with bold prophesies that AI agents would soon render conventional websites obsolete.

Some argued that human browsing, scrolling, reading, enjoying the storytelling, was on its way out. Others claimed that humans, by nature, would never let go of their love for voyeurism and exploration. Not typically a fence-sitter I sat there, thinking about both sides, and what became abundantly clear: they were both right.

The future of digital engagement won’t be a single, monolithic system. It will be at least a dual ecosystem, an interplay between humans and AI agents, each carving their own distinct paths through the online world. And for agencies and brands, this isn’t a challenge to fear; it’s an opportunity to reimagine how we connect with our audiences.

Please, let me explain.

Rise of the Machines AI Agent

If you’ve ever screamed at Siri to book you an appointment or prompted ChatGPT to write an email, you’ve had a glimpse of what’s ahead. AI agents are evolving at an astonishing pace. Soon, they’ll do much more than just answer questions or send reminders, they’ll be negotiating, filtering, and making decisions on our behalf.

Imagine a traveler heading to Auckland asking their AI agent to “find me a five-star hotel with ocean views for under $300 per night.” Within seconds, the agent scours every booking site, compares offers, checks reviews, and secures the best deal. The traveler doesn’t see one single banner ad, or read a single description.

For brands, this flips the script. The art of persuasion will no longer be aimed solely at humans. AI agents won’t be swayed by glossy images or clever headlines; they’ll care about raw data, metadata, pricing, environmental credentials, performance ratings. Winning over the agent will mean mastering the science of optimization, not the art of romance, the allure of a Super Bowl star or the most personalized storytelling.

At Blutui, we’re already preparing for this shift. Agencies will need tools to design for these algorithmic “gatekeepers,” to create content that’s as appealing to an AI agent as it is to a human. But, and here’s the catch, humans remain a big part of marketing’s future.

Doom Scrolling

While AI agents promise efficiency and convenience, there’s something deeply human about discovery. For some it’s truly old skool, the tactile turning of a page that sets the senses alight, for most its the scroll, we’ll often want to take the scenic route, wandering through websites, scrolling past beautiful photography, and getting lost in a meaningful tale.

Think of it this way: that same traveler to Auckland could just as easily ignore their AI agent and decide to browse hotels the old-fashioned way. They might stumble upon a boutique hotel’s website, be drawn in by its sweeping shots of the Waitematā harbor and an evocative story about the generations of family who built the business. Sounds expensive right? They might read about the sustainable materials used in its design, be intrigued by the architecture, see proof in the images of the care poured into every detail, and actually feel something, a connection.

An AI agent could never replicate that type of engagement.

And that’s the bizarre beauty of this dual ecosystem. We’re not abandoning one way of engaging for another; we’re creating space for both. For the human who wants to scroll and feel, and for the AI agent tasked with a quick sort and decide.

Design for Two Worlds

This duality, AI agents on one side, humans on the other, isn’t a problem to solve. It’s a new reality to embrace, a service to offer.

At Blutui, we’re building for this future. Our platform is designed to give agencies the flexibility to create for both worlds, whether they’re crafting data-rich, AI-friendly content or immersive, story-driven experiences for humans.

It’s why we’re investing in modular tools like Cassettes, allowing developers to experiment and build across multiple formats simultaneously. It’s why we’re exploring how metadata and AI-readiness can sit alongside great design and storytelling. Because in this new ecosystem, both must be mastered.

Two Paths Converge

Here’s what I believe . . . the near future of digital engagement isn’t about choosing one path over the other. It’s about delivering both well, with human intent and algorithmic aplomb.

As AI agents take on the mundane and the transactional, humans will still seek the humanity, cerebral connections and inspiration. Agencies that understand this, speak the language of both algorithms and emotions, will lead the way.

So, next time someone tells you websites are dead, or that storytelling doesn’t matter anymore, remind them of this: humans and AI agents aren’t rivals. They are different travelers, taking different paths. And for those of us building that landscape, the opportunity is extraordinary. Let’s create something that speaks to them all.

Graeme Blake
CEO, Blutui