Rolling back the clock, when I started Propeller 28 years ago I was rocking a blazing 28.8 modem and the Backstreet Boys and Spice Girls were killing it! Netscape was my browser and the animated gif (WITH A HARD G) was the rage. Then came ecommerce and eventually the big dive into mobile. Mobile was big. Mobile was the first major shift that forced fundamental changes to web design and technology to enable us to communicate through a very very tiny screen. 

Today, we're facing a similar, perhaps even more profound, paradigm shift driven by two converging forces: the essential need for website accessibility and the transformative potential of AI chatbots. These two areas will and already are fundamentally reshaping how we design, build, and how users interact online, pushing us towards building "smarter websites" that deliver greater value to both the user and the brand.

1. AI Chatbots become a (or the) primary element of websites, reducing the need to navigate extensively beyond the homepage for specific tasks and driving value through enhanced user interaction and data gathering.
2. Website accessibility is shifting from a perceived cost to a clear value, as WCAG compliance offers better usability for all, enhanced SEO and AIO, increased engagement and conversion, and reduced risk of ADA lawsuits.

AI Chatbots - From Bolt-On Accessory to Website Core

The chatbot isn't exactly new. They've been evolving in the past decade from basic machine learning if-then structured AI. But since GPT and the large language model explosion that has followed, the chatbot has become wicked smaat, as we say in the east. Crucially, this evolution also includes the ability for more fluid, natural conversations, often including voice interaction – essentially allowing users to talk to a website. But we're just in phase one of the chatbot evolution. While it can currently provide information back to the user, its future is as an agent that can perform tasks for the user.

What Chatbots Can Do Today

• 24/7 Automated Support: Instant answers on product/service availability, pricing and FAQs.
• Personalized Guidance: Recommend products, services or content based on user input.
• Multilingual Handling: Detect and respond in the user’s preferred language or locale.
• Rich Media Delivery: Embed images, videos, documents or interactive elements directly in the chat.
• Seamless Human Handoff: Escalate complex or sensitive queries to live agents with full context.
• Proactive Alerts: Push notifications for updates, promotions or reminders.
• Lead Qualification: Capture contact details, preferences and intent for your CRM or marketing tools.
• Basic Transactions: Add items, bookings or appointments to a “virtual cart” when back-end integration exists.
• Interaction Analytics: Track usage trends, drop-off points and sentiment to optimize flows.

Chatbots of Tomorrow: From Customer Service to Sales Agent

So far, chatbots have basically served as a customer service assistant trained on FAQs mostly. That has been stage one. Where we're headed toward are chatbots with hooks into the backend of systems to enable the chatbot to become an "agent" that can take actions. We're finally reaching the point I've dreamt of for many years: the website becomes a digital concierge.

The next step for Chatbots

• Low-Code System Integration: Connect to CRM, ERP, inventory, billing and other back-office systems without custom development.
• In-Chat Commerce & Ordering: Browse catalogs, manage carts and complete checkout entirely within the conversation.
• Built-In Payments: Authorize and process secure transactions on behalf of users.
• Coordinated Multi-Bot Workflows: Orchestrate specialized bots (sales, support, operations) to handle end-to-end tasks.
• Sentiment-Driven Actions: Detect customer emotion or urgency and trigger priority routing or manager alerts.
• End-to-End Automation: Execute the full user journey—from inquiry through confirmation—without manual intervention.

The difference is two things. One is system integration into CRM, ERP, etc. The other is gaining the capabilities of an Agent. An Agent that can take action.

As we shift into ERP-integrated chatbot agents, our chatbot's capabilities to serve the visitor really explode.

"Here is an image of me. Show me that sundress on me in 3 different colors that you have in my size and in stock... Great, I dig the yellow one... Add that to my cart."

"Do you have a store near me that also has it in stock? How much is it there compared to online?"

"What’s the status on my last order?"

This then begs the question: Will users even need to navigate past the homepage? Yes, of course the “browsers” of the world often will, but the “searchers” won’t. People still value browsing – following a scent to find what they didn’t know they were looking for. Yet others are on a mission and don't have that time. We believe there are many use cases and specific applications where chatbots will fundamentally improve the user experience.

Specialized AI Chatbots for Specific User Journeys

In my crystal ball, one bot won't fit every need. Imagine a primary chatbot could merge organically with site search, perhaps located in the top right corner – maybe represented by a familiar magnifying glass icon with a bit of AI sparkle. This single point of interaction would allow users to engage in a natural language conversation to find products, services, or information. It could provide options to either link the user out to relevant content or simply pull it into a dynamic view window on the homepage.

But I think there will be more specialized bots for activities like comparing products, acting like a knowledgeable sales assistant to help users weigh options through a Q&A. Another bot could assist specifically during the checkout process, answering last-minute product questions or suggesting complementary items, much like the helpful "Wizards" of the past, but with far greater conversational intelligence and access to real-time data.

Specialized Chatbots for Specific Industries

Each industry has commonly shared user scenarios. Take ski resorts (my people). Get Ski Bots is a good example of an industry-specific chatbot that is pre-trained on all the basic FAQs plus the unique jargon of skiers and riders. It can then be customized to take on the resort's brand tone and style, as is common but its starting from an advanced point with a strong basis of trainging on best practices for guest interaction. As they build integrations into all the third party providers for CRM, booking, ecom, rentals, dining, etc... this will really "come alive" as one might say. 

We are very close to being able to have engagements that can serve as a digital concierge.

Guest: "I’d like to plan a visit to your resort for myself, my husband and two kids - ages 4 and 9. With this crazy economy, we need to watch our pennies. Here are the two windows during the kids’ vacations. In addition to lodging for 4 nights, we’d like to ski for 3 days - the kids will need rentals and equipment. I’d also like to book a private family lesson. What days would be the cheapest?"

Bot: "I hear ya on this economy, but don't worry, I'll score you the best deal I can. Let's start with dates and we'll book your entire visit" 

And from there, a conversation starts that leads to not only a better experience for the guest, but maximum revenue for the resort.

AI Chatbots for Enhanced Customer Data and Personalization

Such conversational bots also unlock massive opportunities to gain deeper, more nuanced customer data. When integrated with CRM systems, these bots can use the conversation to gather incredibly granular insights into customer preferences, history, behavior, and even emotional cues to answer such basic questions: how does the customer sound? Satisfied, unsatisfied… or perhaps frustrated (maybe a manager should be alerted).

AI with emotional intelligence could provide entirely new metrics on user sentiment. This detailed understanding allows for highly personalized experiences and targeted marketing. The value offered by a truly helpful AI navigator can be a strong incentive for users to register or sign in, providing businesses with valuable first-person data directly from the source.

Of course, some may still prefer the traditional methods – exploring the site via navigation or perhaps calling the front desk hoping to get information. But this conversational approach offers clear benefits. Once consumers and brands realize how much more efficient and effective this is, the website experience will likely evolve quickly.

AI Chatbots Improve Usability for Seniors and Users with Disabilities

The ability to interact using natural voice, just like talking to another person, is a major advancement that removes traditional barriers for many. Ultimately, the addition of written or voice conversational chatbots will increase usability for all users, and this is particularly significant for our digital seniors and people with disabilities. Interacting with a website through natural language often provides a simpler and more intuitive experience than navigating complex menus, clicking through multiple pages, or deciphering visual layouts. It removes potential barriers presented by traditional interfaces, making the website experience more direct and accessible. This fundamental enhancement to usability underscores the growing importance of accessibility as a core principle in web design, leading us to the next crucial area...

And there’s my segue…

Website Accessibility & WCAG Compliance

Currently, I feel many people mistakenly see web accessibility and WCAG compliance primarily as a cost to avoid lawsuits. As a result, organizations frequently delay their accessibility efforts. These are probably the same types who were hesitant about the shift to mobile. And for a time, building a responsive site came at a premium cost. Eventually, being mobile-friendly became standard practice and was expected by clients.

Digital Accessibility: Shifting from Bolt-On to Standard Practice in Web Development

Taking a “Universal Design” approach that considers accessibility and WCAG compliance right from the beginning is a point we are finally reaching. It has taken a while, and while its sad that it has only been due to fear of lawsuits that has brought us here, instead of the recognition of not just ethical duty as corporate citizens…. but as capitalists looking to expand markets and improve the entire user experience such that it becomes easier to engage and convert.

Now we’re moving towards accessibility being baked into the entire process, from the initial planning to the final code. Meeting accessibility requirements and ethical obligations is crucial, but true accessibility is about crafting fundamentally better websites – sites designed for a smoother experience for everyone.

WCAG Compliance Improves Universal Usability for All Users

A site that follows WCAG principles is almost always more usable, more intuitive, and more effective for everyone interacting with it, regardless of their ability. It improves clarity, navigation, and ultimately, engagement and conversions – helping users achieve their goals. This focus on universal usability is becoming increasingly vital as we design for "digital seniors"—the Baby Boomer generation who benefit not just from larger text, clearer contrast, but simpler uncluttered user experiences… as we all would. These needs overlap significantly with inclusive “universal web design” practices and what we now see as just practical web design principles, highlighting that designing for older users inherently makes a website easier to use for everyone. Prioritizing an accessible, easy-to-use experience isn't just about inclusion or compliance; it's a strategic move to serve a huge and influential user base.

WCAG Compliance is Key for AI Agent Optimization (AIO)

Furthermore, having this accessible structure in place is key to navigating the next phase: Artificial Intelligence Optimization (AIO). For years, we've focused on SEO – how to get noticed by search engines. Now, as AI assistants and agents become more capable, browsing the web and acting on behalf of users, we need to design sites they can easily understand. And this is key, because I anticipate it will not be long before the volume of visits comes from an AI Agent versus a human.

The good news? Much of what makes a site great for traditional SEO and user experience also makes it great for AIO.

• Structured content, clear navigation, proper labeling, and semantic HTML all help AI parse information effectively.
• WCAG compliance is huge here – accessible websites, by their nature, are more structured, better labeled, and machine-readable, providing clear pathways for AI.
• Alt text describes images, form fields are clearly marked, and content follows a logical order – all things AI can process much more effectively.
• Websites built with a strong foundation in accessibility already have a significant advantage in the AIO landscape. Focusing on rock-solid, accessible, well-structured content is the best way to prepare for a digital environment where AI agents are common users. This is why services like website accessibility remediation and ADA remediation services are becoming so critical – they ensure sites have the fundamental structure needed for both human users and AI agents to interact smoothly. We help clients with WCAG remediation services and fixing website accessibility issues by implementing accessibility fixes during the website development process, ensuring their sites are ready for future developments.

Wrap Up: Navigating Towards the Future, Thoughtfully

So, what's the takeaway? The web's next evolution feels like it's about integration and intelligence, like understanding all the elements that make for an accessible journey for everyone. AI chatbots are set to transform how users directly interact with sites, becoming powerful interface and sales tools – our trusted digital navigators, often integrated with search. Accessibility is moving from the fringes to the foundation, providing benefits not only for human users of all abilities and ages but also for the AI agents that will increasingly interact with our sites.

Here at Propeller, we're excited by these shifts. It's a chance to blend our nearly three decades of experience as an experienced web design team with our deep commitment to accessible web design services and a pragmatic, forward-thinking approach to AI. We believe the future lies in creating digital experiences that are smarter, yes, but also more intuitive, more inclusive, and ultimately, more human—even when we're designing for bots. It's about applying that Vermont spirit of craftsmanship and ingenuity to build a better web for everyone – crafting solid structures and understanding the digital terrain. The digital landscape might have some challenging areas as AI evolves, but by focusing on these core principles, reading the signs, and choosing the right path, I believe we can navigate it successfully and help our clients do the same. If you're looking for a local web design company Vermont or need help with Burlington VT website accessibility to ensure your site is ready for the future, we're here to help you navigate.