The end of search as navigation
Bastian Grimm's SEOkomm 2025 keynote cuts straight to the structural shift: generative AI is becoming the interface. The classic website as primary touchpoint loses relevance when Level 3 agents — autonomous systems that execute tasks and only pull in humans when needed — handle everything from research to booking. Grimm frames the progression clearly: communication moves from human-to-interface, to human-to-machine, to machine-to-machine. For anyone building on the web, the target audience is no longer just browsers — it's LLMs interpreting, recomposing, and delivering your content as direct answers.
The practical implication is data architecture. AI Overviews in SERPs have stagnated since mid-2025, but that's surface-level calm. Underneath, AI discoverability is the new currency. Unstructured data is useless to agents — clean ontologies, semantic clarity, and proper data governance are the prerequisite. Grimm also flags Google's Project Mariner (autonomous web agents from DeepMind) and the Natural Language Web paradigm, where keyword-based navigation gives way to conversational interaction.
This matches what we've been building at KLIXPERT.io — the shift toward agentic thinking isn't theoretical anymore. If your content and data aren't structured for machine consumption today, you're optimizing for an interface that's already fading.