Businesses entering the post-AI ChatGPT era

April 2, 2025

Answer Engine Optimization (AEO) versus SEO and AI-Driven Traffic

In the post-ChatGPT era, brands must confront a new reality: Answer Engine Optimization (AEO) – optimizing to be the direct answer for ChatGPT, Claude and other AI-driven assistants and agents.


Instead of traditional SEO (where the goal was to rank on a human-facing Google search page), businesses now need to ensure their brand information is easily consumable by AI “answer engines” like ChatGPT, Google Gemini, or Claude who recommend businesses and brands as part of answers to questions consumers and businesses ask. Industry leaders predict AI agents will become “primary visitors” to websites, automating tasks like price scraping or bookings. In fact, we imagine a near future where a significant share of “visitors” are autonomous AI agents acting on behalf of users. Early adopters such as DoorDash and OpenTable are already refining AI-friendly interfaces to prepare for this shift.


Designing to be an answer from ChatGPT, AI and agents means catering to machine visitors and users alongside humans. Sites must speak two languages: one for people and one for AI assistants. This involves providing structured, easily parseable content and even direct interfaces for AI agent bots. For example, OpenAI’s new Operator agent relies on visual parsing of web pages, but it performs best when sites are cleanly coded and offer structured cues (like semantic HTML or schema.org data).


Industry reseach notes that AI agents “favor direct API integrations over GUI navigation for reliability”, prompting some companies to expose public APIs for high-value actions (e.g. booking a reservation) instead of forcing the AI to click through a web form. In short, to thrive in the AI and agentic web, businesses need both a conversational AI interface for users and a machine-friendly gateway for AI agents, which many businesses are starting to use Quell for.

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Let’s talk about the heartbreak of building something you’re proud of… only to have a customer DM you "hey I think this button does nothing?" UI testing is a cruel joke sometimes. You write all the tests. You click all the things. You mock all the APIs. It all passes. You're green across the board. You ship. And then—bam—first user hits a state you never imagined, on a device you forgot existed, in a timezone you didn’t even know was real. And that beautiful, polished flow? Breaks in the dumbest, most human way possible. That’s the thing about UI: it’s where code meets chaos. Where pixel-perfect meets fat-finger. Where logic meets "I didn’t think someone would do that." And despite all the tools—Playwright, Cypress, Storybook, you name it— no test suite can beat a motivated user with a bug magnet in their pocket. We do our best. We tighten our CI pipelines. We mock less, test more. We even recruit friends and family for UAT. But sometimes, customers are just better at testing than we are. So what do we do? We listen. We thank them. We fix fast. We test smarter next time. But let’s be honest—every time a customer finds a bug before we do, it stings. It’s humbling. It’s also the price of building in the real world. Here’s to the customers who keep us honest. And to the dream that one day, our UI tests will actually catch that broken flow before it hits production.  One day.