The role of the web in the age of artificial intelligence
EDITORIAL, BUSINESS.
The web is not dead. It is evolving.
That is the central thesis of the column written by Felipe Jaramillo, CEO of Aplyca, and published in Portafolio, one of Colombia’s leading business and economic media outlets. In the article, titled “The Web Is Not Dead,” Jaramillo analyzes how artificial intelligence, answer engines, and digital agents are transforming how companies need to think about their digital platforms.
Over the past few years, many conversations in the technology world have raised a recurring question: is the web still relevant when users are spending more time on social media, closed platforms, and AI-powered tools?
The answer is clear: the web is not disappearing — its role is changing. It no longer competes solely for attention. It competes for value, depth, conversion, and the ability to integrate with new digital ecosystems.
A reflection on the web in a new digital context
In his column, Jaramillo explains that the perception of a less relevant web is tied to several simultaneous shifts: the concentration of attention on platforms such as TikTok, Instagram, Facebook, and YouTube; the growth of so-called “walled gardens”; and the emergence of AI-mediated experiences such as answer engines, assistants, and intelligent agents.
However, these platforms serve a different purpose than the web. They can attract audiences, generate visibility, and capture screen time — but they do not always offer the same level of depth, control, traceability, and conversion as a well-designed web ecosystem.
From this perspective, the web remains a strategic asset for companies. It is the space where a brand can structure its knowledge, control its digital experience, strengthen its authority, and build more direct relationships with its users, customers, and partners.
The web must also be ready for machines
One of the core points of the analysis is that today’s web can no longer be designed only for people. It must also be prepared to be read, interpreted, and acted upon by artificial intelligence systems.
This represents an important shift for businesses. Content, data, architectures, and digital experiences must be understandable not only to users navigating a site, but also to digital agents querying information, comparing options, executing tasks, or participating in decisions.
This is the starting point for a new era: the agentic web — an environment where users express intentions and digital agents help execute actions within more connected, composable, and automated ecosystems.
A Call to Companies: Strengthen Their Owned Digital Presence
The article in Portafolio reinforces a key conversation for technology, marketing, digital transformation, and business leaders: companies that strengthen their web presence today will be better positioned to compete in an environment where AI will play an increasingly important role in visibility, recommendation, and conversion.
This does not mean going back to thinking of the web as a static or isolated site. It means understanding it as a living platform — connected with content systems, data, search, personalization, commerce, automation, and artificial intelligence.
For Aplyca, this conversation is directly tied to how organizations must evolve their digital architectures: through more flexible, composable models that are ready to respond to new forms of interaction between people, brands, and machines.
Aplyca's vision for the digital future
Felipe Jaramillo’s column in Portafolio adds to the reflections Aplyca has been developing around the evolution of the web, artificial intelligence, and enterprise digital ecosystems.
At a time when many companies are revisiting their platforms, content models, and AI readiness, the message is clear: the web remains a fundamental channel. But its value will depend on how well it is designed to connect content, data, technology, and experience.
The web is not dead. It is entering a new era.
For companies, the time to prepare is now.