• by Laurie Sullivan , Staff Writer @lauriesullivan, July 1, 2025

Startups have sparked debate on whether websites will survive the transition to artificial intelligence (AI). 

AI will not render websites obsolete, but the technology can transform them into conversational experiences to support the next phase of advertising and marketing.

In other words, AI-powered websites will offer direct answers to user queries without requiring the visitor to dig many pages deep into the site to find answers. 

Dvir Hoffman, CEO at CommBox, believes search bars, menus and endless clicks are yesterday’s experience. Users today expect to ask questions and instantly receive correct answers.

CommBox, financially backed by PSG, a growth equity firm focused on software and technology-enabled services companies, launched a conversational AI platform Tuesday called CommSite, which makes websites conversational.

Hoffman views the technology not as an upgrade, but as a means of "reinventing old processes and making them new."

The technology is powered by AI agents that are integrated into the core business systems of companies or brands, including CRM or inventory.

Systems that are integrated into CommSite include Salesforce, SAP, SAP Emarsys, Oracle, Microsoft Dynamics CRM, Twilio, Vonage, HubSpot, and Zendesk, as well as messaging platforms like WhatsApp, and Facebook Messenger.

The company, which declined to name its "major partner" clients, requires a JavaScript snippet or use of a CMS plug-in. This requires no-code changes. Setup requires minimal developer resources because the no-code Automation Hub allows non-technical users to build workflows.

CommSite uses OpenAI to redefine the ways website visitors engage by transforming static content into responsive, AI-driven experiences trained on products, services and policies to deliver real-time, accurate assistance.

Every site visitor experiences something different -- a personalized experience guided by AI to anticipate needs, remove barriers and drive action.

The company believes AI-driven experiences will redefine customer service and engagement.

The system automates tasks such as booking an appointment, updating a contract or finding the right product, while keeping humans in the loop for additional support as needed. It handles back-end tasks, automated customer services and sales operations, and know when to hand off a challenge to humans.

The shift to conversational experiences addresses a clear gap in today’s digital technology. It advances what the company calls smart automation and triggers that identify user intent and initiate appropriate backend processes.

It provides a secure integration framework for connecting to CRM, knowledge bases, and transaction systems while maintaining data privacy, as well as dynamic content adaptation that evolves based on conversation context and user history.

These dynamic, intent-driven interactions are not only intended to improve customer satisfaction, but also increase revenue by capturing valuable engagement signals, helping businesses close deals and stand out in an increasingly competitive digital landscape.

CommSite believes brands can keep their existing website by adding a tag to support personal experiences.

But after analzying data from a Profound study of more than 50 million real ChatGPT prompts users bypass websites entirely. Generative intent dominates, with 37.5% users asking AI to create, draft, and complete tasks directly, rather than look for information.