This isn’t about future-proofing.

Hi again 👋

Last week’s email looked at how AI wants to change how you shop - and why accessible product pages plays a large role in what gets surfaced.

I had some good replies - particularly around one question: If accessibility helps AI agents understand our products, is this mainly about future-proofing?

It’s a good question, but it slightly misses what’s actually going on. This isn’t really about the future, or what protocol or platform is going to dominate AI sales (Blackberry, anyone?)

This is about figuring out where your sales are already leaking. And why.

What’s actually happening?

AI agents still behave a lot like hurried customers. They don’t explore or experiment. They don’t push through confusion. If something isn’t clear, they stop (or as we’ve all discovered, they make it up 😱).

When I look at product pages and checkout flows, the accessibility issues appear almost every time, and that matter most aren’t edge cases. They’re basic clarity problems:

• Options that only make sense visually
• Price changes that aren’t explained
• Primary actions that don’t clearly say what happens next

Those things already lose sales today. AI just seems to expose them more bluntly.

That’s why accessibility keeps coming up in AI conversations. Not because AI needs accessibility, but because accessibility removes ambiguity. It forces meaning to be explicit rather than implied.

Next time

Next week I’ll have another video walkthrough on a product page showing you a key way to stop accidentally breaking your product pages.

Talk soon,
Dave

P.S. Thanks for reading - have a great rest of your day.