[{"data":1,"prerenderedAt":780},["ShallowReactive",2],{"article-how-brand-websites-compete-with-ai-agents":3},{"page":4,"related":735},{"id":5,"title":6,"slug":7,"date":8,"_updatedAt":9,"external":10,"categories":11,"featuredMedia":16,"blocks":34,"menu":19,"foot":19,"seo":730},"NtRhC4DHR5mJY6QrJZE1Bw","How Brand Websites Compete With AI Agents","how-brand-websites-compete-with-ai-agents","2026-10-20","2026-11-03T00:26:26+00:00","",[12],{"id":13,"slug":14,"title":15},"BNHDMcqGRAmO2nSQJkFHgg","insights","Insights",{"id":17,"_createdAt":18,"alt":19,"title":19,"focalPoint":20,"width":22,"height":23,"thumbnail":24,"small":25,"medium":26,"responsiveImage":27,"video":19},"AiqsqjvgSS2Sq55EOsqEzg","2026-11-02T23:44:32+00:00",null,{"x":21,"y":21},0.5,1088,608,"https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":28,"webpSrcSet":10,"sizes":29,"src":30,"width":22,"height":23,"aspectRatio":31,"alt":19,"title":19,"base64":32,"bgColor":33},"https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 272w,https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 544w,https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 816w,https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&fit=max&h=2880&q=95&w=2880 1088w","(max-width: 1088px) 100vw, 1088px","https://www.datocms-assets.com/157026/1793663459-gpt-image-2-5-sunburst-1793663445643.png?auto=format&fit=max&h=2880&q=95&w=2880",1.7894736842105263,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgQDRYXDhgVCw0NDhENFhEYFxUZGBYfFhUaHysjGh0oHSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OEA4OHC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAABAUH/8QAIBAAAgEBCQAAAAAAAAAAAAAAAQIABAMFERIVISQxYf/EABUBAQEAAAAAAAAAAAAAAAAAAAID/8QAGBEAAgMAAAAAAAAAAAAAAAAAAAECESH/2gAMAwEAAhEDEQA/AM0pLTNhKbNgEMj0PQlooDZLFJoEUNXtWLpSjyEQvZOAN4QYVtn/2Q==","#ec944f",{"id":35,"type":36,"blocks":37},"CbCFKLvQQhmM_kYfJBoNOA","blocks_select",[38,53,63,67,111,113,121,123,131,133,140,142,173,175,182,184,215,217,225,227,236,238,273,275,283,285,321,323,331,333,364,366,375,377,409,411,420,422,463,465,474,476,508,510,519,521,556,558,566,568,628,631,638,728],{"id":39,"type":40,"eyebrow":41,"breadcrumb":19,"title":6,"titleSize":42,"titleAlignment":43,"label":10,"text":10,"list":44,"media":45,"mediaMobile":19,"mediaSmall":19,"theme":48,"aligned":52,"mediaFullOpacity":52},"ObuZDth5SASSEE-ixp1mog","media_hero_expanded_block","By Christopher Follett","h3","items-center justify-center",[],{"id":17,"_createdAt":18,"alt":19,"title":19,"focalPoint":46,"width":22,"height":23,"thumbnail":24,"small":25,"medium":26,"responsiveImage":47,"video":19},{"x":21,"y":21},{"srcSet":28,"webpSrcSet":10,"sizes":29,"src":30,"width":22,"height":23,"aspectRatio":31,"alt":19,"title":19,"base64":32,"bgColor":33},{"id":49,"background":50,"text":52},"FLs0thmRSGuqqvvwrturcw",{"hex":51},"#000000",false,{"id":54,"type":55,"eyebrow":10,"title":56,"text":57,"cta":19,"list":58,"stats":59,"theme":60},"ONx9tbDkQ1CLF4OMxItkVQ","text_block","\u003Ch2 dir=\"ltr\">\u003Cspan>The conversation brands are losing\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>A shopper getting ready for their first overnight camping trip can now ask an AI agent what to buy and get a thoughtful answer in seconds. The brand may still receive the order while losing the conversation that shaped it: the customer’s priorities, their objections, and the reasoning behind their choice.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":61,"background":62,"text":52},"BNhT0z0mR32kmeXwndEe5w",{"hex":51},{"id":64,"type":65,"space":66},"L12geQshSIKRjzDFkJxDYw","space_block","small",{"id":68,"type":69,"media":70,"mediaMobile":89,"logo":19,"link":19,"theme":107,"parallax":52,"aspect":110},"cmwUv-N9ScaHH95cHiQ7_g","media_fullscreen_block",{"id":71,"_createdAt":72,"alt":73,"title":10,"focalPoint":74,"width":75,"height":76,"thumbnail":77,"small":78,"medium":79,"responsiveImage":80,"video":19},"Hvv2IprnTyuObomoo6cFgQ","2026-10-21T02:22:53+01:00","Windridge, a concept outdoor retailer, as a guided website: a navigation rail, an outdoor guide asking what the shopper’s next challenge is, and a canvas of trip ideas.",{"x":21,"y":21},3456,1640,"https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":81,"webpSrcSet":10,"sizes":82,"src":83,"width":84,"height":85,"aspectRatio":86,"alt":73,"title":10,"base64":87,"bgColor":88},"https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 2160w,https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&fit=max&h=2880&q=95&w=2880 2880w","(max-width: 2880px) 100vw, 2880px","https://www.datocms-assets.com/157026/1793057582-windridge-outdoor-retailer-homepage-guide-and-canvas.png?auto=format&fit=max&h=2880&q=95&w=2880",2880,1366,2.107317073170732,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoIDwgNFQoLDhgQDg0VGhEVEg0SHhMdHBYVFhUaHysjGh0oHR4iJTUlKC0vMjIyHSI4PTcwPCsxMi8BCgsLDg0OHBAQHDsoIig7Ozs7Oy81LzUvLzsvOzsvNS8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAAwAGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAAABQMGB//EACEQAAIBAQkBAAAAAAAAAAAAAAECAAQDBQYSEyFhcZER/8QAFQEBAQAAAAAAAAAAAAAAAAAAAgD/xAAYEQADAQEAAAAAAAAAAAAAAAAAARECQf/aAAwDAQACEQMRAD8AzK5rYohEdJUMpB+RDdAB9liyLpDaHTQVaL8S1ZtaVF5hIMQACnXuEszg22f/2Q==","#e09d60",{"id":90,"_createdAt":91,"alt":92,"title":93,"focalPoint":94,"width":95,"height":96,"thumbnail":97,"small":98,"medium":99,"responsiveImage":100,"video":19},"JzU7oKBZTxGT1dbVM0imcA","2026-10-26T23:34:15+00:00","Windridge homepage on a phone: a Go further. 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That means helping people make better decisions and accomplish more than they could through a conversation elsewhere. A polished catalog and an efficient checkout are only part of that experience.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Consider the choice from the customer’s perspective. On a conventional website, they translate a need into categories, apply filters, open product pages, and work out how the options fit together. \u003Cstrong>In a conversation with an agent, they can begin with what they are trying to accomplish.\u003C/strong> They can explain their circumstances, ask follow-up questions, and work through uncertainty in their own words.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>If a brand’s own site can’t offer comparable guidance, customers have every reason to take their questions somewhere else.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>We see three connected changes: an interface that combines navigation, conversation, and real-time interactive components; discovery organized around customer goals; and product knowledge rich enough to support those interactions reliably. Each depends on the others, and a Shopper’s Profile ties them together with an editable record of the customer’s goals, preferences, and circumstances.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":129,"background":130,"text":52},"Jxcw-PQETYOuQXRywiuBfw",{"hex":51},{"id":132,"type":65,"space":66},"RhhfsGjTT9eygYyxRBbMBQ",{"id":134,"type":115,"eyebrow":10,"title":135,"titleCondensed":52,"titleSmall":110,"text":136,"leftAligned":110,"h1":52,"cta":19,"theme":137},"c2sqB9Y7Q_GDPThyjk3wGA","At Fantasy, our approach is the Intelligent Experience Platform, or IXP.","We’ve built working IXP prototypes across retail, travel, and beauty.",{"id":138,"background":139,"text":52},"B_37jyT4TwWCKWha0Ye-Vg",{"hex":51},{"id":141,"type":65,"space":66},"JQfRVOd7QjyRMbm8W2Xsyg",{"id":143,"type":69,"media":144,"mediaMobile":157,"logo":19,"link":19,"theme":170,"parallax":52,"aspect":110},"SvsAhjNGRcOYOdxjGOfmwQ",{"id":145,"_createdAt":146,"alt":147,"title":10,"focalPoint":148,"width":75,"height":76,"thumbnail":149,"small":150,"medium":151,"responsiveImage":152,"video":19},"RamB54b2SM-Y2yx9Q6jGRw","2026-10-21T02:23:03+01:00","BUILT, a concept home improvement retailer, with project categories in the navigation beside a guide and a product canvas.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":153,"webpSrcSet":10,"sizes":82,"src":154,"width":84,"height":85,"aspectRatio":86,"alt":147,"title":10,"base64":155,"bgColor":156},"https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 2160w,https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2880&q=95&w=2880 2880w","https://www.datocms-assets.com/157026/1793057591-built-home-improvement-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgXCgoLDhgVDhYSDhUVDh0dGR8lJB0VIhUdHysjGh0oKSQeJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA0QHC8dHSg7Ly8vLy8vLy8vLy8vOy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAAwAGAMBIgACEQEDEQH/xAAYAAADAQEAAAAAAAAAAAAAAAABBAUGAP/EACYQAAECBAMJAAAAAAAAAAAAAAIAAQMFIUIGBxEEFBYiMTZRYcH/xAAXAQADAQAAAAAAAAAAAAAAAAABAgMA/8QAGBEAAwEBAAAAAAAAAAAAAAAAAAECMSH/2gAMAwEAAhEDEQA/AH8lzcMIbXS4lLmTmUxN9LldyYAeDY9Orv8AUvMIQb0fLckspDRlsedvw9fSCGYVJNDZvLLlpwFvp//Z","#b74716",{"id":158,"_createdAt":159,"alt":160,"title":161,"focalPoint":162,"width":95,"height":96,"thumbnail":163,"small":164,"medium":165,"responsiveImage":166,"video":19},"OxmLk-VOReCTn49c-9ffUA","2026-10-27T23:31:57+00:00","BUILT home improvement homepage on a phone: a Big ideas. 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about a watch or style bar.","INDEX watch homepage on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":209,"webpSrcSet":10,"sizes":102,"src":210,"width":95,"height":96,"aspectRatio":104,"alt":202,"title":203,"base64":211,"bgColor":198},"https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 195w,https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 390w,https://www.datocms-assets.com/157026/1793394441-index-watches-homepage-mobile.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 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Chat lets them describe a goal, clarify a concern, or challenge a recommendation. An interactive canvas brings together relevant content and components in real time, giving them something to compare, configure, or change as the conversation develops.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>These modes share context. A question can reshape the canvas, and a selection in the canvas can inform the conversation. Someone can examine a product, compare alternatives, and return to their plan without explaining their needs again. Navigation is still there for customers who already know what they want or just feel like exploring.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>\u003Cstrong>The interface evolves with each decision. A broad question might produce a few possible directions. A specific concern might bring up a comparison.\u003C/strong> A choice might update a complete kit and its cost.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Adding a chat window is only a starting point. The bigger opportunity is letting the conversation change what the customer can see and do.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":223,"background":224,"text":52},"VBQy4B5DTmuf0GMl83Qs5w",{"hex":51},{"id":226,"type":65,"space":66},"Hg0uosx8T6mja_8In7MkNQ",{"id":228,"type":55,"eyebrow":10,"title":229,"text":230,"cta":19,"list":231,"stats":232,"theme":233},"OdxFMzTOQ1WN7nte9gLjTg","\u003Ch2 dir=\"ltr\">\u003Cspan>Begin with the goal\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>Imagine someone visiting Windridge, an outdoor retailer that carries brands like Patagonia and Arc’teryx, with a goal: “I want to prepare for my first overnight camping trip.”\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>A category-based site asks that person to choose among footwear, jackets, packs, and accessories. That structure works when they know what to buy. A beginner is often still figuring out what matters, which items work together, and what they already own that will do the job.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>A goal-led experience can begin with “What’s your next challenge?” The customer describes a cool-weather hike with a chance of rain, says they already have boots but need everything else for an overnight stay, and sets a gear budget of $700. The guide asks the few remaining questions that would change its advice, like how strenuous the walk will be and whether they tend to run hot.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":234,"background":235,"text":52},"MyQBlpuSQlet7Eh_xndTBA",{"hex":51},{"id":237,"type":65,"space":66},"b0hi-rtLTIaj51ao4BViOA",{"id":239,"type":69,"media":240,"mediaMobile":256,"logo":19,"link":19,"theme":270,"parallax":52,"aspect":110},"C2gBSuYURuSJmFXIyWIuzQ",{"id":241,"_createdAt":242,"alt":243,"title":244,"focalPoint":19,"width":245,"height":246,"thumbnail":247,"small":248,"medium":249,"responsiveImage":19,"video":250},"b0CoWftMRC6JU4UcbUtIKw","2026-10-30T21:07:42+00:00","Walkthrough of Windridge, a concept outdoor retailer: the shopper opens the navigation, picks Camp & Hike, asks the guide for overnight gear, builds a kit, checks the Trail Rain Shell, compares rain shells, adds one to the cart and opens Your Profile.","Windridge shopping journey walkthrough",2048,972,"https://www.datocms-assets.com/157026/1793394458-windridge-ixp-shopping-journey-walkthrough.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793394458-windridge-ixp-shopping-journey-walkthrough.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793394458-windridge-ixp-shopping-journey-walkthrough.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":251,"mp4medium":252,"mp4high":253,"width":245,"height":246,"thumbnailUrl":254,"title":244,"duration":255},"https://stream.mux.com/R02MGB5RBX22YD9OrKfxElFL9yWlkpXUC/low.mp4","https://stream.mux.com/R02MGB5RBX22YD9OrKfxElFL9yWlkpXUC/medium.mp4","https://stream.mux.com/R02MGB5RBX22YD9OrKfxElFL9yWlkpXUC/high.mp4","https://image.mux.com/R02MGB5RBX22YD9OrKfxElFL9yWlkpXUC/thumbnail.jpg",73,{"id":257,"_createdAt":258,"alt":259,"title":260,"focalPoint":261,"width":95,"height":96,"thumbnail":262,"small":263,"medium":264,"responsiveImage":265,"video":19},"FynXTF_vTdup1cCforB_Dw","2026-10-27T23:32:14+00:00","Windridge outdoor guide on a phone asking What’s your next challenge?, with three options, Find an item, Build a kit and Explore an activity, and an Ask about a trip or gear bar.","Windridge outdoor guide on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":266,"webpSrcSet":10,"sizes":102,"src":267,"width":95,"height":96,"aspectRatio":104,"alt":259,"title":260,"base64":268,"bgColor":269},"https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 195w,https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 390w,https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 585w,https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&fit=max&h=2880&q=95&w=2880 780w","https://www.datocms-assets.com/157026/1793394449-windridge-mobile-outdoor-guide-whats-your-next-challenge.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgTEA8XDhUQDQoPDhUNFhEYFxUZGCITFhUaHysjGh0oHRUiJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLBQUFEAUFEC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIABgACwMBIgACEQEDEQH/xAAYAAADAQEAAAAAAAAAAAAAAAAEBQYBAP/EAB0QAAEEAwEBAAAAAAAAAAAAAAEAAgMEESFBIhL/xAAVAQEBAAAAAAAAAAAAAAAAAAACAP/EABQRAQAAAAAAAAAAAAAAAAAAAAD/2gAMAwEAAhEDEQA/AIqzSzCTlT76vs76mzrUroCC5JJHy/Z31IRb2zhuMoU15iVi5Sf/2Q==","#9fc4d4",{"id":271,"background":272,"text":52},"BW7z_O1oQuS-vYCQg61xCg",{"hex":51},{"id":274,"type":65,"space":66},"L3WUjXD2TQuNLyWwPiRxAw",{"id":276,"type":55,"eyebrow":10,"title":10,"text":277,"cta":19,"list":278,"stats":279,"theme":280},"RkaMseDcQEuZsmzHxqoVFg","\u003Cp dir=\"ltr\">\u003Cspan>A simple request, “Help me prepare for an overnight hike with a friend,” becomes a guided shopping experience organized around the trip. Navigation, an ongoing conversation, and a curated product canvas work together to help the shopper build a complete kit, starting with the biggest decisions (shelter and a pack) before moving through sleep systems, clothing, and smaller essentials. The guide explains why each item matters, asks about missing details such as the overnight forecast, and encourages the shopper to reuse gear they already own.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>\u003Cstrong>They can explore products, check fit, add what they need, and save the plan to their profile to pick up where they left off.\u003C/strong>\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":281,"background":282,"text":52},"N10E5HrEST2tLJVXCEg4eA",{"hex":51},{"id":284,"type":65,"space":66},"NU1t_flgSuao9hJXIrMeNA",{"id":286,"type":69,"media":287,"mediaMobile":304,"logo":19,"link":19,"theme":318,"parallax":52,"aspect":110},"ZzhaT_4kRtS-ELsXG0JB0A",{"id":288,"_createdAt":289,"alt":290,"title":10,"focalPoint":291,"width":75,"height":292,"thumbnail":293,"small":294,"medium":295,"responsiveImage":296,"video":19},"DNuirsdsSQiU5VlPfbcc6g","2026-10-21T01:58:56+01:00","Windridge overnight camping kit page that groups shelter, sleep, layers and small essentials into one 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planning an overnight camping trip: the shopper asks for a tent, a pack and a rain shell, and the guide suggests a tent and a pack to start.","Windridge overnight plan on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793057658-windridge-overnight-plan-mobile-chat-shelter-and-pack.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057658-windridge-overnight-plan-mobile-chat-shelter-and-pack.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057658-windridge-overnight-plan-mobile-chat-shelter-and-pack.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":314,"webpSrcSet":10,"sizes":102,"src":315,"width":95,"height":96,"aspectRatio":104,"alt":307,"title":308,"base64":316,"bgColor":317},"https://www.datocms-assets.com/157026/1793057658-windridge-overnight-plan-mobile-chat-shelter-and-pack.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 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experience connects it to their overnight plan and the fleece they already own. The guide explains what the shell is for, helps them check fit and layering, and points out what to confirm before choosing a size. If they ask about alternatives, the canvas shifts to a side-by-side comparison of price, coverage, packability, and room for layers, and the guide says which one it would start with and why.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":329,"background":330,"text":52},"cCcz8M-hRLafcTDiEOaO4g",{"hex":51},{"id":332,"type":65,"space":66},"djneoY6lTkSwRUARVuV_Ow",{"id":334,"type":69,"media":335,"mediaMobile":348,"logo":19,"link":19,"theme":361,"parallax":52,"aspect":110},"e6zJ-jTNReCsCnX_ruWE1Q",{"id":336,"_createdAt":337,"alt":338,"title":10,"focalPoint":339,"width":75,"height":76,"thumbnail":340,"small":341,"medium":342,"responsiveImage":343,"video":19},"C5RQedY1TcOHjgI7NVDVVQ","2026-10-21T02:23:27+01:00","Windridge product page for the Trail Rain Shell, with the guide explaining fit and layering next to the product details.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793057617-windridge-trail-rain-shell-product-detail-fit-and-layering.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057617-windridge-trail-rain-shell-product-detail-fit-and-layering.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057617-windridge-trail-rain-shell-product-detail-fit-and-layering.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":344,"webpSrcSet":10,"sizes":82,"src":345,"width":84,"height":85,"aspectRatio":86,"alt":338,"title":10,"base64":346,"bgColor":347},"https://www.datocms-assets.com/157026/1793057617-windridge-trail-rain-shell-product-detail-fit-and-layering.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1793057617-windridge-trail-rain-shell-product-detail-fit-and-layering.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 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olive shell, size options and an Add shell to my kit button.","Windridge Trail Rain Shell with the guide on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793143937-windridge-trail-rain-shell-mobile-product-detail-and-guide.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793143937-windridge-trail-rain-shell-mobile-product-detail-and-guide.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793143937-windridge-trail-rain-shell-mobile-product-detail-and-guide.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":358,"webpSrcSet":10,"sizes":102,"src":359,"width":95,"height":96,"aspectRatio":104,"alt":351,"title":352,"base64":360,"bgColor":269},"https://www.datocms-assets.com/157026/1793143937-windridge-trail-rain-shell-mobile-product-detail-and-guide.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 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continuity\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>A helpful conversation establishes context, and the next visit should be able to build on it. We call this shared record the Shopper’s Profile: a visual, editable document that captures what the customer wants to achieve, what matters to them, and what they already own. It gives the shopper a clear view of what the experience remembers and uses to guide recommendations.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Anything the guide infers stays a suggestion until the shopper confirms it, and shoppers can edit, pause, or remove what’s saved.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>The profile should have a visible effect on the journey. Change the budget and the kit updates. Confirm an owned fleece and the experience builds around it. Ask why a jacket was suggested and the guide can point to the goal and preferences behind it.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":373,"background":374,"text":52},"AF8_3AWeQGycW-vuQ3rfgg",{"hex":51},{"id":376,"type":65,"space":66},"KsZgZ23RRmWq4lXi3GGA1Q",{"id":378,"type":69,"media":379,"mediaMobile":392,"logo":19,"link":19,"theme":406,"parallax":52,"aspect":110},"flD_C11XTgG60sKK2nYU0g",{"id":380,"_createdAt":381,"alt":382,"title":10,"focalPoint":383,"width":75,"height":76,"thumbnail":384,"small":385,"medium":386,"responsiveImage":387,"video":19},"LXNY5NpsTkujo2fLzkN8vg","2026-10-21T02:23:36+01:00","Windridge Your Profile dashboard showing the shopper’s goal, budget, current kit, fit sizes and saved preferences in one editable 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phone: the next trip, the current kit of tent, pack, rain shell and headlamp, saved sizes and a $700 budget slider.","Windridge Shopper’s Profile on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793143942-windridge-shoppers-profile-mobile.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793143942-windridge-shoppers-profile-mobile.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793143942-windridge-shoppers-profile-mobile.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":402,"webpSrcSet":10,"sizes":102,"src":403,"width":95,"height":96,"aspectRatio":104,"alt":395,"title":396,"base64":404,"bgColor":405},"https://www.datocms-assets.com/157026/1793143942-windridge-shoppers-profile-mobile.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 195w,https://www.datocms-assets.com/157026/1793143942-windridge-shoppers-profile-mobile.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 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dir=\"ltr\">\u003Cspan>This experience requires more than a new interface. A conventional product record can tell the system that a jacket is waterproof, available in four colors, and priced at $180. Reliable guidance also needs to know the uses it supports, its limitations, and how it relates to the rest of the customer’s gear.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Those relationships need to be explicit. A complementary insulating layer, an alternative shell, and an accessory required for a particular use are different kinds of recommendation. Lumping them together as “related products” leaves the system without the reasoning it needs to put together a useful kit.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Each claim needs a source (manufacturer specifications, reviewed expert guidance, or customer feedback), a date, and the models it applies to, so teams can keep that knowledge accurate. Where information is missing, the experience should ask or admit the gap.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Recommendation rules connect the customer’s context to this product knowledge: what must be checked, which constraints take priority, and when the system has enough information to suggest a next step.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>The aim is to encode the judgment of a knowledgeable outfitter precisely enough that the experience can apply it consistently. That takes expert review and ongoing ownership. Ingesting existing product copy can start the work, but it won’t supply the missing expertise on its own.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":418,"background":419,"text":52},"fiW73FXRQO-Rvg-_oLRSwQ",{"hex":51},{"id":421,"type":65,"space":66},"MVAXqWW8T2yzjUHyjFh_4w",{"id":423,"type":424,"title":10,"text":10,"logo":19,"media":425,"mediaMobile":442,"aspect":459,"link":19,"cta":19,"cursorText":10,"condensed":52,"theme":460},"chvA7cUqQIqzyrjfXE3PYQ","media_featured_block",{"id":426,"_createdAt":427,"alt":428,"title":10,"focalPoint":429,"width":430,"height":431,"thumbnail":432,"small":433,"medium":434,"responsiveImage":435,"video":19},"LQtroaz1T_ibhRZhBbltsA","2026-10-21T01:59:28+01:00","Diagram titled The intelligence behind the experience: product knowledge, shopper context and expert guidance feed one connected experience of navigate, chat and interact, with live commerce and trust across the experience.",{"x":21,"y":21},3850,2166,"https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":436,"webpSrcSet":10,"sizes":82,"src":437,"width":84,"height":438,"aspectRatio":439,"alt":428,"title":10,"base64":440,"bgColor":441},"https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 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2880w","https://www.datocms-assets.com/157026/1793057633-product-knowledge-shopper-context-expert-guidance-diagram.png?auto=format&fit=max&h=2880&q=95&w=2880",1620,1.7774699907663896,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLCgoLDhgQDg0YDiYdFhkiHSoZJRcYHSUdJSsjHR0oJBYeJDUlKC0vMjI1HSI4PTcwPCsxMi8BCgsLDg0OHRANGC8dIhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAABBQAGB//EAB8QAAEEAgIDAAAAAAAAAAAAAAEAAgMFBBEhQRIiMf/EABUBAQEAAAAAAAAAAAAAAAAAAAEA/8QAFBEBAAAAAAAAAAAAAAAAAAAAAP/aAAwDAQACEQMRAD8Azaoje6vfocEpgKuV2CXaSusznxYZaB8KeC1kbVn16SFaz8aWKIbHG1Ec2xfPH4ka2UFJ/9k=","#d4a352",{"id":443,"_createdAt":444,"alt":445,"title":446,"focalPoint":447,"width":95,"height":448,"thumbnail":449,"small":450,"medium":451,"responsiveImage":452,"video":19},"C8mQY-lMSaqDHe9Ft6OgYQ","2026-10-27T23:32:35+00:00","Diagram on a phone titled The intelligence behind the experience: product knowledge, shopper context and expert guidance flow into one connected experience of navigate, chat and interact, then live commerce, with trust across the experience.","The intelligence behind the experience, phone diagram",{"x":21,"y":21},3916,"https://www.datocms-assets.com/157026/1793143950-product-knowledge-shopper-context-expert-guidance-diagram-mobile.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793143950-product-knowledge-shopper-context-expert-guidance-diagram-mobile.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793143950-product-knowledge-shopper-context-expert-guidance-diagram-mobile.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":453,"webpSrcSet":10,"sizes":454,"src":455,"width":456,"height":84,"aspectRatio":457,"alt":445,"title":446,"base64":458,"bgColor":441},"https://www.datocms-assets.com/157026/1793143950-product-knowledge-shopper-context-expert-guidance-diagram-mobile.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 143w,https://www.datocms-assets.com/157026/1793143950-product-knowledge-shopper-context-expert-guidance-diagram-mobile.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 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directly\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>A brand’s own website has the chance to combine this guidance with its product knowledge, interactive tools, live inventory, and service. A customer could explore a complete kit, understand each recommendation, confirm availability, and move into purchase or human help without losing the thread.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>\u003Cstrong>External agents can also offer rich interfaces and connected actions. A brand therefore has to show its advantage through the depth and usefulness of its experience.\u003C/strong> For the outdoor shopper, that might mean a better explanation of layering, a more practical comparison, or continuity between online guidance and an in-store fitting.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Brand expression belongs in those interactions. It shows up in the questions the guide asks, the trade-offs it explains, the products it presents, and the care it takes with the customer’s constraints.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Brands should also make accurate information available to external agents, because some customers will prefer those channels. Being present there can sit alongside a direct experience that gives people good reasons to visit and come back.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":472,"background":473,"text":52},"c9UV3-W8Rp61qTml2jsQPQ",{"hex":51},{"id":475,"type":65,"space":66},"d-rY9tRIQfGd4PVCW68AhA",{"id":477,"type":69,"media":478,"mediaMobile":491,"logo":19,"link":19,"theme":505,"parallax":52,"aspect":110},"QGwx_DVJQPy3wPnbNiX4AQ",{"id":479,"_createdAt":480,"alt":481,"title":10,"focalPoint":482,"width":75,"height":76,"thumbnail":483,"small":484,"medium":485,"responsiveImage":486,"video":19},"UBjfRn2eQLGupn3J3qAYNg","2026-10-21T02:23:44+01:00","FORM, a concept fitness brand, with a guide beside the product canvas.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":487,"webpSrcSet":10,"sizes":82,"src":488,"width":84,"height":85,"aspectRatio":86,"alt":481,"title":10,"base64":489,"bgColor":490},"https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 2160w,https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2880&q=95&w=2880 2880w","https://www.datocms-assets.com/157026/1792545818-form-fitness-homepage-guided-canvas-concept.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLChELDhgQGA0OGBoNFhEOGR8lLhcTFhUaHysjGh0oMhYmJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHA8QHS8oHR0vOy8vLy8vLy8vLy87Ly8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAAwAGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAADBAAFBv/EACMQAAECAwkBAAAAAAAAAAAAAAEAAgMGBwQFERI2QUJRcRT/xAAVAQEBAAAAAAAAAAAAAAAAAAACAf/EABcRAQEBAQAAAAAAAAAAAAAAAAEAMQL/2gAMAwEAAhEDEQA/ALKiTMsrWl3bnIN+Z/vJw5JuimlY3pTV7wmG0ElvJHtkWLqLFJlyC0jcKIlTGAS/CwG4UVMo3//Z","#ca996e",{"id":492,"_createdAt":493,"alt":494,"title":495,"focalPoint":496,"width":95,"height":96,"thumbnail":497,"small":498,"medium":499,"responsiveImage":500,"video":19},"WH3TB9xgTCiv1hy1TsNsjA","2026-10-27T23:32:43+00:00","FORM fitness homepage on a phone: a movement guide asking How do you want to move?, a Find your flow. Make it yours. hero with a Find my gear button, and an Ask about fit, gear, or movement bar.","FORM fitness homepage on a phone",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":501,"webpSrcSet":10,"sizes":102,"src":502,"width":95,"height":96,"aspectRatio":104,"alt":494,"title":495,"base64":503,"bgColor":504},"https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 195w,https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 390w,https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 585w,https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&fit=max&h=2880&q=95&w=2880 780w","https://www.datocms-assets.com/157026/1793143958-form-fitness-homepage-mobile-movement-guide.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLFgoLDhgQDA0NDh0NDRUYFx0ZGCITFhUmHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg4OHA0MHC8cIhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIABgACwMBIgACEQEDEQH/xAAXAAADAQAAAAAAAAAAAAAAAAAABQcE/8QAIBAAAgEEAQUAAAAAAAAAAAAAAQIAAwYSIkEEBRETIf/EABcBAAMBAAAAAAAAAAAAAAAAAAECAwD/xAAXEQEAAwAAAAAAAAAAAAAAAAAAESFB/9oADAMBAAIRAxEAPwCmqSlQbCMFdsR9El5uyr7x5eOEulsBvxFaKIqtgdeKw2M3JYvcMBsYQhVx/9k=","#ad8f46",{"id":506,"background":507,"text":52},"FHALi6D3SB6K8EDTND4Qbw",{"hex":51},{"id":509,"type":65,"space":66},"QZUFfWu0QL-88VD9Uzpdcw",{"id":511,"type":55,"eyebrow":10,"title":512,"text":513,"cta":19,"list":514,"stats":515,"theme":516},"GLs-3jXNQOCVCZvIzm2Oww","\u003Ch2 dir=\"ltr\">\u003Cspan>Start with one customer goal\u003C/span>\u003C/h2>","\u003Cp dir=\"ltr\">\u003Cspan>A practical starting point is one focused journey, such as preparing for a first overnight trip. Define what a successful outcome looks like, identify the product knowledge it requires, and build the components that help customers make the important decisions. Add a simple profile for the goal, constraints, and existing gear, with clear controls for saving and editing. Connect the journey to current commerce data, and give a team responsibility for its guidance after launch.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>IXP is the foundation for this work: structured knowledge, shared customer context, AI composition, and a governed component library. The design system defines how components behave and work together. Governance determines which claims and recommendations are allowed, how uncertainty is handled, and when a person needs to step in.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Then test the business case. Compare the new experience with the existing journey, and measure revenue per visitor alongside margin, returns, and whether customers could finish what they came to do. With the right permissions, the questions people ask will show where knowledge is missing and which choices confuse them, and those findings should shape the next round of improvements.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":517,"background":518,"text":52},"dYeSwZJ9TqKb0fJejXL8Gg",{"hex":51},{"id":520,"type":65,"space":66},"Nu8_ilXkTCSbZrjLlD_zMw",{"id":522,"type":424,"title":10,"text":10,"logo":19,"media":523,"mediaMobile":535,"aspect":552,"link":19,"cta":19,"cursorText":10,"condensed":52,"theme":553},"TAC2FrllQxis1L532jchlw",{"id":524,"_createdAt":525,"alt":526,"title":10,"focalPoint":527,"width":430,"height":431,"thumbnail":528,"small":529,"medium":530,"responsiveImage":531,"video":19},"O9A6EcCgQ22F2L4ls1cAgw","2026-10-21T01:59:37+01:00","Diagram of Fantasy’s Intelligent Experience Platform: structured knowledge, shared customer context, AI composition and a governed component library powering one connected experience.",{"x":21,"y":21},"https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":532,"webpSrcSet":10,"sizes":82,"src":533,"width":84,"height":438,"aspectRatio":439,"alt":526,"title":10,"base64":534,"bgColor":269},"https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 720w,https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 1440w,https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 2160w,https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&fit=max&h=2880&q=95&w=2880 2880w","https://www.datocms-assets.com/157026/1793057641-ixp-intelligent-experience-platform-diagram.png?auto=format&fit=max&h=2880&q=95&w=2880","data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLChALDhgQDg0VGhENFhEYIxklGyIYFiEdHysjGh0oKRoWJDUlKC0vMjIyHSI4PTcwPCsxMi8BCgsLDg0NFRAQFS8dIhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAACAwAAAAAAAAAAAAAAAAACBAADB//EAB8QAAEEAQUBAAAAAAAAAAAAAAQAAQIDMQUUFSFREf/EABUBAQEAAAAAAAAAAAAAAAAAAAIB/8QAFBEBAAAAAAAAAAAAAAAAAAAAAP/aAAwDAQACEQMRAD8AzkQWDBZRWhxkO3aUEuls8orS5xpZITZmm/NMZ1FSafZxcW9UUV//2Q==",{"id":536,"_createdAt":537,"alt":538,"title":539,"focalPoint":540,"width":95,"height":541,"thumbnail":542,"small":543,"medium":544,"responsiveImage":545,"video":19},"UxP7tBTjS6Gms6wcPHb-kw","2026-10-27T23:32:51+00:00","Diagram on a phone titled IXP powers the adaptive experience: structured knowledge, shared customer context and governed components feed AI composition, which builds one connected experience, with governance across the experience.","IXP powers the adaptive experience, phone diagram",{"x":21,"y":21},3596,"https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&fit=max&h=2000&q=95&w=2000",{"srcSet":546,"webpSrcSet":10,"sizes":547,"src":548,"width":549,"height":84,"aspectRatio":550,"alt":538,"title":539,"base64":551,"bgColor":269},"https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&dpr=0.25&fit=max&h=2880&q=95&w=2880 156w,https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&dpr=0.5&fit=max&h=2880&q=95&w=2880 312w,https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&dpr=0.75&fit=max&h=2880&q=95&w=2880 468w,https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&fit=max&h=2880&q=95&w=2880 624w","(max-width: 624px) 100vw, 624px","https://www.datocms-assets.com/157026/1793146524-ixp-intelligent-experience-platform-diagram-mobile.png?auto=format&fit=max&h=2880&q=95&w=2880",624,0.21690767519466073,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgLFQoLDhgQDhYYDhYODQ4YFx8lHRYTFhUdHysjGh0oHSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLBQUFEAUFEC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIABgABQMBIgACEQEDEQH/xAAXAAEAAwAAAAAAAAAAAAAAAAAABAUG/8QAHRAAAgEEAwAAAAAAAAAAAAAAAAIBAwQFIRETcv/EABYBAAMAAAAAAAAAAAAAAAAAAAABA//EABQRAQAAAAAAAAAAAAAAAAAAAAD/2gAMAwEAAhEDEQA/AMFkYt2al5BEvWhuqYWdqBpLq4r45aFvysbQAAH/2Q==","461.03",{"id":554,"background":555,"text":52},"JBDUvYx9TXqiElEZjTYL5g",{"hex":51},{"id":557,"type":65,"space":66},"SvOzmRiGQtS09epIwt5-zA",{"id":559,"type":55,"eyebrow":10,"title":10,"text":560,"cta":19,"list":561,"stats":562,"theme":563},"BFieaoSSQTegFUKFq2PdRg","\u003Cp dir=\"ltr\">\u003Cspan>Customers will decide where the relationship develops. Brands have to build an experience worth choosing.\u003C/span>\u003C/p>\n\u003Cp dir=\"ltr\">\u003Cspan>Fantasy builds IXP experiences with brands, starting with one customer goal like this one. If you’d like to see what yours could look like, \u003Ca href=\"/contact\">let’s talk\u003C/a>.\u003C/span>\u003C/p>\n\u003Cp>\u003C/p>",[],[],{"id":564,"background":565,"text":52},"CPpMxtnPQ8O91hmxd53qSA",{"hex":51},{"id":567,"type":65,"space":66},"QBgRAo3wRgKEH8JiMt9tiQ",{"id":569,"type":570,"title":571,"aligned":52,"items":572,"theme":625},"dc5SVYvbQ2W866sXnWATJg","faq_block","Common questions",[573,589,601,613],{"id":574,"question":575,"answer":576},"LLj6Q11JRpWLi2GehOXY9A","Why do brand websites need to change now that shoppers use AI agents?",{"value":577,"blocks":588},{"schema":578,"document":579},"dast",{"type":580,"children":581},"root",[582],{"type":583,"children":584},"paragraph",[585],{"type":586,"value":587},"span","A shopper can now ask an AI agent what to buy and get a thoughtful answer in seconds. The brand may still receive the order while losing the conversation that shaped it. 45% of consumers surveyed globally already turn to AI for help during their buying journey (IBM Institute for Business Value and NRF, 2026).",[],{"id":590,"question":591,"answer":592},"X-A7bFklTh-ZwQ6WARdrcQ","What is the Shopper’s Profile?",{"value":593,"blocks":600},{"schema":578,"document":594},{"type":580,"children":595},[596],{"type":583,"children":597},[598],{"type":586,"value":599},"A visual, editable document that captures what the customer wants to achieve, what matters to them, and what they already own. The next visit builds on it, and the shopper can see what the experience remembers and uses to guide recommendations.",[],{"id":602,"question":603,"answer":604},"E1GkuM_DTGKfsZmhNd06ow","What is IXP?",{"value":605,"blocks":612},{"schema":578,"document":606},{"type":580,"children":607},[608],{"type":583,"children":609},[610],{"type":586,"value":611},"Fantasy’s Intelligent Experience Platform, the foundation for this work: structured knowledge, shared customer context, AI composition, and a governed component library. Governance determines which claims and recommendations are allowed, how uncertainty is handled, and when a person needs to step in.",[],{"id":614,"question":615,"answer":616},"EDZswbypRKi03F8ihMBlgQ","How should a brand get started?",{"value":617,"blocks":624},{"schema":578,"document":618},{"type":580,"children":619},[620],{"type":583,"children":621},[622],{"type":586,"value":623},"With one focused journey, such as preparing for a first overnight trip. Define what a successful outcome looks like, identify the product knowledge it requires, and build the components that help customers make the important decisions. Then compare the new experience with the existing journey, measuring revenue per visitor alongside margin, returns, and whether customers could finish what they came to do.",[],{"id":626,"background":627,"text":52},"FG79AVVqQ7efPAdRPoxybw",{"hex":51},{"id":629,"type":65,"space":630},"NCC5-H4kQJ-2gkcbDGauPg","large",{"id":632,"type":115,"eyebrow":10,"title":633,"titleCondensed":110,"titleSmall":110,"text":10,"leftAligned":110,"h1":52,"cta":19,"theme":634},"TqPzxzaLR42fEAtU5DCCbA","Up Next",{"id":635,"background":636,"text":110},"PBCrc4GjTDOg37CO2EGBSw",{"hex":637},"#FFFFFF",{"id":639,"type":640,"items":641,"condensed":110,"theme":725},"EH1HY1xfS9WNXAMR1B1eUg","media_cols_block",[642,669,698],{"media":643,"title":656,"text":657,"cta":658,"link":666,"cursorText":661},{"id":644,"_createdAt":645,"alt":19,"title":19,"focalPoint":19,"width":646,"height":646,"thumbnail":647,"small":648,"medium":649,"responsiveImage":19,"video":650},"NqMQdP9VTiWNq6QbC4k8Rg","2026-08-04T21:46:25+01:00",1080,"https://www.datocms-assets.com/157026/1785876381-new-internet-square.mp4?auto=format&fit=max&h=800&q=95&w=800","https://www.datocms-assets.com/157026/1785876381-new-internet-square.mp4?auto=format&fit=max&h=1440&q=95&w=1440","https://www.datocms-assets.com/157026/1785876381-new-internet-square.mp4?auto=format&fit=max&h=2000&q=95&w=2000",{"mp4low":651,"mp4medium":652,"mp4high":653,"width":646,"height":646,"thumbnailUrl":654,"title":19,"duration":655},"https://stream.mux.com/t912Y8f700fCB3qe7CenQPQHAlCcRMS01k/low.mp4","https://stream.mux.com/t912Y8f700fCB3qe7CenQPQHAlCcRMS01k/medium.mp4","https://stream.mux.com/t912Y8f700fCB3qe7CenQPQHAlCcRMS01k/high.mp4","https://image.mux.com/t912Y8f700fCB3qe7CenQPQHAlCcRMS01k/thumbnail.jpg",21,"The New Internet","Unveiling agent-to-agent experiences, the new standard for the internet.",{"outline":110,"icon":110,"link":659},{"id":660,"label":661,"internal":662,"external":10,"video":19,"form":19},"WUWGkI6qTy-K9x7exbXChg","Watch",{"id":663,"type":664,"title":656,"slug":665},"M1QiciMDSiiotZ_KbjDQqw","article","the-new-internet-agent-to-agent-experiences",{"id":667,"label":661,"internal":668,"external":10,"video":19,"form":19},"MeeWcn-rQWmXbrSTJ1OSSQ",{"id":663,"type":664,"title":656,"slug":665},{"media":670,"title":686,"text":687,"cta":688,"link":695,"cursorText":691},{"id":671,"_createdAt":672,"alt":673,"title":674,"focalPoint":675,"width":646,"height":646,"thumbnail":676,"small":677,"medium":678,"responsiveImage":679,"video":19},"McDdzTEBT0ejXgWE8J8Rxw","2026-08-10T23:57:28+01:00","Square hero for the Do Websites Need Pages? article: a flowing particle ribbon forming layered sheets. 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