The SoDA Report 2026 is now live - bringing together leading perspectives from across the global digital community. This year, Hamilton Jones, Deepend’s Head of Strategy, AI & Transformation, contributes a powerful piece exploring one of the most important shifts shaping our industry today.

As AI continues to redefine how people discover and interact with brands, Hamilton unpacks what it means to design for a world where digital experiences must serve two audiences at once: humans, and the AI-driven systems increasingly mediating engagement, visibility and trust.

His article breaks down why the “new web” demands a dual-strategy approach - blending emotional, human-first experience design with structured, machine-readable foundations that ensure brands are understood, represented and surfaced accurately.

If you’re thinking about how AI will reshape CX, design and digital strategy in the year ahead, this is essential reading.