""They meet users where they already are, which can limit discovery and reinforce gaps in understanding," Edwards writes. For example, a teenager leaving school may not know to search specifically for information on options such as apprenticeships, T-levels or vocational pathways."
""We now need to design with the expectation that much of what we publish will be read indirectly, atomised, summarised or reinterpreted by systems we don't control," Edwards emphasizes the need for content creators to adapt to AI's influence."
The UK government's Department for Education is experiencing increased traffic from AI-mediated searches, leading to fewer direct page visits. Mark Edwards, head of design, warns that while AI offers faster access to information, it may limit discovery and reinforce gaps in understanding. AI tools only answer specific questions, which can disadvantage users unfamiliar with the information they seek. Official content must be designed for indirect consumption, as much of it will be summarized or reinterpreted by AI systems.
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