Build What AI Can’t Summarize
AI is very good at one thing.
Turning information into answers.
Ask it about your company, your product, or your clinical results. If the data exists online, AI will usually find it, condense it, and serve it up neatly.
Which means if your website is mostly information, you have a problem.
The Summary Test
Ask one simple question: could an AI summarize this page in two sentences and capture most of the value?
Take a hard look at your current site.
If the answer is yes, that page has become a commodity. It exists to be scraped, not visited.
The fix is not hiding information or publishing less. In our experience, that backfires. The fix is building things that require someone to be present.
What AI Still Cannot Do
AI can explain what your drug candidate does. It cannot let someone explore a 3D model of the molecule.
AI can describe your platform’s capabilities. It cannot guide a prospect through a personalized demo based on their inputs.
AI can list your services. It cannot calculate what a specific engagement might look like for a specific team.
The gap is the difference between knowing about something and doing something with it.
Experiences Worth Building
This is where modern biotech and medtech websites can win.
Interactive tools like ROI calculators, dosing configurators, or comparison tools that adapt to user inputs. Value is created in the interaction itself.
Video that tells a story. Not explainer videos that restate facts, since AI already does that well. Video that shows your team, your thinking, and how you work. These moments do not compress cleanly into text.
Personalized recommendations. Simple flows where users answer a few questions and see what actually applies to them. Participation changes perception.
Gated resources that earn the gate. A self-assessment, benchmark, or diagnostic tool feels like a fair trade. A static PDF usually does not.
Community features. Q&A, peer discussion, shared learning. AI can summarize a thread, but it cannot replicate the experience of contributing.
Why This Favors Biotech and Medtech
Your science is nuanced. Your buyers are smart. They want relevance, not surface-level explanations.
That complexity becomes an advantage.
Tools that let researchers explore data. Configurators that help teams define real requirements. Experiences that reward time invested instead of passive reading.
The more engagement your site requires, the harder it is to replace with a summary.
The Strategic Shift
This changes what a website project actually is.
Not just pages and copy. Tools, interactions, and flows. Design starts to look more like product work. Development becomes more intentional.
The payoff is a site that earns visits, not just impressions.
If you want to see how this approach comes to life, explore recent website and product-style builds in the Wizardly portfolio or read how we think about biotech website strategy more broadly.
👉 Curious which parts of your site would fail the summary test? Click here to download our 5 CRO Fixes for Biotech Websites Resource.
