Welcome to our new website – built entirely in Claude and Lovable
After the past six months, I have arrived at a conclusion that I believe will define the next two years: Tools are changing faster than any organisation can currently change its ways of working. And we are not in the middle of this change. We are at the beginning.
The gap is getting bigger, not smaller
Companies are buying 2026 tools. And then working as if it were 2018. New platforms are layered on top of old processes. AI agents are plugged into workflows built for people doing the work manually. The CRM fills up with signals no one uses.
The result: higher licence costs, same outcomes.
It is not the tools’ fault. It is the ways of working.
This is not a sales and marketing problem
I work with GTM and Revenue Operations, and that is where I see it most clearly. But it does not stop there. Finance, legal, HR, product, customer service, leadership – none of these functions will be working in the same way in two years’ time. Most are still working in the same way they did two years ago.
That gap is not a technology problem. It is a change problem.
A concrete example: this site
We have long used Wordpress as our CMS. Established, stable, what “everyone” uses. A design agency for the logo, a designer for the design system, a front-end developer for the theme, a Wordpress expert for maintenance.
None of that remains.
- The design system was built in Claude
- The logo was created in Claude
- Content, tone and structure were iterated in Claude
- The site is published in Lovable – which makes it quick to rebuild and just as quick to put into production
It is not that we “used AI as a tool” in the process. It is that the entire production chain – which two years ago required four roles, three suppliers and a few months – now looks fundamentally different.
Cost is the obvious gain. It is also the least interesting one.
What matters more is that the role of the website is changing. From a brochure with forms, to a marketing channel, to a conversion machine – and now to a surface that lives in real time, that can be rebuilt in hours when something needs to be tested, and that is an extension of the same system that drives sales and customer meetings.
What this means for you as a company leader
Three things I believe every leadership team will need to do over the next year:
- Stop treating “AI” as a separate track. Having a separate AI strategy alongside the business strategy is like having had an “internet strategy” in 2005.
- Look at the ways of working, not the tools. The question is not “which tools should we buy?” but “which activities, roles and processes disappear – and what replaces them?”.
- Assume that what you do today will be outdated before the year is over. Companies that understand this will benefit from the change. Companies that do not will be overtaken by smaller, faster players with no old process to protect.
The conclusion
Our new site is not a big thing in itself. It is a website. But it is also a small example of what is happening everywhere right now, in every function, in every company willing to rethink from the ground up.
The tools are here. It is the ways of working that still need to be rebuilt.
