SIDN Panel doesn’t currently see AI as a cause for concern
Threats and opportunities balance one another
Artificial intelligence is rapidly changing the way we use the internet. ChatGPT, Copilot and other tools now provide ready-made answers to people’s questions, removing the need to visit websites. That has implications for website visits and for organisations’ online strategies. As shown by the study we did in partnership with GfK GXL back in November, government websites are already seeing a clear downturn in visitor numbers.
But what about the business community? Are people worried about what AI means for business websites? To find out, in December 2025 we asked the SIDN Panel about members’ experiences and expectations. Of the Panel's 600 members, 139 completed the questionnaire. Out of those, 113 were responsible for business websites. The picture to emerge is nuanced: Panel members recognise the impact of AI, but are more inclined to see it as an opportunity than as a threat. While some have seen website visits decline, they don’t necessarily think it’s down to AI:
“Our website traffic has been dropping since the pandemic. That’s probably partly about AI, but I have the impression that more and more people are enabling ‘Do not track’ in their browsers.” SIDN Panel member
Panel members are adjusting online strategies
Members of the SIDN Panel understand the significance of AI for their current and future online activities, with 42 per cent planning to adjust their strategies in 2026. Within that group, two thirds intend to invest in Generative Engine Optimisation (GEO). The other third have something more radical in mind, such as using other channels or increasing offline marketing.
AI makes businesses more efficient
Within the business community, it seems that there’s no widespread anxiety about AI. The reason being that AI is also seen as potentially useful for things such as generating content more efficiently – mentioned by 41 per cent of respondents. On the other hand, only 14 per cent plan to use AI to improve their online advertising. Cost is an important consideration in that context:
“AI tools push up costs because, if you want good quality tools, you have to pay subscriptions. Using them may raise quality, but that doesn’t lead directly to lower costs or higher income.” SIDN Panel member
Little impact on domain names
What does AI mean for the demand for new websites and domain names? Of our respondents, 55 per cent don’t think AI will influence clients’ TLD choices (e.g. choice between .nl and .com). However, a smaller group believe it will. In the open answers, various people suggested that choosing the right extension is becoming more important:
“If your website is aimed at a Dutch audience, it’s more important to have a .nl domain name, while .com, .net or .org is better for reaching an international audience. The choice of domain influences AI tool output more than it influences search engine results.” SIDN Panel member
Outlook for 2026
What are the implications for the Dutch business community? The key conclusions for the year ahead:
GEO is becoming mainstream: optimisation for AI tools is top of the agenda. However, our Panel members point out that this brand-new discipline is currently still broad and abstract.
A website’s authoritativeness remains vital: AI tools prefer sources with proven track records. If the search query is in Dutch, that implies having a .nl address.
Hybrid approach for domain names and websites: according to some Panel members, businesses aiming at international audiences benefit from having an English-language website with a .com address, as well as a .nl address.
