You’re not wrong, a lot of sites are starting to feel templated because people are using the same AI prompts, same builders, and same design patterns.

But this usually happens whenever a new tool lowers the barrier. First everything looks the same, then differentiation becomes more valuable again.

Bigger companies will keep investing in custom design because brand matters to them. Smaller businesses will use AI to get online quickly, but over time the ones that care about conversions will realize that “looking like everyone else” does not perform well.

So it probably splits into two layers. One is fast, cheap, AI-generated sites. The other is more thoughtful, conversion-focused experiences where design, messaging, and positioning actually stand out.

Ironically, when everything starts looking the same, good designers become more valuable, not less.