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Join for freePosted: Thu 25th Jun 2026
Everyone's talking about AI. But what does it actually mean for you and your business?
If you're still thinking about your website as something you build once and update occasionally, you're working with yesterday's playbook.
In this session, Selina Bieber from GoDaddy breaks down what's changed for small business owners in the age of AI, and why it influences how you think about your online presence.
She starts by explaining what AI builders actually are and how businesses are using them today. Then she looks at the shift from the static world (build it, leave it, hope it works) to the dynamic world (describe what you need, watch it build, iterate as your business evolves).
You'll see real examples of businesses that have made this shift, including Space Alchemist, a mindful organisation practice that went from idea to live site in a single conversation.
It's a session designed to show you why the old approach is doing your business a disservice, and what to do instead.
What AI builders are and how businesses are using them today
The from-to – how the role of your online presence has changed
Real examples of businesses building differently
Tips and tricks for prompting: how to describe what you need
Live demo – building and iterating in real time
Selina Bieber is vice president of international markets at GoDaddy, with close to 20 years of experience in business strategy, go-to-market and product development.
She specialises in serving SMEs and entrepreneurs, making software-as-a-service solutions accessible so businesses can use them to grow.
At GoDaddy, she leads product incubation efforts, including Airo AI Builder, which is focused on meeting the real jobs customers need to get done.
Selina is also a PhD candidate researching strategic technology management and entrepreneurship at The International School of Management.
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Lightly edited for clarity.
Beth: Hello, everyone, and welcome to today's Lunch and Learn. My name is Beth, and I'll be your host today.
For those of you attending a Lunch and Learn for the first time, Enterprise Nation is a vibrant community platform for start-ups and small businesses.
I'm pleased to introduce Selina Bieber from GoDaddy. In this session, Selina breaks down what's changed for small business owners in the age of AI and why it influences how you think about your online presence.
If you have any questions throughout the webinar, please post them in the chat, and we'll do our best to answer them at the end of the session.
Today's session will be recorded, and we will send a follow-up email with further resources and the recording later today. Over to you, Selina.
Selina: Thank you so much. It's a pleasure to be back with the Enterprise Nation community.
I started my journey with GoDaddy almost 11 years ago now, and we had a lot of collaboration with Enterprise Nation when I was in the UK. So I feel like I've come full circle.
The insights that I share will hopefully give an indication of how we have evolved as an industry. It's really nice to be back with old partners and to revisit the intent we had when we started.
I am the VP of international markets. I get the pleasure of seeing how our customers, small businesses, get online, some of the challenges they face and how we unlock opportunities for them across the internet and for their businesses. That is really the focus for today.
The world right now is obsessed with AI, and I think there is a lot of hype, and maybe a little bit of FOMO. We see satirical content, informational content and promises that we try, but that maybe are not fulfilled.
Today, I want to take a step back and talk about what AI means for you and your business. That is the space where we are experts at GoDaddy, and also where I spend a lot of time talking within my network.
The example I'm going to share today is my husband's business, to show where to lean in and where there may be more opportunities compared with what we are traditionally used to doing.
The agenda today is an introduction to what AI builders are, how businesses are using them, what this represents in terms of the mindset shift between what we used to do and what we're seeing now, and how we can leverage this technology today.
I'll also share some real examples of businesses, some tips and tricks to get builders to work better for you, and then a live demo using my husband's business.
So what are AI builders? They are distinct from the large language models and tools that we are all used to. Let's call them the big buzzwords: ChatGPT, Claude and Gemini.
These are foundational. They are conversational. Generally, you have a conversation, ask something and get text output.
You need to take that output and build something from it in terms of a process. There is a little bit more lift needed to bring it together and truly make it work for your business.
Personally, I've moved a little bit away from ChatGPT, but I use Claude for ideation and family projects, for example. I've got a nine-year-old, and today I'd had enough because I missed another email from his school this week.
So I connected Claude to my Gmail and said: "I want you to scan all the school emails so I don't miss anything anymore." Now I have a to-do list for everything I need to do for him before the school term ends. That is how you can use these tools.
AI builders are different. AI builders are specifically designed to help you build something for your online presence. They take a description of your business and turn it into something functional that will serve your business and play a role in your business.
A builder implies a presence, and that's our topic of focus today. But it is something like a working site, a store, a booking system or a client portal that gets you closer to your overall business objective.
The takeaway is that it helps you grow and manage your business with the nuances of the industry you're in, and the requirements, specialisations or customisations that you might need for your specific vertical.
The technology is horizontal, but then you layer context on top to say: this is what success looks like for me.
That is the evolutionary force that we've seen in the space we're in.
What does that mean from a mindset shift perspective, and how do we need to retrain how we look at these opportunities?
Previously, it was: I need to learn a tool or hire someone to get it done. I need an agency for my marketing. I need an agency to build my website. I need another agency maybe to do my CRM.
Now it's really about: I need to describe what my business needs. That has to be clear for the AI to understand and give the output that you've got in your mind and your vision.
So what are the steps and patterns that we see consistently? Who is doing this? How are we seeing this manifest in real life?
First, someone may have a business idea. They describe it clearly, and they are able to have a working site within minutes. It's not a template. It is a site that is specifically for their business, and the output is usually in line with the quality of the prompt they've put in.
This then directly serves what they do, their services, their audience and their location.
The second type of business, and this is the example for today, is a business that has an existing site that is outdated, static or no longer reflects where that business is in its journey.
It used to take a lot to update, upkeep or maintain a site or presence. AI builders are coming in now to make that process much easier. You can rebuild and have a beautiful site within a matter of minutes.
If you want to go in and do more digging, you can get an even higher-quality output. But you can level up without starting from scratch. You just have that conversation.
The thing that surprises people the most, and is probably the most fun today, is the tasks and features that would previously have required a designer or developer.
Something like a booking system, payment integration, client portal, order confirmations, loyalty club or multilingual support.
You used to have to get a translator and developer to put all these elements together. Now, with a snap of your fingers, you can duplicate your site into another language.
This means accessibility. Opportunity online has never been as accessible as it is today, and that is the power.
If you take one thing away for your own business, I want you to take away that aspiration to say: I'm going to make this work for me. Truly, the opportunity is here today.
You don't need to learn a tool. You need to know your business really well. Nobody else can know it as well as you can. Then you need to describe it clearly. That's the shift.
If we look at the old world and the new world today, we can see that change.
You used to generally build once, with limited updates, so there are a lot of stagnant sites online. Whereas now, you can go out with something that may not be as complete as you would want it to be, because the risk isn't there in the same way. You can update it quickly.
So you build it fast, get live and then iterate constantly. You may see something, or get inspiration for something, and want to update it or try something. You can update it very quickly.
As I touched on earlier, you may have hired someone, or had to learn a tool, to supplement your knowledge and get exactly what you need. But now you can describe what you need.
With a little bit of additional effort, things that used to be quite complex are now distilled in a way that lets you find your way through them.
Websites used to be like a storefront: a static, one-way piece of branding material. Think of a shop window. You walk past the shop window and think: "This looks nice. Maybe I'll go into the shop."
Now you have the shop window, but you also have the back end that works for you.
If we look at the iterative learning loop, and the previous need to hire someone, you can now get that working system together yourself.
More than a website as a digital brochure, it is a working tool. In a way, it's a business partner. If you have the right features and the right vision, you can get it to work for you.
That leads us to the connected ecosystem.
No longer do you need to have a marketing agency doing your digital marketing, then go and publish social media assets yourself, then create a connection with your website. You can do everything across all of it because it is a connected ecosystem.
You can test something. You can spin up a new page, landing page or campaign within minutes. You can create a mock-up of a category of new products that you may be selling. If you don't like it, you can remove it.
The effort of having to plan, think clearly about the design and manage the margin of error was much less flexible previously. Now you can ideate with the tools yourself until you get something that meets your need.
And if you fail, it's not as much of a risk as it used to be because you can come up with the next thing very quickly.
The final point is that the tool adapts to you. That is critical to take forward. Why does this matter?
Number one, everybody is talking about AI. It is the buzzword. Competition is moving. They can update their site in the afternoon while you are waiting three months for a developer.
The pace at which we see people and businesses moving is very fast, and that becomes a compounding gap. You need to lean into the technology.
Customer expectations are also changing. When customers have access to the same technology that we have access to, we need to stay in touch with changes in their behaviour and their expectation for instantaneous response.
I live in Dubai in the UAE, but I'm from Australia, so I go back home to Australia. The mindset shift for me between those two geographies is very different. Dubai is a very tech-integrated city, but Adelaide in South Australia less so.
I have this shock because my consumer expectations, even from a digital small business, are not met by a lot of businesses in Australia, simply because the demand isn't there in the same way.
It's really important to understand that we have access to information and data from our customers today. Feeding that into the system and using the technology to move with it is really important.
The cost of getting this right has dropped. Previously, if you had to pay a couple of hundred or thousand pounds for professional support to build something, today you can prototype it yourself. That is a huge unlock in terms of opportunity.
It also means you can look credible from day one. I've seen a lot of example sites where the business is just starting out and testing the waters, but the site looks fully professional, with integrations and everything. It may be a prototype, but it looks credible.
That is a real opportunity for us to take an idea and not sit on it, but bring it to life immediately.
Let's look at some real examples from businesses that we've sat down with and worked with.
Space Alchemist is a customer of ours. She was involved in a campaign we ran earlier this year. This is actually her side hustle.
She is focused on mindful organisational practice in different spaces. She helps people shape their spaces for calmness and focus. It's very specific and a very niche business.
She built this site with a base foundation. She had clarity that she had these packages, wanted people to come and consult with her, and wanted it to be a lead generation platform that highlighted her philosophy and purpose.
Once she had launched with that, she started to look at other opportunities. As her business evolves, because it is a side hustle, she is able to test into the blog space, for example.
When we met with her, she said: "I got my first lead through my website." That gives her another layer of information to adapt to. That's the real point.
I'm going to move to the second story, Jadilla Shop. It's an online fashion store. This is a journey.
Again, it started as a simple online store and progressed from there. She started with the store, then began adding categories and best-selling products because there is a data loop. As she sells, she has more data, which allows her to make the next decision.
What do I need on the site? What is the next feature?
Then she added a sample sale page, so she started getting into promotions and discounts. She then saw that she had demand from international customers and clients, so she added international and multi-currency support.
Then she started to ask: how do I manage my growing customer base? So she added email confirmations and transactional emails.
Every month, she takes the business data as an informational step to understand what the next growth phase or growth action should be for her business. That's the loop she works with for her online presence.
You can see that it starts with the online presence, but ends up being part of how you grow and manage your business because you create that loop.
That is where it truly becomes your ecosystem. It becomes your tool or your business manager to help you move forward.
This is the confidence loop. It's not unusual. In fact, it's probably the norm for a lot of small businesses to question what they can achieve and what they are capable of.
But this is a pattern. You need to get started.
We all hear across different forums that if you don't start, you will never move forward. If you don't get started, you're always going to remain static.
So you start with the first question: can I get a store online? Can I really do this? Then, if you do it, you say: "Wow. I've done it. Excellent." So there's another layer of confidence.
Then you ask: what if I organise that store better? What if I had a sale? How would that impact my business?
This idea of continuously asking questions and seeing the results is a test cycle in itself. Each small win reduces the anxiety about the next decision you have to take as a business, and that builds confidence.
That is the ability to say: "I am going to try something and not be afraid of whether it wins or loses. I'm going to take the information and use it to formulate my next step."
From a timescale perspective, the example here, and for any small business, is that she isn't waiting months for a developer to tell her whether something is possible.
She's saying: "I think it's possible, or I want to try and see whether it's possible, so I'm going to do it myself."
It's a direct response to her customers. It's not a hypothesis. It's not putting your finger in the air and guessing what you should be building.
She's saying: "I've heard this feedback from the data, the sales data, the conversations I've had with customers and the clicks I've had on my various products, so I'm going to respond to it."
That feedback loop between what customers do and what you change on your site is what separates the businesses that grow their online presence from the businesses that just maintain it.
So what do these two examples have in common?
They didn't learn a new tool. They described their business. They iterated. The first version was not perfect.
We have to get used to that, especially digitally. The biggest opportunity of digital is that it does not have to be perfect the first time. You can continue to iterate.
They're live and operating. They took the plunge. They moved from the first step and are not stuck in planning mode.
They are actively improving their business as they go. The more they used it, the bolder their decisions became. That is the confidence loop I hope every small business can experience so they can take that step forward.
Now, obviously, it comes down to how well you can do it. I'm not sure how rehearsed everyone is in AI, but it really comes down to a shift from super technical knowledge to incredibly good articulation.
The new literacy is how you describe your business. Words are your superpower. It is becoming incredibly important to articulate yourself because every AI tool you use will base its output on the quality of input.
The input is a direct driver for what you get on the other side. If it's low quality or non-descriptive, what you get as a result is not going to be in line with your vision if you haven't explicitly stated what that vision is.
Here are some very generic prompts versus more detailed prompts.
"Make me an online store."
Who are you? What do you do? Do you sell soap, or do you sell rubber ducks? You could take either. You could run with both. But you need context.
"I need a website for my business."
Great. Even if you write what your business is, if you say, "I need a website for my business. I am a space alchemist," or, "I redesign and organise spaces," there's no information about the font, the vibe of the site, the colour scheme, or the feeling and emotion you want to give your audience.
You have to provide this context.
If you don't know, and you're having fun and ideating, then ask: "What do you suggest? I don't know what I want to start with. What would you suggest?" You can start the conversation that way.
One-sentence or half-sentence prompts will not give you the output you want. You need to be specific.
For example: "Build an online store for handmade candles. Categories: soy, beeswax and seasonal. Include a shopping cart, checkout and an about page with our brand story."
You have already specified what you want, so the foundation will be built accordingly.
Here are some real prompts from our GoDaddy Airo AI Builder that have worked.
"Build a premium plumbing services website for Brisbane homeowners."
I love this one: "Create a website for my Montessori Academy, children eight weeks to five years, 10 pages."
That's quite specific, and it will pull in the details it can find, or thinks are appropriate for the vertical, which is Montessori teaching, and match that with the different areas specified.
The next one says: "I want a booking website."
So you have the context. You're not starting from ground zero. You're saying: "I'm going to start at 30% of what my 100% vision is," and that will get you much further.
Some quick rules on how to do this: be specific about your problem when you're prompting. Describe what you want, not just what's wrong. You can describe what you want and what you don't want as well.
I'm a Libran. I'm quite indecisive, so I also provide the negative information. I say what I don't want, but then I also define the positive space of what is acceptable within my current ideation process.
Mention your industry and location because it will pull from what is normal, or what context is available, across all the knowledge for your specific industry.
This is where it becomes helpful if you want to step outside the general vibe or theme for your category.
Take coffee shops, for example. We did a lot of tests around coffee shops. If you want to break out of the norm, then say: "I want something off the beaten track. I'm thinking about this colour and that colour." You can drop in links for inspiration.
That's when it starts to get fun and specific, and you get closer to what you want as an output.
Try to list the pages or sections you already know you want for your website.
Don't overwhelm it to start with because it generally works in planning mode and breaks things down into pieces. One clear task per prompt will allow you to make a change and then build on it.
If you're not happy with the change, you can iterate until you get to where you want, then relate it to the other features you're going to build.
The last one is my favourite: write like you'd explain your business to a friend.
That's truly what you're doing. You are talking to someone who is there to listen, and you can ask questions back and forth to validate your assumptions.
Now I'm going to give you the live demo. Because I'm conscious that I want to save a little bit of time for questions at the end, I've prerecorded it.
I'll tell you how I started it and the business context. This is my husband's business. He is a coastal engineer. This is his existing website today.
It's pretty flat. We've talked about redesigning it for the past year, but we've never got into it.
You can see he's got the experience here. It meets a purpose, but it doesn't do the tasks that it could do.
I've got a lot of context in Claude that I use to help ideate with his team. I used Claude to bring things together and say: take all the context we've talked about.
I sat down with his employees and asked: what could AI do for you today? What do you have that is difficult?
What gaps are there in your management process that you might need automated or might need support with? What is failing from a digital marketing standpoint today? What is not working on your website?
It came up with this agentic AI strategy and opportunity map specifically for his business. It's a coastal engineering business, so it's very specific. It's B2B and technical.
The problem they've had with agencies is that they just can't get the level of technical content they need. Because a lot of the work is public sector as well, you can't talk about it in the way you would with traditional advertising.
So I took this opportunity map, and there are seven domains: business development, market and competitive intelligence, technical standards and gaps where AI could potentially support company operations today.
Then there's the target customer case. So how do I take this and put it into GoDaddy Airo AI Builder to see what the outcome is?
I went into my Airo control panel. This is what I talk about when I talk about context, because I know what I want to do.
I'm saying I have an existing site that I want you to rebuild. But I didn't just say: "I want you to rebuild."
I took his existing site and looked through it. What am I taking away from this to put into Airo Builder? What are the different projects? What do I need to QA when I compare the output?
Then I took it back and started to write the prompt. I said: "Rebuild my site." I added the URL, but I also said: "Reimagine it." Then I gave the context of what the business is and what it does.
Here, I made a mistake. I said design consultancy working for clients across the MENA and broader region.
I was thinking about what to say, but what I ended up doing was misdirecting the builder to overfocus on the MENA region. I spent a lot of time trying to rectify that, so that was a learning for me when building and managing the AI.
I gave specifics that the rebuild should maintain the brand colours because that's already part of the company identity, and I added a few more instructions.
Here is the full prompt. I've also given the context of the website's role: why do I need this?
That was my starting point. I said it needed to support leads and act as a shop front. Then I generated it.
This is the initial output that I had. I was cross-checking it with the AI transformation file that I'd brought in.
I went through and looked at the font, the pages and some of the claims we had on the website. After some back and forth, I had all the pages built out.
Some of the images needed to be pulled from the original website, so I went in and iterated. It was a back-and-forth conversation.
With project experience, there was a little bit of confusion between experience and the actual services, so I was able to say: split them up.
I love the layout here because it has gone in and taken all the skills needed for the different service areas.
Then I've got the experiences in terms of the actual projects and the build. It's increased the language to the technical level that I needed because that was another brief I gave as I went through it.
This is where I overcorrected on geographic reach, but this was a process of me building for about 45 to 60 minutes last night before I went to bed.
Every piece makes you think about the way you want to structure it. This one specifically, I really liked the way it ended up. Now I'm going to go to the website itself because you'll see the final product.
This is the published version. You can see the comparison between the two sites. This is the original one, and this is the one I've rebuilt with Airo AI Builder. It looks crisper and more sophisticated.
I was also able to add, from my AI file, something into Airo Builder. I said: take one potential opportunity area out of this file and build it for me.
What we did was create project documents, which are effectively a case study.
It built this page, and it isn't exposed. It told me: "I don't think we need to expose it in the top nav. I'm going to put it here."
But it becomes a lead gen form. If anybody wants to come and get the information, they can put in their details and download the PDF.
Then we're able to collect leads for the business and reach out to them. So it starts to lean into business development.
This is just starting. I'm going to build on it, but I wanted to show you this because this is the capability. You start a conversation and then you build, and the opportunities are endless, especially if you know what you want to do.
I'm at time. I wanted to leave time for questions, but I will pause there. Hopefully, that was beneficial.
Beth: That was brilliant, Selina. Thank you so much.
It was brilliant to see the contrast between the two websites. As you say, the capability really is impressive.
We have had a few questions in the Q&A and in the chat, but we don't have time to get around to them now. I've popped Selina's details in the chat, so please reach out if you would like to ask Selina your questions.
Brilliant. Thank you so much for joining today, everyone.
Selina: Thanks, everybody. Thanks for having me. Bye.
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