AI is fundamentally changing the way people buy, and today more so than ever, the buying journey is happening before a buyer ever reaches your website—starting in AI engines like ChatGPT and Claude, progressing through dark social communities, and culminating in review sites and private community channels.

This shift has transformed what websites need to be. They’re no longer digital brochures. They’re engagement platforms. Education hubs. Revenue engines.

At our quarterly “What’s New at Sequel” event today, we outlined our vision for what we call the Intelligent Website—a website that’s personalized, dynamic, and data-driven. One that learns from every visitor and drives measurable business impact.

If you weren’t able to attend the virtual event, you can watch it here on demand. In the meantime, ere’s everything we announced, and why it matters.

Why Intelligent Websites?

Over 80% of CMOs now say their website is their number one owned growth channel. In the age of AEO (Answer Engine Optimization) and GEO (Generative Engine Optimization), your website has become the most important place on the internet for your business—but not in the way you might think.

Gone are the days when websites could be designed around static content meant to educate buyers and optimize rankings in search engines. Buyers are still craving education, but today that happens outside of brand websites in answer engines, communities and review sites. Yes, your site still needs to house your educational content, but now it’s serving more as a reference library to train search engines and large language models. 

In this new world, engagement is the primary driver that brings visitors to your website. By the time buyers arrive, odds are they’ve done their homework and now they’re looking to decide—and as buyer behavior changes, so must your website.

The best marketing teams are already building this future. They’re hosting communities of tens of thousands directly on their websites. They’re running AI-powered webinars. They’re publishing on-demand video libraries that drive millions in pipeline—without ever sending their audience somewhere else.

That’s the power of the Intelligent Website. And that’s what we’re building at Sequel.

Sequel is a virtual event and webinar platform that’s fundamentally different because it allows you to host your entire event experience directly on your own website—not on a third-party platform. While traditional webinar tools send your audience to external destinations where you lose control and visibility, Sequel embeds the full experience into your site, allowing you to capture comprehensive engagement data, track attendee behavior before, during, and after events, and create a seamless, branded journey that keeps your audience exactly where they’re most valuable: in your owned digital ecosystem.

2025: The Foundation

Before we dive into what’s next, it’s worth looking at how we got here—because while the virtual events space has largely consolidated around a few legacy players, we’ve stayed focused on moving fast, listening closely to our customers, and shipping the features that actually solve their problems, often at a pace that surprises even us. 

To that end, these are the major launches that shaped 2025:

Audience Engagement Evolved

We shipped significant improvements to the virtual experience, including surveys, AI chapters for on-demand replays, a resources tab in the virtual stage, and PPT integration. But the standout feature was Automated Simulive—allowing marketers to run pre-recorded webinars as scheduled events with automated engagement moments. Almost all of our customers adopted this feature within months.

Audience Insights: Connected Data That Matters

Most webinar data stops at surface-level metrics. You know who registered, but not who paid attention, what they cared about, or what they did next.

Audience Insights changed that by connecting webinar engagement with on-site behavior to create a single, continuous view of each person and account. Because events run on your website, Sequel captures what attendees do before, during, and after a session, then pushes that context directly into your CRM.

Sales gets immediate, usable context for follow-up. Marketing can clearly tie events to pipeline and revenue. You know exactly what content resonates and what your audience is doing.

Event Series: Compound Your Momentum

Instead of starting from zero with every webinar, Event Series lets teams group related webinars into ongoing programs that audiences can follow and subscribe to.

6sense used Event Series to run their LevelUp masterclass, generating 8,600 registrations and influencing millions in pipeline by compounding engagement at the account level across sessions. After LevelUp’s success, they launched Blueprint—applying the same programmatic approach to continue growing their audience.

In-Person Events: Unified Engagement

We brought in-person events into the same system as webinars. Registration, approvals, check-in, attendance, and follow-up all run through Sequel, so in-person engagement is captured, unified, and activated just like digital events.

Global Engagement Suite

With customers like Carta, Riskified, Cognism, and Newsweek, global reach became critical. We launched Sequel AI Dubbing, UI Languages, and Multi-Language Closed Captions to make webinars accessible worldwide. The reality: 76% of customers drop off if the experience isn’t in their native language.

AI Video Repurposing Hub

Every session is captured using HD Local Recordings—each speaker recorded in high quality at the source. AI Studio then uses those recordings to automatically generate clips, summaries, and written content directly inside Sequel, with AI-assisted editing.

85% of our customers are actively using AI Studio. One customer turned every webinar into 12 pieces of content within an hour. That’s content velocity.

2026: The Intelligent Website Comes to Life

Now, let’s talk about what’s next. These launches represent more than a product roadmap—they’re our vision for the future of digital engagement. A future where your website doesn’t just display information, but actively responds to each visitor. Where personalization happens in the moment, not hours later. Where engagement data doesn’t sit idle in dashboards, but immediately drives action. This is what happens when you combine the power of AI, the richness of video, and the control of your owned digital properties. 

We believe Intelligent Websites must do three things exceptionally well:

• Engage audiences with compelling experiences
• Personalize those experiences to each visitor’s needs and context
• Act on engagement signals in real time across your entire revenue stack

Every feature we’re announcing today maps directly to one of these three pillars.

This is the Intelligent Website, brought to life.

ENGAGE

The first pillar of the Intelligent Website is engagement—creating experiences so compelling that your audience wants to stay, participate, and return. These features are designed to transform your website from a passive destination into an active hub where meaningful interactions happen at scale.

Virtual Summit Events

Creating a fully branded virtual summit experience on your own website—with multiple tracks, sessions, and seamless navigation—has traditionally required heavy custom work or resulted in fragmented experiences.

Virtual Summit event types solve this. Embed the entire summit experience directly on your website (or host on a Sequel microsite), and Sequel handles speaker profiles, agenda, session navigation, and smart user redirection between sessions. A workflow builder lets you visualize tracks and sessions in real-time.

ZoomInfo hosted their GTM 25 Virtual Summit fully embedded on their website. With thousands of attendees and easy navigation between sessions, they booked 100 demos during the event.

Certifications

Issuing certifications based on engagement is typically manual, delayed, and disconnected from the attendee experience.

With Sequel Certifications, you define the threshold, and once a user hits it, they receive a real-time in-app popup with a personalized PDF certificate. Custom certification emails follow automatically.

This creates an immediate reward loop: higher completion, better engagement, zero admin work. Perfect for customer education, partner enablement, and onboarding programs.

Autopilot 2.0

As teams scale, consistency becomes critical. Even with strong tools, marketers spend time configuring chats, surveys, and session timing for each event.

Autopilot 2.0 takes automation further: schedule chat messages and surveys in advance, schedule settings (like turning chat on 15 minutes before a session), and create reusable assets you can deploy across events.

Small teams can now scale like big teams: consistent engagement, less setup time, fewer mistakes, higher quality programs. Webinars on auto-pilot.

PERSONALIZE

Engagement without personalization is just noise. The second pillar of the Intelligent Website is the ability to understand who each visitor is, what they care about, and what they need—then adapt the experience accordingly. These features ensure every interaction feels relevant, timely, and valuable to the individual.

AI Repurposing + ChatGPT Connector

Webinars are some of the richest content you create, but repurposing is slow and value dies after the live moment.

We’re launching Sequel.io as a native ChatGPT app, allowing marketers to securely generate written content directly from their Sequel webinar library inside ChatGPT—using their existing custom GPTs and brand voice.

Plus, we’re upgrading the entire repurposing pipeline with presenter reordering, overlays, and more customization options.

One webinar becomes a repeatable content engine: polished clips plus blogs, newsletters, and social posts—without switching tools.

AI Personalization Engine

Most webinar experiences are generic by default. Everyone sees the same messaging, resources, and CTAs—regardless of who they are or what they need.

The AI Personalization Engine lets marketers create segmentation in Sequel and display dynamic content based on those segments—different text, messaging, links, and CTAs. It tracks users across top, middle, and bottom of funnel behavior and automatically shows the right content at the right time.

Higher engagement. Higher conversion. Without engineering or endless rule building. Perfect for segmented CTAs, enterprise vs SMB messaging, and funnel-stage-based experiences.

Sequel Intelligence (Beta)

Webinars generate incredible data. When embedded on your website, Sequel collects even more: page views, clicks, polls, chat, reactions, and rich context from what was being discussed in the moment.

The challenge: making sense of it. High-intent signals get buried across CRM objects and activity logs.

Sequel Intelligence analyzes that complex data for you using a bespoke AI system. It looks at every action—page views, widget interactions, polls, chat, reactions—and combines it with context like page content and transcript data, including what the speaker was saying at the exact moment someone reacted.

From all of that, Sequel Intelligence generates clear summaries, intent indicators, and recommended next actions.

This turns overwhelming engagement data into something usable. Instead of guessing or digging through CRM records, teams get clear insight into who’s engaged, why they’re engaged, and what to do next.

ACT

An Intelligent Website doesn’t just collect data—it puts that data to work across your entire go-to-market motion. The final pillar is activation: ensuring that the rich engagement signals you capture flow seamlessly into the tools your revenue teams use every day, turning insights into action without manual work or delays.

Sequel Marketplace + Data Connectors

Modern marketing teams run on large tool stacks, but integrations and data movement are rarely easy. Engagement data gets stuck in silos, and teams spend too much time wiring tools together.

We’re introducing the Sequel Marketplace with expanded native integrations and data connectors:

• ChatGPT app for content repurposing
• Webflow and Contentful apps for easier website embedding and CMS automation
• Clay to expose Sequel’s rich engagement data to any system
• HubSpot Campaigns to extend our existing native integration
• Two-way 6sense integration to map segmentation, pull in high-intent accounts, and share Sequel insights back

Sequel becomes a connected layer in your stack. Content and engagement move automatically to where teams work.

Admin Experience: Built for Scale

As Sequel has shipped more powerful features, we’ve reimagined the dashboard to handle complexity without friction:

• Improved event creation flows
• Reusable assets (polls, CTAs, resources)
• Enhanced roles and workspace improvements
• CRM logs that make it easy to re-trigger flows when something goes wrong
• Activity logs so admins can see exactly what’s happening

Faster, clearer, easier to operate at scale—reducing setup time, cutting errors, improving collaboration.

The Intelligent Website Is Here

These launches aren’t just product updates. They’re our answer to how buying has changed—and what your website now has to do that it never had to do before.

Websites aren’t dying. To the contrary—we believe your website should be the most powerful channel you own. We believe video is the most meaningful way to connect with your audience. We’re the only ones who brought the two together—and now it’s more important than ever.

The companies who truly understand this shift will pull dramatically ahead in the next 12 to 18 months.

We’re grateful to work with teams of all sizes—from Clay, 6sense, ZoomInfo, and Apollo, to Riskified, Astronomer, and HG Insights—who are already seeing real results with Sequel.

If you’re a Sequel customer: Book time with your account manager to see how you can use these features today. Ask about our Wayfinders program for early adopters.

If you’re not a customer yet: Book time with us to see the power of Sequel. We’ll create a personalized experience just for you.

Welcome to the rise of the Intelligent Website.

Want to learn more? 👉 Book a demo to learn more about Sequel. or join our community to stay updated on the latest innovations.