Ask HN: How to adapt a company to the AI future?

Pretty simple question but I don't think I found a great answer yet.

So imagine being some generic software company/platform that does X. Classical web funnel, with organic search + paid ads, plus some sales/cold calling to bring in customers.

Now we see how ChatBots threaten that funnels and people seem to use that instead of many searches they did before. Am I right to assume that the first action as a CTO should be to transform the company platform into a "headless mode" (iE: API first), which in turn can be plugged in the new bots somehow (like the just released ChatGPT Plugins)? And then what, is that all that can/should be planned to do right now? Can you foresee anything that will be needed or an important competitive advantage soon?