For years, FAQs were treated as the junk drawer of the web. As UX/content advisors, we warned clients against using them as a patch for poor planning. But with AI and generative search platforms changing how people discover information, it’s time to revisit our advice. The FAQ format, or broader Q&A content, is enjoying a strategic comeback, not because it was misunderstood, but because the way people encounter content has fundamentally shifted.