How Can A.I. Improve Your Website’s Design?

Artificial Intelligence is working its way into a variety of industries and in general, changing the way we work. But what can it do for your business’ website?

From the design and building process, to maintenance and marketing, there are plenty of ways in which AI can give your website a boost. While it may seem counter-intuitive, incorporating AI into your web design and development can actually enhance user experience and human-centred processes through data collection and analysis. It turns out when it comes to human-centred design, the best person for the job may not be a person at all.

There will of course always be benefits to working with real people. AI powered websites have yet to supplant designers, developers, and other creatives. But, there are a number of ways in which an AI powered website can enhance design, UX, and marketing practices.

Design and build your website faster

We know better than anyone that a good website takes time. Often, more complex websites can take months to complete once we move into the development phase.

Illustration - building a website

AI can help– particularly in early design phases. Many agencies are now applying machine learning to the design process, leveraging the power of AI to gather data. What does this have to do with design? Machine learning can collect client requirements for their website, and match them with existing market trends and user data. This ensures a design that meets client needs and incorporates UX/UI best practices.

Engaging in these processes earlier in the design process saves clients time trying to align their vision with trends and best practices. This leaves more time for developers to get into the nitty-gritty of building.

Enhance your customer’s experience

Once your website is actually built, does AI still have a role to play? The answer is a resounding yes. And, if you’ve ever visited a website with a chatbot in the bottom right corner, that’s AI at work.

As people get more and more accustomed to talking over text, chatbots are getting better and better at providing effective replies. Customers need not worry about their security when engaging with chatbots, thanks to techniques like data encryption, behavior analysis, and multi-factor authentication.

Illustration - communicating online

AI helps to shape websites for the modern world– and not just in relation to chatbots. As systems like Alexa, Google Home and Siri become a part of our day-to-day lives, voice search adaptability is becoming an essential aspect of web development. These adaptability tools help websites become available in voice activated searches.

In this way, designing and building your website to incorporate AI and machine learning can help your website communicate with customers in new and exciting ways.

Gather data for more effective UX

It’s certainly possible for humans to collect data in order to build a better-targeted website. But there’s nothing quite like AI to enhance these processes.

As discussed, AI can assist in early design phases of the website, gathering information about target audiences and using data to inform the architecture of the site. But a site powered with AI can also gather statistical information to identify customer needs through consumer behaviour analysis. Once you’re aware of the choices users make on your website, and the ways in which they navigate, designing around those choices becomes intuitive. In general, a website powered with AI can work for your customers– from the early design stages to post-development.

Personalize content and target specific users

One of the most useful benefits of an AI powered website is targeted marketing. AI can help answer important questions about your consumers. The answers to these questions are often easy to observe in a brick and mortar setting, but a lot more difficult to understand in an e-commerce environment.

Illustration - e-commerce and marketing

With more and more businesses moving online, it’s definitely a smart idea to leverage technology in order to enhance your marketing efforts. This applies to e-commerce websites, where machine learning can work to gather data on customer behaviour. That includes shopping behaviours such as product preferences, mediums or platforms used to shop, and time spent on specific products.

If your website doesn’t have an e-commerce element, there are plenty of other ways to benefit. Machine learning can also be useful in personalizing content and targeting specific users based on their interests and preferences. A tailored approach to content generation can go a long way in helping you connect with your users.

The final word

It may seem strange, but AI and machine learning are actually wonderful tools to connect with your audience online. Ironically, emerging technology’s uncanny ability to collect data and learn about consumer needs and desires helps bridge the gap between customer and business.

Whether you’re looking to build a website fast, create a unique, tailored, customer experience, improve your website’s UX, or enhance your marketing strategy, a website powered by AI is a great place to start.

For all this and more, Design In DC’s digital creative agency is here to help:

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