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How to Improve Your Website with Artificial Intelligence

How to Improve Your Website with Artificial Intelligence

Product design
8 min read

A website is essential for any business or organization. Yet, it is not enough to stay competitive in a crowded digital space. To stand out, ensure that your solution is not only visually appealing, functional, and optimized for user experience. One way to achieve this is to improve your website with Artificial Intelligence (AI). 

According to the IBM 2022 report, 35% of companies use AI in their business, and 53% of IT professionals accelerated their rollout of AI over the last 24 months. But what is the main reason to implement AI-powered tools? 65% of businesses benefit from reducing manual or repetitive tasks. 

Is their use limited to this? Not at all.

Arounda has been designing innovative software solutions for many years, proving the impact of artificial intelligence on business success. And in this article, we will talk about 12 ways to use AI for your website — from its creation to security measures and customer analysis. You’ll learn how to improve platform efficiency, user engagement, and profit.

How to Improve Your Website with Artificial Intelligence Tools

Want to improve your website with Artificial Intelligence? We prepared 12 inspiring ideas. Some can be used on separate resources or connected to your platform using the API. But, of course, if your budget allows, it is better to develop a custom solution for the needs of your business.

1. Website Creation

If you haven’t enough resources or skills for custom development, AI-powered solutions can be an option. Input basic information such as the website's purpose, preferred design style, and content type — and the AI-powered tool will generate a solution optimized for user experience and functionality.

AI-powered website builders can be fast and cost-effective. However, they may not offer the same customization or flexibility as traditional ones. Also, you will have less control over the development process. 

Popular solutions include Wix ADI, Bookmark, The Grid, Firedrop, and Adobe Dreamweaver.

2. Search Engine Optimization

AI-powered tools can analyze search patterns and suggest relevant keywords for website content. Also, they examine keyword density, meta descriptions, and internal linking structure for texts and alt tags, video titles, and descriptions for images and videos. 

You can use AI SEO to improve your website, tracking the effectiveness of your strategies and making data-driven decisions.

Many AI-powered SEO tools are available today, including MarketMuse, Frase, BrightEdge, SEMRush, and Ahrefs. Airbnb, Uber, and Spotify use such solutions to optimize content and increase organic traffic.

3. Real-time Personalization

In addition to technical conveniences, AI helps to improve customer experience. It analyzes user behavior and preferences, group users, and predict their wants and needs. This way,

companies create dynamic content to provide personalized product recommendations or customized landing pages.

You've seen this option on Amazon, Netflix, Spotify, and Airbnb. These giants provide users with content and offers based on their interests, preferences, and history.

4. Content Creation

While the world is going crazy with ChatGPT, let’s talk about all the possibilities that AI-powered content creation tools provide.

Third-party programs like ChatGPT, Articoolo, Wordsmith, Quill, and allow you to get ideas and create social media posts, product descriptions, or articles. A clear task setting and text revision are necessary for a superb result. Anyway, you can get unexpected insights and greatly speed up content creation.

Solutions built into your website are more powerful. They can analyze user data, search patterns, and social media trends to generate relevant and engaging content that resonates with their target audience. Forbes, CBS, Reuters, and The Associated Press use AI-powered content creation for their websites.

5. Online Customer Service

AI-powered chatbots are the best way to provide 24/7 customer service support, answer frequently asked questions, and help customers navigate the website. They use natural language processing (NLP) to understand user inquiries and provide personalized responses.

This helps offload the support team and switch them to more challenging situations. H&M, Sephora, Lyft, Duolingo, and thousands of other companies across industries have already felt the benefits of this approach.

Also, AI can analyze customer feedback, reviews, and social media comments to understand their sentiment and identify any issues or concerns. 

6. Churn Prediction

Want to predict user churn? AI-powered tools may be helpful. They analyze user behavior, engagement, and other factors, allowing businesses to take proactive steps to retain them by offering personalized incentives. Also, AI identifies frequent page exits or slow load times, so you may address these issues and improve UX.

Amazon, Netflix, IBM, Salesforce, and Spotify use AI-powered models to predict and lower user churn. 

7. Accessibility

Modern companies should ensure their websites are comfortable for everyone, including people with disabilities. AI-powered tools help include text-to-speech technology, image recognition, voice assistance, captions and transcriptions, color contrast optimization, etc.

For example, Equal Access Toolkit (IBM) guides creating accessible content for people with disabilities. VoiceView (Amazon) helps visually impaired individuals navigate the company's products and services. Project Euphonia (Google) improves speech recognition for people with speech issues.

8. Lead Generation/Data Collection

AI analyzes user behavior and preferences to identify potential leads, optimize website forms, and collect data for marketing purposes. It automatically scores leads based on their conversion likelihood, allowing you to prioritize your follow-up efforts and focus on high-quality prospects.

HubSpot and Salesforce already use AI-powered tools to generate and rank leads, identifying potential customers.

9. Text/Language Analysis

With AI tools, businesses improve their text/language analysis efforts by providing insights into user sentiment, interests, and preferences. Also, you can check your copy for grammar, spelling, and style errors.

Grammarly, Acrolinx, Google Cloud Natural Language, and Amazon Comprehend will help you automate such work.

10. Design and User Experience

Need recommendations for grid layout, color schemes, and other design elements? Or want to provide a more engaging and relevant user experience? AI-powered tools allow you to create good UI/UX or improve an existing one and personalize website design based on user preferences and behavior.

Let AI improve users’ experience using The Grid, Wix, Adobe Sensei, Squarespace, or Weebly.

11. Testing

AI can help with website testing by automatically identifying and reporting bugs, errors, and performance issues. Its algorithms can simulate user behavior and interactions to check load time, responsiveness, and functionality. Also, use A/B testing to evaluate different website versions to see which performs better.

Microsoft, Amazon, Google, and IBM already benefit from AI-powered testing tools. 

12. Security

And finally, AI can determine and prevent potential security threats to websites. It analyzes user behavior, detects possible malware or unauthorized access, and notifies the website owner to take necessary actions.

In many jurisdictions, businesses are required by law to protect their users' data and ensure website security. Failure to do so can result in fines, legal action, and reputational damage.

Many big brands use AI-powered security tools to protect their websites from cyberattacks. They include Cisco, Citibank, Ford, Pfizer, American Express, and others.


Implementing AI tools in website development has become a game-changer for businesses, providing them with a competitive edge. By using AI-powered solutions for tasks like content creation, SEO optimization, personalization, and security, you can enhance the user experience and boost your online presence. 

However advanced AI tools are, you may need human touch to get a top-notch UI/UX design. If that is the case, contact Arounda. We develop website branding and design, conduct market research and audit to give you a user-friendly solution that will be effective for your business goals.


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8 min read
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