The evolution of website design began in the early 90’s; during this era of technological antiquity, websites were incredibly simple. First time users, brand new to the internet, connected with dial-up modems. Then, from the mid-90’s entering into the early twentieth first century, came the technological renaissance; this era ushered in the use of flash and visitor-focused designs, with background images and 3D buttons for navigation. The present, technological industrial era is the longest active one, beginning in the mid-2000s and extending to the present; our latest era gave way to the advent of Web 2.0 and the emergence of no-code website builders using templates to design websites. Fifteen years after its first inception, templates are still being utilized as the main building blocks for web design. However, all of that is changing, as we are currently entering into a new era spurred by technological advancements in artificial intelligence and machine learning.
Hi. My name is David Kosmayer, and I am the founder of Bookmark.com. I’d like to discuss how I see artificial intelligence evolving from our current web design process by combining the creativity of humans and the optimization of AI/machine learning.
When it comes to artificial intelligence and web design, many graphic designers immediately think their jobs will be outsourced to robots. Another group feels there is no way a machine can be better at designing a website than a human, as it requires a human understanding to design. Although, as advancements in AI technology are continually creating new efficiencies over current processes, it’s likely that machines will be able to design more appealing websites in less time.
Let’s explore how I see this new evolution playing out. First off, templates must go. Added constraints of having to work from a template does not provide the fluid environment needed for machines to do their magic. Templates create a static design that need to be changed by humans in order to create more complex designs. This process is rigid, time consuming and laborious, which most small business owners can not concede. No wonder why 95 percent of small business owners world wide hire a professional to create and manage their websites.
One way to improve upon the dated process of designing websites using templates is by combining artificial intelligence and automation with human creativity. To make a website, a business simply needs to answer a few questions about their personal preferences and business type and, voila, a website is created for them in minutes.
Automated website creation uses “smart” predictions choosing which sections, elements, images, text, and design styles would work best. These predictions power instantaneous decisions through sophisticated deep reinforcement learning algorithms relevant to each business owner’s specific industry, audience, geography, and business goals. Website, then, best reflect both personal preference and business type functionality.
Once a customer's website is published and their goals are set, machines will begin monitoring and analyzing incoming website traffic to suggest changes based upon scientific data, which is, then, used to increase each categorical business’ ROI. Machines can also monitor your website’s customer engagement metrics against previous benchmarks within your business category and across all general websites as well. By continually monitoring your website performance, AI/machine learning can detect which asset combinations are performing the best to drive ROI.
The idea behind using machine learning and automation in website design is simple, every business owner will have a website that is perfect for their business type; moreover, the website will continue to evolve on its own as AI/machine learning analyzes data to suggest optimal changes for your business. You can think of AI powered websites like an automated google analytics expert at your fingertips. No longer will you need to be an a/b testing expert, using expensive software run your own tests; machines will do this for you. The best part, changes will be benchmarked across your entire sector, so you actually know how you stack up against your competition.
Website design is evolving and artificial intelligence is adding new value in ways never before fathomed. AI isn’t here to replace us; it’s here to help us and this shift in trend is only beginning to unfold.