You’ve probably heard the buzz about the powerful new AI tool, ChatGPT. It’s generating a lot of excitement, and in the web design community, it has ignited fresh debates about the role of Artificial Intelligence (AI) in website creation.
Let’s explore these AI tools, their capabilities and determine whether it can truly replace humans in building engaging, conversion-focused websites.
Let’s begin with ChatGPT. Launched in November 2022, it’s the world’s first AI-driven text generation tool. Leveraging OpenAI’s GPT-3 language model, ChatGPT produces human-like text through machine learning, combining supervised and reinforcement learning techniques to achieve its impressive results.
AI tools are increasingly being integrated into web development. Some notable examples include:
- DALL-E, also from OpenAI, generates AI-driven images based on text descriptions.
- Microsoft’s Sketch2Code converts hand-drawn website sketches into HTML code.
- GitHub’s Co-Pilot, powered by OpenAI Codex, offers real-time code suggestions and completes functions directly within your text editor.
- Canva has incorporated the AI text-to-image tool ‘Stable Diffusion’ into its platform.
- PlaygroundAI and MidJourney create AI-generated imagery and designs.
For more AI tools, check out Futuretools.io.
These AI tools are undeniably impressive, but it’s important to remember that they rely on the vast amount of content that humans have already created and published online. Without human creativity, they wouldn’t exist. This reliance also means you need to be cautious about copyright issues and make sure to fact-check the content they generate.
While some people may feel intimidated by AI, I wonder if they’ve really given these tools a proper try. Once you do, you’ll find that the AI tools can be incredible for generating ideas and accelerating the creation of copy, images, and designs.
If you remember the days of using paper maps and street directories in your car, you’ll recall how satellite navigation (GPS) transformed how we travel. Some people quickly adopted GPS, while others stuck to their old maps. Today, GPS is standard in new cars, and even those who resisted have come to rely on it because it’s so much more convenient.
Think of AI as your assistant, much like GPS. You’re the captain, steering the strategy, while AI handles the tasks that take time and might not be your favourite to do.
Let’s look at how this can be applied to your company by looking at NEO Web Agency, a web design company that have incorporated AI tools to their everyday work. Whilst all of the websites NEO builds are 100% built by humans, having access to AI tools to help edit website copy, edit images so they fit into the website’s theme, and more help to elevate NEO websites to another level. Don’t believe me? Take a look at their portfolio for a look at their work.
If you haven’t tried AI tools yet, now’s the time to jump in and be an early adopter. Embrace the new technology today, or you might find it overwhelming later as it continues to evolve. Remember, AI isn’t thinking like a human—at least, not yet!
Take a look at some of the positives and negatives of AI applied to different tasks below:
AI tools for art & website design
Positives
- You can create stunning images without needing to be a graphic designer.
- You can rapidly develop mockups and home page designs to gauge your customer’s preferences.
- AI tools provide inspiration, making it easier than staring at a blank page.
- It’s more enjoyable and faster than browsing stock image libraries—once you’ve mastered the skills.
- GitHub’s Copilot can even generate website code, streamlining the website-building process.
Negatives
- Learning to craft effective prompts for generating relevant AI images can be challenging.
- Since AI-generated images are based on existing content, there’s a possibility that copyrighted materials might be included without your awareness.
- The images produced by AI might not fully capture your vision, so you may need to generate multiple versions until you find the right one.
- While AI tools can be used to create a web page design, it only produces a static image that can’t be edited directly, requiring you to recreate the design on a website platform.
AI tools for content writing
Positives
- Say goodbye to writer’s block.
- You can instantly generate a complete set of headings, taglines, page content, and blog posts.
- Simulated content allows clients to evaluate the design more effectively than using generic “lorem ipsum” text.
- Content can be produced on demand whenever you need it, which is especially useful when you’re in a hurry.
Negatives
- You have little or no information/control over what the AI has been trained on
- You need to know how to prompt for the content you want
- You won’t know whether they’ve picked up copyrighted materials
- The AI may not understand your target market or be aware of their needs and drivers
- You could well get content that’s readable, but not compelling to your audience
What does this mean for website design?
AI-based tools have significant potential to support designers and copywriters with inspiration, research, and concept development.
While there is a learning curve, I encourage you to invest the time in mastering these tools or ensuring your team does. New skills are essential—specifically, knowing how to effectively communicate your needs to the AI. AI tools are powerful, but for now, they require a certain level of tech-savviness and the ability to work across multiple platforms.
Because AI is still a relatively new technology, legislation and laws regarding copyright, ownership, and other legal implications are still catching up. Without knowing what the AI has been trained on, you’ll need to exercise caution and perform due diligence on the content it produces. These AI tools are currently available to the public across various channels, likely signaling that developers are preparing for the next wave of AI innovation to enhance its capabilities.
For now, AI-generated websites might be particularly useful for micro-businesses or startups, providing a good starting point for testing your offerings.
Your website requires much more than just a good design
A high-performance, marketing-driven website involves far more than just crafting readable articles or creating striking feature images. Designing a website that effectively converts visitors into prospects and prospects into customers goes beyond selecting a color scheme, writing some copy, and arranging images.
A high-converting website…
- Distinguishes you from the competition
- Delivers an exceptional user experience that captivates your audience
- Is designed to create desire and motivate visitors to take action
Industry leaders invest in professionally designed websites because they understand that it enhances the perceived value of their offerings.
They recognize that if they settle for an average-looking website that lacks clarity or isn’t optimized for conversions, they risk losing their status as a leader in their field. They understand the importance of their brand and know their website must reflect that brand’s strength.
To motivate your website visitors to take action, you need a well-defined brand, a solid marketing strategy, and a website that resonates with your target audience. This includes:
- A sophisticated color palette
- Carefully selected images and graphics
- Engaging videos and photography
- Professionally crafted, high-converting copy that leverages psychological triggers
- A visual hierarchy and flow designed to encourage action
The AI tools of today isn’t fully developed
The AI design tools I’ve tested so far aren’t quite up to the mark… yet. While these tools show great potential for boosting the productivity of designers and copywriters, they’re not (yet) a viable substitute for the creative thinking, trend-setting, and marketing expertise of a professional web design studio.
Can AI build a website that truly sparks desire? I don’t think so. Your website should inspire desire in your visitors—desire for the results and benefits you offer. A custom website design focused on conversions will be memorable and will remain an effective marketing tool for years to come.
AI offers a huge step forward for web design efficiency
AI is undoubtedly poised to disrupt the web design industry. It’s already proving to be a game-changing tool for industry professionals, but it won’t replace them. AI is likely to offer a faster, more targeted starting point and potentially streamline the design process.
Where the technology will go next is anyone’s guess. Despite its advancements, AI still faces challenges within the social and legal frameworks businesses operate in, requiring users to manage risks like plagiarism and copyright issues. AI-generated websites might be useful for startups with limited reputations and investments if they are:
- Still too “lean” to invest in custom design, or
- Still defining their core value proposition, target audience, and other fundamentals.
For high-demand micro-businesses needing just a simple brochure website without much brand distinction, AI websites could be a viable option. However, established businesses with strong market reputations should consider the risks of adopting an AI-designed website in 2023.
That being said, it’s worth exploring what AI can do for you, as there are many things AI handles well. But think carefully before committing to a fully AI-generated website. Consider it this way: CAD programs may have displaced some draftspeople but not engineers, and word processors replaced typewriters but didn’t replace authors.
Should AI be used for building websites?
Established businesses with a strong market presence considering a website overhaul have three options:
- You could invest your time and resources in designing and building your new website from scratch.
- You could rely on an AI tool to design your website, hoping it will still rank well and generate leads and sales. But what if it fails and your audience loses trust in your brand?
- Or, you could invest in the future of your brand with a custom website tailored to your business. A website with a clear strategy, structured marketing funnels to engage your audience segments, designed by a team that has successfully created thousands of websites.
If your website needs a makeover and you’re not willing to risk your online reputation with an underwhelming AI design, consider booking a 15-minute call with us to discuss your website goals. This won’t be a hard sell, just a friendly, informative chat to help you pinpoint what’s most important in transforming your online presence into a top-tier digital marketing powerhouse.