Artificial Intelligence is a very powerful and tremendously useful tool in digital projects, which is why we recommend thinking about it in the early stages of development. However, many companies make the mistake of using it only for internal processes (such as market and digital competitor analysis or process automation), when it is actually also an incredible ally for improving the user experience on websites, applications, or e-commerce platforms.
Internally, Artificial Intelligence tools can turn a company into a more competitive, efficient, and scalable project. But if you also use it to design UX, you will manage to offer a more personalized experience, which will translate into higher conversion. That is why we consider AI one of the essential pillars for developing a successful digital project.
We recommend keeping AI very much in mind during the content architecture definition phase of your digital project, and in this article we explain examples of innovative AI functionalities that will add value to your site and that you can consider including. Above all, we will give you some tips on how you can decide which elements are interesting to include with this technology.
More conversion and more personalization: the value of including Artificial Intelligence in the web design of your digital projects
A good user experience is no longer limited to intuitive design or fast navigation. Users expect every interaction with your website, application, or online store to be relevant and adapted to their needs. This is where Artificial Intelligence makes the difference, since it can personalize the user experience in real time and optimize critical points to reduce friction.
In short, nowadays it is essential that you think about how you are going to include Artificial Intelligence in UX during the design of your digital projects in order to offer an experience that meets the expectations of today’s users.
Examples of how Artificial Intelligence can improve user experience in your digital projects
In this section, we address some of the Artificial Intelligence functionalities most commonly included in the web design of digital projects.
AI-based recommendation engines
Recommendation engines are one of the most widely used Artificial Intelligence functionalities in the web design of digital projects. Thanks to the analysis of browsing data, purchase history, and user behavior patterns, these AI tools can suggest highly relevant products or content to each user.
In an e-commerce, this translates into much more personalized shopping experiences, since the customer feels that their tastes and needs are understood. This, in turn, will increase the likelihood of conversion as well as the average cart value.
Chatbots
AI-powered chatbots have evolved far beyond simple automated responses. Today they are capable of providing real-time customer service, answering frequently asked questions, and guiding the user during the purchase or browsing process. In addition, their 24/7 availability reduces waiting times and improves brand perception.
A well-trained virtual assistant not only solves problems but also accompanies the user on their journey, providing confidence and facilitating decision-making.
Dynamic content generation
AI also makes it possible to create and adapt a platform’s content based on each user’s context, from landing pages that change messages according to the visitor’s profile to personalized newsletters. Dynamic content generation ensures that each interaction is more relevant.
This not only improves the user experience but also strengthens engagement by showing information that directly connects with the interests and expectations of the target audience.
Dynamic content generation is often confused with AI recommendation engines, but they are slightly different. While the latter shows which specific product or content you should see, dynamic generation changes the way the experience is presented so that it better fits you. That is, it does not limit itself to recommending products, but modifies texts, images, or structures so that each visitor lives a different experience.
A landing page that changes the headline and images depending on whether the user arrives from social media or a Google Ads campaign is an example of dynamic content generation. Meanwhile, the “recommended for you” sections of an e-commerce or the “other customers also bought…” area are examples of AI-based recommendation engine functionalities. The ideal thing is to combine both.
Intelligent search
One of the main frustrations for users on websites, applications, or e-commerce platforms is not finding what they are looking for. This is where AI-powered intelligent search comes into play, capable of interpreting natural language and understanding the intent behind each query.
Unlike traditional search engines that could be implemented in a digital environment, which operated based on exact keyword matches, AI-powered search engines can suggest related results, correct spelling errors, and display complementary products. In this way, the user can find what they need quickly and without friction, which improves the experience and reduces abandonment.
How to decide which Artificial Intelligence functionalities to integrate into your digital projects
Including Artificial Intelligence in a digital project does not mean applying all the available tools, but choosing those that provide real value to the user and the business. To decide in the early stages of development which functionalities to integrate, you can follow these tips:
- Analyze the objectives of your digital business and ask yourself which AI tools focused on improving the user experience can help you achieve them. Each solution has associated benefits: the chatbot offers an improvement in customer service, a recommendation engine helps boost sales, and intelligent search is useful to reduce friction.
- Examine the behavior of users in your sector (or your own users if you are in a more advanced phase) and think about which AI tools can help you reduce friction points. AI should only be integrated where it truly improves the user experience.
- Evaluate the effort–impact ratio. Not all functionalities require the same investment of time or resources to be implemented. Strike a balance between the potential value the AI solution can generate and the complexity of implementing it. Sometimes it is better to start with something simple but high-impact rather than overly ambitious projects.
- Prioritize scalable solutions that allow solid integration. Choose solutions that can grow along with your project and that integrate well with your current systems. This way you will avoid technological bottlenecks and you will be able to add new AI functionalities later on without any problem.
At Pukkas, we have already helped many companies integrate Artificial Intelligence into their digital projects to improve the user experience, whether e-commerce platforms, apps, or websites. If you also need help implementing this technology in your environment, get in touch with us and we will tell you how we can start improving your project together to adapt it to the new times.
