As digital marketing and website design & development professionals, we’re all wondering if we’ll get replaced. Many no-code solutions handle the technical aspects of website development. However, when you dive into them, you’ll find that artificial intelligence (AI) is far from generating unique content or maintaining your branding. Remember, AI delivers the most likely outcomes, and, when used for web design, can make websites sound and look generic.
Keep on reading to understand why we’re not concerned about AI and how to leverage for website design and development.
Website Copy is King – AI Makes Us All Sound Similar
With the advent of ChatGPT and copy.ai, you’ve got plenty of tools to write your next content piece. The issue is: if everyone is using the same tools, can you differentiate your copy based solely on your prompts? For example, the prompt, “write an article about growth marketing,” will result in a similar output as the prompt, “write an article about growth marketing backed by data analytics. You can keep adding more adjectives to the prompt, but the core writing style will look and sound the same. Don’t believe me? Give it a try!
As a result, the need for a more authentic voice is greater than ever during this AI age. AI is a great starting point, not an ending point, so use it to generate initial content ideas and build on them.
Website Design Must Be Unique – AI Makes Us All Look the Same
AI-generated designs suffer from the same problems as AI-generated copy: they converge to an optimal output, producing similar styles and layouts, which get lost in the AI-generated sea of sameness. Don’t get me wrong, using AI is great for initial design concepts and for getting past web design blocks, by providing fresh ideas and perspectives. However, if you’re relying on it to do everything web design-wise, it’s only a matter of time before you start looking like your competitors, who probably are doing the same things with AI.
AI in Website Designs Still Requires Supervision
AI makes our lives easier. We should use it to write copy, select images, and design layouts for different web pages. AI also reduces the time required to build and deploy a website from scratch. However, that doesn’t mean AI does a great job at designing websites. In addition to converging to optimal outputs most of the time, AI can hallucinate in the remainder of the time. So, if you’re using AI, make sure to supervise and correct its outputs to maintain brand consistency and content uniqueness.
Legal Concerns with AI
From a legal perspective, we don’t know the fate of AI. Currently, many AI models leverage content from copyrighted sources from all across the world. Is the generated content legal for use and free of plagiarism? We don’t know, but this concept may prevent AI from completely taking over web design. Therefore, consider using content from GenAI with extreme caution.
The Bottom Line / TLDR
AI helps us work smarter. When using it in web design, remember that the outputs of AI will converge toward an ideal outcome. That means websites built with AI not only look and sound great, but also suffer from looking and sounding great like every other AI-built website. That’s why it’s important to use AI with caution by supervising and revising AI-generated content to ensure consistent branding and that your designs and copy are unique.
Unsure of how to leverage AI in your current marketing efforts? Contact us to help build your marketing AI capabilities today.
