Artificial intelligence (AI) continues to grow to facilitate more and more of our simple tasks that need handling; however, AI is also growing more complex. It’s now becoming better able to run and manage websites. Exciting AI website builders now give smaller businesses the capabilities to compete with larger institutions.
Having a web page is more crucial than ever for the success of a business. In many circumstances, a customer will go to the website of a company before purchasing from it.
The more we can do to make the web page an enjoyable experience for the user, the better chance we have of keeping the customer dedicated to the website and the company.
Imagine going to a company’s website to purchase a particular item. Instead of a quick search by typing in keywords, you have to browse through every page until you find what you’re looking for. There’s a good chance you would only do this for a short amount of time before going to a different, more convenient website.
The internet is supposed to help make life easier when it comes to searching for information and products. Artificial intelligence is one way of helping with this, which in return, will boost the overall engagement of your web page.
A Simpler User Experience Through Search and Predictions
One of the main ways AI-powered websites improve not just website engagement, but your website altogether is through a search bar. Without a way to type in a keyword to search through the entire site, it would be up to the user to browse through each page, until the user found what he or she was looking for.
Browsing through a website and finding what you want should be simple. The internet helps make our lives easier, so ensure your website follows suit. The less someone has to spend time digging through your website to find something specific, the better the customer experience is, which results in a happier customer.
Using artificial intelligence to optimize how we search through a website isn’t anything new. In 2016, Etsy bought Blackbird Technologies, a company that developed technology for searching and providing recommendations to e-commerce companies. The technology optimizes the search experience, which helps strengthen the e-commerce market.
Another example of artificial intelligence boosting the way we search online is through Google’s interactive templates. In real time, the template asks the user questions. The answers help optimize the search, making it more convenient for the user.
Artificial intelligence not only helps the user’s search experience, but it also helps e-commerce companies direct products to customers based off of their search and reviews from other consumers. Through this, the company can continue to direct particular items to the customer based on what he or she has searched.
When it comes to predicting what customers are looking at the most, and having the ability to build up a behavioural pattern for a particular customer, artificial intelligence is what allows companies to achieve this. By collecting information from past searches and purchases, the information gathered will help to recommend things that are similar to what the customer was looking at. Once again, this can help boost the overall experience for the consumer.
Predictions help to make the online experience for the customer go smoothly. Through these predictions, there is less search needed from the customer, as the artificial intelligence does the work for them. In return, the company will benefit from a happy customer through these recommendations.
The ability for artificial intelligence to continue predicting things for a customer will only get more specific. Down the road, we will likely see more tailored predictions, down to the size of a container or the colour of something specific.
Content and Layout
As artificial intelligence grows, the ideal situation would be that the information gathered will help tailor the overall website to what the customer is looking for.
For example, if you were looking for a specific topic and went to a general blog, upon arrival, the information gathered from the artificial intelligence would present the main page with blog posts that are relevant to your said topic. That way, you wouldn’t have to search through the website to find the information about your interest.
Through this, artificial intelligence can adapt the content and layout of a website to show what a particular user is interested in. Each user would have a different experience that is relevant to him or her, giving the best experience possible.
An excellent example of this already happening is with Netflix and its “because you watched” section. The streaming service will recommend certain shows or movies based on what you’ve previously watched. The landing page would be different for every customer.
Beyond Words – Image Recognition Tailored to You
Visual Sentiment Analysis
Visual sentiment analysis is somewhat new. It’s a way of classifying and studying our emotional response to certain visual stimuli. Particular images can show human emotion, and the artificial intelligence works to link that emotion to those images.
For example, if you search the word love, you would likely come across images of hearts, roses, red, happy couples, and other images that represent the word love. That is artificial intelligence working at linking images to a particular visual sentiment.
The more that artificial intelligence grows with visual sentiment, the more it can help tailor the user’s experience on a web page. Searching one word would bring up multiple images that represent what the consumer is looking for.
Currently, artificial intelligence can detect certain structures within an image so that it can recommend other images with similar patterns to the user. Instead of categorizing images based on the name, artificial intelligence uses the pattern of the images.
Through image recognition, a website can tailor the home page to have images similar to what the user has looked at, or previously purchased. This is just another way to simplify the user’s experience on a web page, resulting in a happier consumer.
One example that showcases this type of image recognition is through the Food Network’s website future plans. Once the artificial intelligence gathers enough information on the user, it can recommend particular images that are similar to previous searches.
Say, the customer was looking at gluten-free recipes before. Once the customer logs on again, the information would then help recommend more gluten-free images on the landing page, which would take the user to the attached recipe. Although this example is specific to cooking, it does show the capability of image recognition.
Adobe, one of the world’s leading software companies, has been working with artificial intelligence to create Adobe Sensei. It is software that helps optimize the layout of your website, including images, font, colour, and sizing.
Sensei offers recommendations for your website that is in line with the category of your web page, or the purpose of the website. The smallest task, like cropping an image, would be recommended for you. Everything from the colour of your font to the meta-description of the page would come from Adobe’s artificial intelligence suggestions.
By having these recommendations to build your website, it is another way of not just optimizing the page for the company. It is also another method to help boost the overall user experience. The more that artificial intelligence can boost the experience for the customer, the happier they will be with the company.