A Practical Guide to Using AI to Improve Website UX, Personalisation, and Performance

Will Roberts | 13 June 2025

AI is no longer a futuristic add-on reserved for enterprise-level tech giants. It’s now within reach for marketers, web teams, and digital leaders across all sectors.

In this guide, we explore how AI can be practically applied to your website to improve user experience, introduce personalisation, and enhance performance. Whether you’re a marketer trying to stretch your content budget further or a digital lead looking to reduce friction on key user journeys, these six ideas offer accessible ways to get started.

1. AI Content Creation and Optimisation

As I’m sure you know by now, AI tools can assist with everything from drafting landing pages and writing product descriptions to rewriting headlines and optimising blog posts for SEO.

Rather than replacing human creativity, these tools streamline content workflows making it faster and easier to produce high-quality content at scale. They also help maintain consistency, adapt tone, and suggest performance-enhancing improvements.

You can also use these tools to generate ideas during content planning, localise messaging for different audiences, or test multiple variations for different segments. AI allows you to move from a blank page to optimised, goal-driven content much faster which is especially useful when working with small teams or tight deadlines.

Use cases:

Blog generation and optimisation
SEO-friendly metadata and alt text
Headline and CTA testing
Localised content variations
Popular tools: Jasper, Writesonic, SurferSEO, Copy.ai, GrammarlyGO

2. AI-Powered Content Personalisation

Part A: Smarter Search and Recommendations

AI-driven search understands intent, not just keywords. These systems surface results more accurately, even from vague or misspelt queries. They also power intelligent recommendations by suggesting related content, products, or services that keep users engaged and moving forward.

On high-content sites, this functionality becomes essential for reducing friction and helping users find what they need without frustration. It also allows you to surface evergreen or strategic content at the right time, increasing both session duration and conversion likelihood.

Use cases:

Personalised blog or product recommendations
Search that understands conversational language
Contextual results based on browsing history
Popular tools: Recombee, Algolia, Klevu, Elastic Search (with ML)

Part B: On-site Personalisation

AI can tailor what a user sees based on who they are, where they came from, or how they’re behaving. This might mean showing a returning visitor different homepage content, or adapting CTAs based on referral source.

More advanced personalisation can involve real-time segmentation based on user intent. For instance, identifying whether someone is researching, comparing, or ready to buy and showing them different journeys or nudges accordingly. This increases relevance and reduces decision fatigue.

Use cases:

Changing banners based on campaign traffic
Highlighting services based on user location or role
Dynamic CTAs and testimonials based on user type
Popular tools: Mutiny, Dynamic Yield, RightMessage, Adobe Target, Segment + Customer.io

3. AI-Driven Accessibility Enhancements

Digital accessibility is vital but it’s often complex and resource-intensive. AI tools can now assist by scanning websites for issues and making real-time adjustments to meet accessibility standards like WCAG and ADA.

These enhancements support a more inclusive experience for users with visual, auditory, motor, or cognitive impairments. AI can also provide translation and text-to-speech support which is particularly helpful for public-sector and international organisations.

Most importantly, AI helps teams continuously monitor and improve accessibility over time, not just during a one-off compliance check.

Use cases:

Real-time alt text generation
Text resizing and contrast toggles
Voice and keyboard navigation support
Popular tools: accessiBe, UserWay, EqualWeb, Microsoft Seeing AI, Recite Me

A man in a blue shirt is seen talking during a meeting, seated at a wooden table, with another person partially obstructing the foreground.

A silver MacBook with a blank search engine page open on the screen sits on a wooden desk. The desk also holds a black smartphone, a few blue pens, and a decorative miniature cannon in the background. The scene is well-lit by natural light.

A person draws a website wireframe on a glass board using a white marker, with their reflection visible in the glass.

4. Conversational Chatbots That Do More Than Say “Hi”

Today’s AI chatbots are conversational, context-aware, and surprisingly helpful. They don’t just say “Hi”, they guide users, answer questions, book appointments, qualify leads, and escalate to humans when needed.

These bots can operate 24/7, reduce response times, and provide self-service options for users who want instant answers. AI chatbots are particularly valuable in sectors where users may need assistance navigating complex or multi-step journeys such as choosing a holiday package, registering for an event, or accessing a health service.

Use cases:

Triage queries in healthcare or tourism
Recommend services or content
Book demos or handle lead qualification
Popular tools: Intercom (Fin), Drift, Tidio (Lyro AI), Landbot, Chatbot.com

5. Predictive Behavioural Nudges

Using real-time behavioural signals, AI can predict what a user is likely to do next and trigger helpful nudges to influence that behaviour. These prompts might appear as overlays, chat triggers, content blocks, or messages designed to encourage engagement.

For example, if a user appears hesitant or idle on a key page, the site might offer a testimonial, a relevant case study, or a “need help?” message from a chatbot. These nudges enhance user flow and reduce friction at key moments when users are most likely to abandon.

Use cases:

Exit-intent offers or reassurance
Smart CTAs when users hesitate
Re-engagement pop-ups during idle time
Popular tools: Ortto, Pendo, Insider, OptiMonk, Drift, WebEngage

6. AI-Powered Conversion Rate Optimisation (CRO)

Part A: AI-Powered A/B Testing

AI automates multivariate testing and analysis, predicting the best-performing variations without requiring large traffic volumes. This enables continuous optimisation of page elements like CTAs, images, headlines, and forms.

AI removes the bottleneck of long testing cycles and statistical guesswork, allowing your website to adapt faster and improve performance based on real user interactions.

Popular tools: Intellimize, VWO, Optimizely, Convert.com, Adobe Target

Part B: Session Replay Analysis

AI can now analyse session recordings at scale, identifying frustration points, rage clicks, and friction moments. It surfaces patterns and summarises key issues, so teams can act quickly to improve UX.

Instead of manually reviewing hundreds of recordings, teams can focus on sessions flagged as problematic, saving time and making CRO efforts more data-driven.

Popular tools: FullStory, Hotjar (AI), Microsoft Clarity, Smartlook

Putting AI to Work on Your Website

At WebBox, we believe that AI isn’t here to replace human expertise but to amplify it. These tools allow marketers, web teams, and decision-makers to work more efficiently, make smarter decisions, and create better digital experiences for their users.

If you’re just getting started, pick one or two of the strategies above that align with your current challenges. Many tools offer free trials or tiered pricing, so you can test the waters before scaling up.

Watch the Full Webinar or Request a Digital Audit

This article is derived from a webinar that we hosted on the “6 Ways to Make Your Website Smarter Using AI”. You can now watch the full recording of our recent webinar here.

And if you’re looking for tailored advice, you can also apply for a free digital audit to see how AI could enhance your current website performance and strategy.