10 reasons when AI is useful, and not so useful for your website

10 reasons where your websites needs AI and not

By Markus Backman

July 9th, 2025

• 🔍 Some tools overpromise and underdeliver when it comes to real website strategy.

• 🛠️ Think content support, localization, and personalization, not full-on automation.

• 👁️ A great website still needs intention, creativity, and strategic thinking.

Does your website need AI or not?

AI is everywhere — in your feed, in your inbox, and increasingly in your workflows. It's being sold as the ultimate game-changer, capable of doing everything from designing websites to writing your marketing strategy. And sure, it’s impressive. But here’s the question: just because you can use AI for everything, should you?

When it comes to websites, the conversation gets messy. There’s no shortage of tools that promise to build your site in minutes, generate content on the fly, and personalize every pixel. But many of these tools are built around shortcuts, not real strategy. The result? Generic websites that might look “smart” at first glance but fall flat when it comes to purpose, usability, and brand impact.

This is where AI is overrated for your website ❌

1. Full-size AI created websites: They often lack deeper purpose, structure, and logic, something only the human consciousness can achieve. AI websites could be a great kickstart, or a foundation for inspiration, but we are far from seeing successful AI designed and operated websites for now. Remember, AI exist for one reason, which is moneymaking, so don't believe everything you hear about creating any valuable AI websites.

2. Content creation: Most people would think using AI for all your marketing emails, social media content creations, blogs, articles, and any resources really, would be crucial to do in order to reach your audience. Well, using AI to some extent like correcting grammar would be fine, but I think many are not seeing the big picture here. Why is it mostly unnecessary? It mostly speeds up production, but solely relying on AI will not add any REAL value to your brand or company. The problem is that AI is not innovative, yes I said it, it only uses data and takes inspiration of what is already out there, so no real new marketing content and practices are born thanks to it.

3. AI Chatbot support: Ugh, does anyone ever wish to speak to an AI chatbot? Probably never. What's the chance you skimmed through the AI chatbots questions wishing you could be transferred to a real human customer support. AI chatbots are not yet good at problem solving, but yes, they can manage some smaller tasks like answering FAQ questions.

4. Automated UX: Great UX still takes time to develop, and most importantly requires human judgement and testing for it to be successful. There are tons of AI-based UX planners out there, but replacing human creativity and analytical thinking with AI is still not viable.

5. AI designs: AI lacks capabilities of the human mind. It's also not good at understanding consistency, which leads to poor and uninspiring UI's (user interface) if they are completely generated with AI.

This is where AI can be useful on your website ✔️

1. Personalization features: With the help of AI, dynamic personalization based of user behavior can be achieved. You can set up A/B testing of let's say, different versions of a landing page, and analyze which one prefers better. Sometimes product or content recommendations may come useful (e.g., “You may also like…”). However, I don't think every website needs personalization features, it really depends on the industry. An eCommerce store would be something relevant for that in the first hand. Don't overdo it with personalization, remember that people come to your website because they already looked it up for a reason, there's no need to stress about making AI personalize things further.

2. Accessibility & UX Enhancements: There are some areas where AI can be a great addition to your website's features. Auto-generated alt text for images and smart text summarization for long content can come really handy and help your audience.

3. Search & Navigation: Another useful AI tool in the kit is AI-enhanced site search that can, within your website, understands natural language (e.g., "How do I reset my password?"). Think also about semantic search that returns better results even if exact keywords aren’t used. Auto-suggest or autocomplete based on trending queries.

4. Localization and language: AI can eliminate the manual work of localization and creating language versions of websites all by hand. AI can automatically translate website content for different markets, ensuring broader accessibility with minimal manual effort. AI can also help you adapt tone and cultural references to better resonate with specific regional audiences, improving engagement and relevance. AI can also detect a user's preferred language based on browser settings, location, or behavior, and dynamically offer a user experience accordingly.

5. Help you interpret data and analytics: AI can be good at making forecasts, seeing patterns, and detecting something like anomalies , so taking that as a part of your website development progress, AI can be really helpful. AI can be a mathematical mastermind, and won't make human errors like we do. But, AI can simultaneously be really useless if you cannot interpret that data yourself and stay critical, making your own judgements.

Why you should not think AI-first when designing your website

Relying too much on AI when planning your website is a no-no. AI can’t comprehend the full picture of your business, your users, or your long-term goals. It doesn’t understand your brand’s voice, tone, or vision, it just predicts patterns based on existing data. And that’s the problem: AI doesn’t create, it replicates. So if you're building your site around AI outputs, you’re likely recreating what’s already been done a thousand times before.

There’s also a bigger risk: you start outsourcing your judgment. Instead of making confident, informed decisions based on experience and common sense, you end up asking a machine what to do next. Not every decision can be boiled down to a data point or prediction.

AI doesn’t care about ethics, emotions, or storytelling. It doesn’t know when to break the rules for the sake of creativity, or when simplicity matters more than flashy features. Those are human calls, and they’re the ones that actually make a website great.

Sure, use AI to support the process, generate options, explore ideas, clean up the technical stuff. But when it comes to strategy, structure, content, and design, you need to stay in charge. Your website should feel like it was made for people, not for algorithms.

Closing thoughts

AI is an incredible tool, but it’s still just that: a tool. It can automate tasks, speed up workflows, and even offer smart insights, but it can’t replace human intention, creativity, or strategy a modern website needs. Your website is a reflection of your brand, your values, and your audience’s needs that requires human understanding and direction.

So, should your company rely on AI? Sure, but not blindly. Use it where it makes sense. Let it handle the repetitive and technical. But when it comes to building something meaningful, memorable, and strategic keep the human in the loop.