Exploring AI Web Trends - Part 1
I look into how AI has been shaping the web and where it looks to be going.
Welcome to the first part of a 2 part series where I dive into the trends Websites and AI have been taking over the past few years and where I think it will be going.
If you have been using the web as long as I have, you will have seen the creative booms of earlier web to the horrible standardisation of sites built on templates (in my opinion) to the new ai powered revolution happening. In the span of just a few years, the web has gone from those static pages to dynamic, and more importantly; personalised experiences powered by artificial intelligence. What once seemed only possible in the science fictions books I read as a child, websites are now adapting to your mood, there are bots that book your flights, virtual fitting rooms etc and it is quickly becoming the norm. Here’s what’s shaping the AI‑driven web in 2025 and what you can expect next from my own research. So if you do not agree or have seen anything more / different. Please do leave a comment so we can continue this conversation together.
Hyper‑personalisation is clearly the new baseline.
Firstly this is not new, we have always been using recommendation engines on website, but AI has allowed us to reach incredible detail and complexity of those choices.
According to the to the Adobe 2025 AI and Digital Trends Report, Senior executives say AI and machine learning are their top investment for personalising customer experiences, and companies doing it well are seeing 40 % more revenue according to The future of AI personalization is inclusive post from Microsoft.
Platforms like Netflix and Amazon have by far set the standard by analysing what you watch or buy and recommending the next show or product in so much data mining it is scary what they can know about you that you don’t even know.
But personalisation is no longer just about a “recommended” bar. It’s about predictive interfaces that rearrange an entire site for you. Bringing the content you will like and visuals they know you will respond to.
Let’s take just one example from Netflix. They have perfected knowing you so well. They will have gamed the exact version of a thumbnail you see. For example if you like a certain Actor and they are in the movie, you are more likely to see an thumbnail that brings that Actor to the front. (I heard rumours that they are even using AI to trial these but have not confirmed)
There is a great technical blog post from back in 2023 if your interested in how netflix builds its recommend engine this kind of stuff in detail. https://pyimagesearch.com/2023/07/03/netflix-movies-and-series-recommendation-systems/
Now imagine a travel website that automatically highlights budget flights because it knows price matters most to you or always makes sure the hotels it sends you are near a pizza store because through analytics it knows you order a lot of pizza through Deliveroo.
Expect that line between websites and personal assistants to blur as generative UI tailors layouts, colours and content to each visitor and I am for one here for it.
Hyper‑personalisation for good.
Although I am here to see about how AI is being used on the web, I think it also good to point out how hyper-personalisation can also be used for good outside of selling. Once case and point is helping healthcare providers to create personalised treatment plans. They can analise a patient’s medical history, lifestyle choices, and genetic data. Not only that but they are now using AI to help cure multiple versions of cancer and diseases. Its a noble space to be in.
Here is a little post on this from the Guardian, I know its the guardian, but its actually a good article on the subject.
Content generated on the fly is now easily possible.
AI isn’t just curating, it’s creating at speed. Generative models now that write product descriptions, marketing copy and even scripts. Just look at Spotify who use AI to generate playlists based on songs you like, a radio playlist based on just 1 song or even be your DJ adapting to your response to songs being played.
And this does not stop just at a website level, the people creating sites are using all these tools, there are tools that can now be used to transform a simple sketch or a prompt into a ready‑to‑use interface.
Agencies are already using AI to produce promotional videos in hours instead of weeks; veo3 is my favourite to use for this at the moment.
I am seeing trends amongst job postings and blog posts that some companies are now even pumping out landing pages that are assembled in real time, with AI picking images and adjusting tone based on your past interactions. Designers will become more like curators, guiding AI rather than starting from scratch and where do developers sit in this. Well that is 100% a topic for another blog post coming soon. :)
Voice is on the rise.
Remember when talking to your phone felt like a novelty? Well according to GWI, 32% globally of consumers have used a voice assistant in the past week.
These users aren’t just asking for the weather, they are using voice assistants to purchase online as well. They are using text-to-speech for relaying commands into search engines and even brands like Nike have collaborated with Nike to show the power of voice shopping by allowing fans to purchase sneakers using google assistant during an NBA halftime event and that was way back in 2019.
I think voice is the hardest area to innovate in, its options are limited but it is spreading it uses outside of web that I am excited about; especially the horror game market, where you voice can be used for good or against you. Keep quiet while hiding in a cupboard otherwise that killer will find you. https://gamerant.com/horror-games-that-use-player-microphones/
I personally have not used much of this technology outside of games and asking Alexa to turn on my lamps, so personally I want to try and find a use within the next 6 months and get it into a real project.
Chatbots through Agents are now your concierge.
We all know what Chatbots use to be. Clunky little popups in the corner of a site that would be hooked up to a simple QnA system and if you were lucky the ability to get in touch with a real person.
Wit the rise of AI, they’re now smarter, more proactive and often more efficient than human support and the biggest industry seeing this benefit is retail. The Adobe 2025 AI and Digital Trends Report saw a staggering 1950% increase in chatbot driven traffic during Cyber Monday, and according to devrel.ai see the chatbot industry reaching $454.8 million by 2027. Thats a whole lotta cash. Best go off and build that new chatbot service.
Standard chatbots however are not the only usage of these older techniques of communicating with customers. Now they are being used to act as private concierge services. Helping you book a flight, performing a return through the extention of AI agents.
AI Agent - AI agents are software systems that use AI to pursue goals and complete tasks on behalf of users. They show reasoning, planning, and memory and have a level of autonomy to make decisions, learn, and adapt.
But customers are not the only ones using these agents, you as creatives are. You are using Miro to turn drawings into wireframes and prototypes. You are using coding agents to help you build out the features and you are optimising ad campaigns. Agents are now orchestrating complex tasks behind the scenes, running your site without your input, running your business and helping ultimately your customer connect and buy your products quicker.
Out of everything on this page I talk through. I believe this is the most important. If your business is not looking at how AI Agents can help you out in all aspects of your business, you are already behind your competitors and deserves a full deep dive into some use cases with examples, so watch this space for that. Then if you would like to see how Agents could help benefit you, reach out and we can talk.
Thanks for reading this first part on a deeper dive into the trends in AI and the web. Part 2 will be coming later in the week, so make sure you are subscribed to get emailed when it goes live. In the meantime let me know in the comments what you think on the above topics and lets get a conversation started.