Have you ever wondered how Google always manages to answer your queries satisfactorily? The secret behind it is that every link it displays is an AI personalized website. That means, every website you visit uses artificial intelligence to provide you with personalized content, products and services.
Why do you think websites and search engines personalize content for you? The answer is simple – connectivity. When you take care of an individual’s personal needs and wants, he or she is more likely to connect with you than otherwise.
Think about it from a real-life perspective – you talk about the weather and general things happening around you with an individual. On the other hand, you talk about your likes and dislikes with another person. Who will you feel more connected to?
Of course, it’s the second person.
In the same way, when you visit a website, you will relate to it when you find something you were looking for in its pages. It is only with the aid of artificial intelligence that a website is able to satisfy your search.
What is an AI Personalized Website?
To understand this, we break it into two parts – AI and personalized website.
AI stands for artificial intelligence, a means by which any hardware or software is able to act like a human brain. To be precise, it is nothing but computer programming. The set of instructions in this programming enables the machine to read, store and interpret information from a user’s behaviour. It is also capable of enacting according to it.
Coming to the second part, a personalized website is one that is able to cater to every individual’s search satisfactorily. A clear example of this is that if a frequent kindle reader opens his or her Amazon account, the first thing he or she can see on the homepage is offers on e-books.
This personalization is possible with the help of artificial intelligence. The website is able to understand through your account details that you love reading e-books of a particular genre. It gathers this information from your past purchases as well as searches.
You’ll be able to connect to this example more clearly when you see the section that says “Recommended for you”. The products you see under it are the ones you’ve been searching for and the ones you purchase.
Which Websites Use AI-Driven Personalization?
Mostly, you’ll see AI based personalization with all sorts of websites. In particular, 5 types of websites may have personalized content:
They’re the most common websites that personalize content according to your usage history. This includes every search, click and purchase that you’ve made. So, if you go to a website that sells clothes and recently were looking for jeans, the first recommendation you’ll get on the home page will be for jeans, denim shorts & capris and other bottoms.
Brands and professionals who provide services like designing, photography, fitness or consultation have automated ways of interacting with their users. You may feel that you’re talking to a person, but your move or answer determines the next thing you’ll see on screen.
Social media sites
When you scroll through your Facebook or Instagram feed, the ads that you see belong to pages you like and follow or the websites you’ve recently visited. For example, if you’ve been searching for online courses on machine learning, you might get ads from Udemy on your social media feed.
Not every blog is an AI personalized website, but the ones having a wide variety of content can. When you follow a blog too frequently, the kind of topics you generally read are the ones you’ll find on your home page. So, from a lifestyle blog, if you mostly read about travel, the first updates you’ll get on the homepage will be of that category.
Just like blogs, even news sites can provide you with specific updates of the category of articles you follow. A news website as plenty of sections like sports, technology, commerce, politics, national and international news. So, if you follow the technology section of a news site more often, you’ll get tech-based article updates on the top of the home page.
What is the Purpose of Personalizing a Website?
Let me put the question this way – why will a website owner be interested in connecting with you? Be it a blog or a direct seller, the reason is marketing.
Personalizing content of your website to connect with your audience is nothing but a way of personalized marketing. Whether you’re a buyer or a reader, whether you pay the website or not, you’re both ways their source of income.
As an individual, you’ll always choose things tailor-made for you – be it garments, food, beauty products, travel itineraries or any other service. So, you’ll prefer visiting a website that knows what you are really interested in.
Different Ways of Personalizing Website Content Using AI
For different types of websites, different methods apply for personalization. When you are building a website, you need to make the provision in your code from the very beginning that it will have personalized content.
For blogs, news websites and e-commerce sites, the personalization methods and tactics are more or less the same. It differs for social media sites due to their nature of work.
E-commerce, Blogs and News Sites
You’ve been most familiar with the concept of a personalized website using AI through e-commerce. Following are the areas in these sites from where you can make out personalization of content:
“Recommended for you” / “Suggested for you”
This section consists of products/services/articles that you have been following the most. Whether you have purchased the product or not, whether you have read the article or not, that particular category will be special on your screen in that section. If you log out, it vanishes.
“Bestsellers” / “Popular Reads”
This section is based on real-time searches made on the website. What you’ll find here will be products maximum users of the website have purchased, or articles maximum readers of the site have opened. When you visit a site for the first time, this section matches with the individual recommendation section.
Brands having e-commerce or portfolio websites specifically add the following features these days:
You’ll find plenty of websites that now provide 24×7 chat service on the home page itself. A chat bot pops open and you have the option of talking to an individual who can help you look for what you want.
You’ll find many service providers asking you questions through a form for your needs and preferences. For example, if you visit a site of an interior designer, you may be shown designs and asked how you liked them. This helps them understand your taste before they can quote you.
Social Media Sites
Facebook, Twitter and Instagram work way differently than the rest. Normal websites will only use data that restricts to their own traffic. However, social media looks after the traffic of every website that has a business account with them.
Here are the instances of personalization you’ll find here:
On your feed, the ads that you see are usually not random. Many of them relate to your activities on the internet. So, if you’ve been watching a web series on Amazon Prime, you might get ads of other series on Amazon Prime.
This section usually appears on a particular business page on social media. When you visit that page, you find suggestions of their competitors or brands providing complimentary products/services. For example, if you liked a furniture page, you’ll get suggestions of liking other furniture pages or perhaps of companies selling other home products.
“People You May Know”
Social media works when you connect with people and brands both. The more active you are, the more they benefit by showing you ads. By finding connections of mutual friends, they provide this section of people you actually turn out to know on your news feed.
The Future of AI in the Digital World
Artificial intelligence has been utilized by websites, search engines, machinery and robots. Coming to the digital world, its scope is to make the internet your friend. AI has even enabled hyper-personalization, a concept which takes a step ahead of personalization in marketing.
Businesses of any nature are now dependent on this technology. It is only through an AI personalized website; a brand can ensure connectivity and retention of its users. Don’t you like it more when you feel your tastes are being taken care of?