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How Your Website Can Use AI

Jamie Beastall
Office people are working with laptops.

AI and artificial intelligence continue to be buzzwords in the modern day Internet of Things. However, you may be able to use AI for your website and utilise its full benefits, without even realising it.

The idea of AI is that you can use any data within your business, whether it is customer data, machine data or any processes, and then with this data, find some key patterns and ways to improve your business. To use AI, you should be able to find ‘predictive behaviour’ – so behaviour that is more controlled, less likely to fail and more likely to succeed. So here are some ways you can implement AI into your website.

Search Bars

Search bars on websites are very common, and often seen in the top right hand corner of the screen. This could be used to find information on your website or for customers to search for products.

The ability of AI is to tailor the search results based on any previous data and give the user a better experience and likelihood of finding their ideal product.

A common example is how Google uses your search queries and then may offer suggestions based on what you and other people have searched.

The same technology can be used for your eCommerce website and whether you selling products, fashion products, electronics and any other consumer goods.

Recommend Products

In a similar way, websites can also recommend products to customers using AI.

Amazon have always successfully said ‘people who viewed this, also viewed’ or ‘people who purchased this, also purchased …” – and this is based on utilising millions of data points and implementing AI to scale this across a large website.

Live Chat

Live chat boxes are very popular and see one most B2B and B2C websites these days. Whilst most chat boxes will have a human or member of staff behind them, more and more tools use AI to offer immediate responses and answers to customer queries.

AI has the ability to take any questions and using the keywords or historical data, can respond quicker and point the customer in the right direction.

Live chat boxes are probably the most popular form of AI for everyday websites and most of the top AI companies are able to offer this.

Fraud Detection

For any websites that deal with customer orders, payments and finance (particularly banking), AI can be used effectively for fraud detection.

By having data of previously fraudulent customers, AI can find patterns amongst these bad queries and flag them when they happen again on your website.

The ability of AI for business purposes is that it can become smarter and constantly learn – so if new characteristics and features come up in fraudulent cases, these can also be highlighted in future claims.

Image Recognition

Already used by the likes of Facebook and Yell, AI can allow your website to recognise images and flag anything that is suspicious or deemed harmful to their users.

Using different traits, features and characteristics of bad images, websites can use AI to constantly stay on top of images that might be uploaded by other parties and maintain a high level of quality.


For sites that are putting out a lot of content such as news and editorial websites, many have started experimenting with AI.

Already seen for very generic posts such as football match reports, the AI is able to pull in data based on the results and scorers and taking information from other news sources so that they can be created and uploaded instantly.

Around the recent elections, The Guardian mentioned that they had already written a lot of the articles before the winners were announced and simply used AI to pull in the data including the numbers, figures and quotes from politicians.

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