Despite what catchy headlines may imply, AI should not be used to create original content, design and build complex websites, or be substituted for the value of oversight from experienced humans. Let’s explore some common AI use cases that have been coming up recently to help you better navigate the evolving, complex AI landscape.
Using AI to Design and Develop Websites
There is a lot of excitement about using AI to generate a website instantly. Can it be done? Absolutely yes. AI can read a code base, follow your design system and almost instantly generate a landing page or even a full (albeit basic) website. While writing this article I asked Claude to generate a landing page for a free mini site audit for ZAGInteractive.com. I grabbed a coffee, came back to my desk and boom, it was done. The first pass didn’t match our brand colors or fonts, but a second prompt got it closer. Cool stuff and certainly buzz worthy for someone writing an article or speaking at a conference who wants to grab the audience’s attention. But, what’s the catch?
- Digital agencies go through a thorough, proven process with each client to truly understand goals, leverage industry best practices, ensure the site is an extension of all other marketing materials driving to the site, and apply fresh creativity to their designs. Digital designers also plan for any technical considerations with the CMS and other systems. None of this was reflected in the “drive through” landing page I created. Could a small business or non-profit use this if they had a hosting solution? Sure. So, should freelancers building sites like this feel threatened? Yes.
- Conversely, the mature businesses ZAG works with need a sophisticated, secure, scalable, and ADA conformant platform to manage their website and integrate with a myriad of other systems – from a CRM to rates to application platforms. AI might quickly generate code to speed up development – turning into faster development timelines, but even the best AI platforms need an experienced developer to review and support that code going forward. It’s widely known that AI threatens computer science majors looking to enter the workforce, and for ZAG and other agencies throughout the world, AI has turned a developer’s role into managing and supporting code versus writing it from scratch. With projects generally increasing in complexity, this allows developers to spend more time on those tasks versus straightforward code writing.
The bottom line? Anyone can build a webpage and has been able to for years without AI using online site builders like SquareSpace or Wix. Should the person building small business websites from scratch feel threatened by AI? Absolutely. But should an agency serving clients with advanced needs think AI is going to take away their business? Nope.
Designing and building websites is a service that humans need to lead and manage. Agencies should absolutely leverage AI to create process and timeline efficiencies, but never to replace a unique digital strategy or platforms meant to ensure your website is supported long-term.
Using AI to Generate Content
AI can be a great starting point to writing content – but AI should never replace human expertise and real human perspectives on topics. So how should AI be used for content generation then? SEM Rush, a leading SEO platform, recently reported that 80% of the content ranking number 1 on Google was written by humans. Why? Because one of the many important ranking factors is originality.
So how can a content writer leverage AI?
Use AI to save time: Use AI for initial research and outline ideas but use your own brain and experience to validate the information AI is recommending for you. Do not use it to write the full article or even to edit it for you. That’s where humans are best.
Use AI as an assistant: Use it when you get stuck on specific wording or to further research a topic.
Use AI for search and AI optimization: Search and AI tools should be used to research and/or validate the keywords you’re your article should be optimized for. AI is also great for identifying niche topics your site doesn’t already cover or even for identifying gaps where you could have a competitive advantage.
Agencies like ZAG have had processes transform their businesses over the last few years. This has lead to many efficiencies, a dramatic expansion in the AI-specific features we build in, and integration of AI tools that can result in a better user and administrative experience. At the same time, the demands of clients for even more powerful websites has expanded what a traditional website redesign project used to look like.
These are exciting times to be a digital marketer looking for a digital agency partner, and for a digital agency to look at how it will grow, change and improve what it delivers and how it delivers it.
ZAG would love to talk to you about your AI specific questions and needs. As a leading digital agency for banks and credit unions, we will help you navigate these complex topics and determine what AI solutions might help you achieve your goals. Let's talk!
