- Wix has introduced adaptive content, a new application supplied by AI for website builder
- Website administrators can tell the application which elements should influence the adaptation of the content
- Users can obtain localized content, updates from their last visit, and more
WIX, one of the best websites of websites, has introduced a new AI tool with the power to completely redefine the way we create and consume the content of the website. The tool is an AI adaptive content application which generates and modifies the content of the website based on the characteristics of entries and administration visitors.
With the new tool, website administrators can determine which items will trigger the adaptation of the content. These elements include the visitor’s system, the country, the language or if the visitor is a return user. In addition, they can define guidelines, such as AI should provide engaging or oriented content. The tool also allows users to simulate different versions of the text, showing what visitors could see, without the content being first.
This means that the content that a visitor sees on a website can only be suitable only for this person. For example, a visitor can read a welcome message in their mother tongue. They could see references to local holidays, prices in local currency or specific shipping policies. On the mobile, they could see shorter and more concise content, and visitors who return could receive a message “thank you for coming”, or a highlight of something that has changed since their last visit.
Personalize the live experience
Website developers can access the application via the WIX publisher and the WIX studio, the applications market or the dashboard, looking for “adaptive” on the applications, Wix said. After installing the application, they can define the adaptive logic by choosing one of the predefined function models.
WIX hopes to guarantee its position of one of the best AI websites on the market more with this new AI website.
“This application highlights the way we can go beyond the use of AI to generate website content, but to take advantage of AI to dynamically adapt and personalize the live website experience for each real-time visitor, allowing businesses to connect more effectively with their customers,” said Muly Gelman, Senior Product Manager at Wix Personalize. “Consequently, companies can offer engaging and personalized experiences that resonate with their audience, which ultimately leads to higher engagement rates and the creation of greater monetization opportunities.”
The application is now available for users of English Wix and Wix Studio, with other languages gradually deployed.
Owain Williams
Owain is the editor -in -chief of all website buildings at Techradar. He has marketing training, having worked for many marketing and website agencies in the past. Owain has interviewed several elderly people in Wix and has practical experience with the construction platform of the Wix website.
In my opinion, hyper-personalization is one of the most exciting ways that AI can help websites to create better sites and improve results. I patiently waited that websites of websites like Wix find a way to apply AI to help adapt the content of the website specifically to individual visitors, so I was very happy when I heard of this last update.
Historically, companies have been able to apply customer data to make essential commercial decisions, which allows them to adapt commercial offers to the segments of an audience. For example, if a business knows that 80% of its audience likes to speak in an occasional tone, it would be logical for them to create all the marketing content in this tone.
New AI tools, such as that of Wix, pass this to the next level, allowing companies to use customer data to stimulate content personalization at the individual level.
However, despite my excitement, I have concerns.
The content generated by AI is notoriously lower and almost always requires a level of editing in order to make it suitable for use. This presents a problem. If we allow the AI to provide a completely tailor -made website experience, it becomes an almost impossible task to maintain a level of quality control.
So we have two options. Either companies are developing an organized content asset bank, which will improve the quality of customer interactions, but will limit the potential level of personalization – or they allow AI to adapt all the content, but the risk quality levels are poor.
