For many startups and SMEs, building and maintaining a functional and engaging website can be a time-consuming and expensive process that requires outsourcing and places the identity of brands in the control of third parties. But could machine learning (ML) represent a fundamental shift in how businesses get their web development done?
Web design influences 94% of all first impressions online, making web development an essential consideration for any business seeking to grow its presence.
Nearly 36% of web developers use AI tools to improve their UX design in 2024.
This opens the door to unprecedented personalization and engagement for visitors while improving conversion rates and time spent on-site for brands to capitalize on.
Statista data suggests that the ML market size is set to grow to over $500 billion by 2030, representing a CAGR of more than 18.7%. Much of this growth will be centered around securing business growth and lead generation, making the emergence of ML an excellent opportunity for brands.
Audience segments can be richly diverse, and putting all your eggs into one basket in determining how to appeal to your target audience can be damaging for your other prospects.
This is one of the most transformative improvements that ML can bring to the fore. Here, machine learning algorithms have the ability to utilize generative AI to produce dynamic content on the fly based on the available data for each individual visitor based on their interactions, preferences, and historical data.
Here, algorithms can monitor the behavior of each user to generate bespoke content that matches their demographic, interests, and perceived expectations to appeal to them on a more personalized level.
By developing a front end using tools like WordPress that automatically adapts to users to deliver personalized content as they browse, it’s possible for small businesses to leverage greater engagement and build more trust among their leads while reducing bounce rates.
The technology itself works similarly to that of Netflix, which utilizes machine learning to understand consumer profiles to curate content that its algorithms believe is more likely to resonate with their expectations.
We’re also seeing the teamwork of ML and generative AI in driving the web development process itself and making architecture more accessible for SMEs operating in smaller teams and on tighter budgets.
One particular tool that can transform the capabilities of web development for businesses with fewer resources is GitHub Copoliot, which is an artificial intelligence code suggestion tool that taps into next-generation ML to proactively analyze and suggest code in real time.
With integration capabilities alongside the likes of Visual Studio, Vim, and Neovim, Copilot has the ability to make web development far more impactful for smaller in-house teams and even has the potential to save SMEs time and money by preventing the need for taking their development needs out of house.
Dynamic content also refers to multimedia website content, and machine learning models are also helping to enhance Google’s AI Studio tool to offer video frame extraction whereby ML models can learn and share summaries of what’s happening in specific scenes–pointing to a comprehensive transformation of how website content is created and displayed.
Additionally, web developers can use machine learning to analyze and make website adjustments based on customer behavior.
While AI is at the forefront of all effective machine learning processes, this particular transformative enhancement for web development comes with the help of big data.
Machine learning leans on masses of big data to shape its understanding of consumers and their expectations. It’s for this reason that analytical platforms can draw on rich data reservoirs to recognize patterns in behavior and preferences, make decisions based on compiled social media sentiment analysis, and offer more diverse audience segmentation based on masses of available insights.
For SMEs, the ability to gain a fluent understanding of customers can be transformative. Leveraging predictive analytics is amongst the top web design trends in 2024, and we’re not surprised.
After all, analyzing big data is impossible for small teams, but ML algorithms can access and build actionable insights that hinge on the rapid retrieval and interpretation of data integration from a rich range of sources.
Another key use case for ML in web development will revolve around keeping all parties safe from threats online.
Technologies like regression analysis and categorization algorithms help use ML to identify threats through the ongoing analysis of factors like URL data and the use of encryption among websites to determine their vulnerabilities and whether improvements are required.
With more than 13,000 WordPress websites hacked every day, this level of monitoring can help SME web development teams protect websites and apps against sophisticated threats online.
According to Thompson Reuters data, the gap between the volume of skilled cybersecurity professionals needed and those available has risen 12.6% year over year worldwide. This highlights the necessity of sophisticated solutions for businesses of all scales.
This data flies in the face of the perception that technology like machine learning are here to replace humans. Instead, many implementations of AI and ML will offer support where it’s greatly needed for businesses throughout the world.
Machine learning can also help to analyze the structure of phishing attempts and cross-reference it across inbound email algorithms to detect possible phishing attacks that target the business.
For websites that feature customer portals, or SMEs that work with sensitive customer data, the protection of sites against cyber attacks is of the utmost importance, and should any frailties be exploited, the loss of customer trust can be fatal for brands.
Machine learning can also help to alert users to any software or hardware that’s become outdated to help ensure that visitors using website portals are well-protected against prospective criminal activity.
While it is no secret that AI improves web building, there are still lingering challenges that need to be addressed before they enhance the online presence of businesses.
Crucially, ML platforms rely on significant data pools to build a comprehensive understanding of its tasks and to offer efficient insights. However, this calls for a far greater emphasis on privacy, and the private information of customers and third parties must be protected at all times.
We can expect the legal implications of using AI tools to become more refined in the coming years, but ML algorithms can become more efficient without any reliance on personal datasets at all.
One solution comes from the emergence of generative AI and its ability to create synthetic data from incomplete datasets. This means that businesses can compile big data without personal identifiers or sensitive information shared while generative AI can fill in the gaps to piece together GDPR-compliant data in a structured manner.
In addition to this, the maintenance of websites and apps created using ML algorithms can be more complex for staff to manage.
This will require staff to undergo sufficient training to unlock the full potential of the technology. While this can be a time and resource-intensive necessity, the opportunity cost for onboarding ML to help in your web development requirements could pay off swiftly.
Driven by enhancements in ML insights, content marketing revenue is expected to grow to $107.5 billion by 2026, nearly doubling the $63 billion in revenue recorded in 2022.
The utilization of machine learning in web development will fundamentally transform the ability of startups and SMEs to create engaging and fully functional websites from the ground up without the need for costly out-of-house developers.
Personalized experiences can be leveraged on the fly to generate content that appeals directly to customers and the quality of insights accessible for businesses to better understand their customer base means that more SMEs can unlock the potential of impactful website designs.
As the technology continues to evolve, it will become imperative for businesses to build more cutting-edge websites that match customer profile expectations, and ML insights will become increasingly accessible. With competition continuing to grow online throughout many different industries, accessing the transformative power of ML in web development is an opportunity not to be missed.
