The shortfalls of AI in website design and content creation

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What AI cannot deliver: a look at the need for human creativity in website design and content creation.

Artificial Intelligence (AI) has revolutionised some industries and is fast changing many others. When it comes to website creation, the ability to automate tasks, generate content, and produce designs has enticed some businesses to embrace AI technology.

While AI offers numerous benefits, it is essential to recognise its limitations and potential pitfalls when it comes to website design and content creation. In this blog, we will explore some of the key shortfalls of using AI in these domains.

Lack of human creativity

One of the most significant shortfalls of AI in website design and content creation is the absence of human creativity. AI algorithms are excellent at analysing data and patterns, but they lack the innate ability to produce truly original and innovative ideas. While AI-generated content may be coherent and grammatically correct, it often lacks the emotional depth and creative flair that humans can infuse into their work. Websites created by AI may appear generic and fail to leave a lasting impression on visitors.  

Lack of emotional appeal

In this digital age, genuine human connections are becoming increasingly valuable. Individuals and businesses are shifting towards prioritising experiences over material possessions in a rapidly growing experience-based economy. An experience-based economy, or experienced economy, is a concept that emphasises the value and importance of experiences over the traditional emphasis on products and services.

Essentially, we treasure memories, feelings and experiences over material possession. This represents a marked shift in how we approach consumption and well-being and applies to many sectors, including how we view and consume brands and websites. 

AI cannot produce designs and content that make us feel aligned to a brand or service offering. People buy from a business, or engage with a brand based on how that brand makes them feel. Something as pivotal as selling your house for example, warrants a level of trust and connection when it comes to choosing an estate agent. Therefore, you need to be able to feel and experience the brand essence of that agent from their digital profile, including their estate agent website. In essence, your website needs to leave a lasting impression and that cannot be produced through AI, without human input.

Youth sports club in the community supported by Nicol & Co estate agent re heavily rooted in the community.

Limited understanding of context and nuance


AI algorithms heavily rely on patterns in the data they have been trained on. However, they struggle to grasp the nuances of human language and context. In content creation, this limitation can lead to inappropriate or inaccurate information being displayed on a website. AI-generated content may not be able to understand the subtle differences in tone, cultural references, or the appropriate context in sensitive topics.

This lack of understanding can harm a website's reputation and credibility. Capturing the tone of voice and brand ethos of a business is really important when developing a website or creating website content. AI technology cannot factor in personalised brand nuances and bespoke styles that is required to give your business the stamp of ‘being you’. 


Inability to capture user experience

User experience (UX) is a critical aspect of website design. While AI may be able to automate some design processes, it often fails to account for the subjective preferences and needs of the website's target audience. User experience involves the interaction between humans and technology, and AI may struggle to comprehend human emotions, behaviours, and desires. As a result, websites designed by AI are likely to not be user-friendly and fail to meet the specific requirements of the intended users.

Replication of existing designs

AI algorithms are trained on vast datasets, including existing websites and content. This can lead to the replication of designs and content that already exist on the internet. A lack of originality can harm a brand's uniqueness and dilute its identity. Websites that look similar to others can also lead to a lack of brand differentiation and make it harder for businesses to stand out in a competitive landscape. This is very poignant in the estate agent sector which is already highly competitive with a very crowded online marketplace.

Pernilla Tweddle, Marketing Director at PropertyStream says, "We place real emphasis on getting to know our clients and their brand. We help clients bring their individuality, visual identity and brand story to the surface through creative use of imagery, design and copywriting. Our clients tell us this works incredibly well to drive business success. AI is not able to tap into this emotive facet of brand development which is crucial when building trust with customers. And trust, ultimately, is what drives profit." 

Ethical concerns and bias

AI algorithms learn from the data they are fed, and this data might be biased or contain unethical information. When used for content creation, AI can inadvertently perpetuate stereotypes or disseminate false information. In website design for example, AI may prioritise certain visual elements that are considered more attractive in the dataset, but these preferences may not align with the brand's values. Whilst not recommended, if AI is used, it is imperative that humans who understand the visual identity of the brand constantly and carefully monitor the AI-generated content and designs to ensure they are ethical and unbiased.


Conclusion around using AI in web design and content creation

While AI can bring advancements and efficiencies to design and content creation, it is crucial to acknowledge its shortfalls. Human creativity, understanding of context and nuance, capturing user experience, and ethical concerns are some of the key areas where AI falls short. It is essential for businesses and content creators to remember the importance of a business’ tone of voice, brand identity and unique appeal and that these aspects cannot be fulfilled by AI.

Instead, if businesses are to begin using AI, they need to strike a balance between AI automation and human ingenuity to create websites that are not only visually appealing but also emotionally engaging and user-friendly. By leveraging AI as a tool rather than relying solely on it, we can harness its strengths while avoiding the potential pitfalls it presents.

If you would like to discuss your website, or how we can help you create a new one, contact us on

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