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Your guide to AI website personalization

January 12th 2024


By Dominic Carelse

Marketing Manager

AI website personalization

Imagine this: it’s the end of the quarter, and you’re staring at your website’s analytics dashboard, hoping for a miracle. Despite your best efforts, your conversion rates stagnate, and your user engagement is plummeting. You’ve tried everything from A/B testing to content optimization. Nothing moves the needle. You’re going to miss your targets — again, and your fear of the chopping block keeps you up every night. Sound familiar?

If you’re a growth marketer in today’s cutthroat digital landscape, the pressure to deliver results is relentless. With competition just a click away and user expectations sky-high, you can’t afford to rely on guesswork or gut instincts. You need a secret weapon to help you deliver the personalized experiences your users crave — and you need it to deliver at scale and in real time.

That’s where AI-powered website personalization comes in.

By leveraging the power of machine learning algorithms, AI can analyze vast amounts of user data in real-time, identifying patterns and preferences that would be impossible to spot through manual analysis. AI enables you to create granular user segments, deliver predictive recommendations, and continuously optimize your website for maximum engagement and conversion. With AI in your corner, you can transform your website into a powerhouse of tailored experiences that keep users coming back for more – and keep you ahead of the competition.

AI has emerged as a powerful tool for enhancing website personalization, enabling companies to deliver highly relevant content and recommendations to their audience. In this blog post, we’ll explore AI-driven website personalization and provide you with a comprehensive guide to implementing these strategies on your own site.

How is AI used for personalization?

Website personalization has proven successful across industries, from eCommerce giants like Amazon to household names like John Lewis to streaming pioneers like Netflix. Using AI technologies such as machine learning (ML), natural language processing (NLP), and predictive analytics have revolutionized businesses’ approach to personalization.

  • ML algorithms identify patterns and preferences in user data, enabling real-time website and email personalization.
  • Based on a user’s reading history, NLP supports content personalization, such as product descriptions and article recommendations.
  • Predictive analytics analyzes past user behavior to anticipate future preferences and proactively offers solutions.

Here are six more ways AI is used to create tailored experiences.

Six ways AI can be used for personalization

1. Data collected from multiple sources, including website interactions, social media, and customer feedback, forms the foundation for personalization efforts.
2. AI systems require robust data storage solutions, typically cloud-based, to handle the massive amounts of collected data.
3. Before data can be analyzed, it must be cleaned, transformed, and structured. AI algorithms can automate data preprocessing tasks, ensuring quality and consistency.
4. Based on data analysis, AI identifies patterns and correlations and generates insights that inform personalization strategies, including customer segmentation, product recommendations, and content optimization.
5. AI-powered chatbots can provide personalized customer assistance, answer customer questions, offer product recommendations, and guide customers through purchasing.

These six aspects of AI can help create highly personalized experiences that resonate with your customers, increase engagement, and drive conversions.

Benefits of AI in website personalization

AI-driven personalization can unlock a wide range of benefits that can significantly impact your business’s bottom line. From scaling personalization efforts efficiently to improving conversion rates and fostering brand loyalty, AI-driven personalization can transform your online presence and drive measurable results.

Scale your business while saving resources

One of the most significant benefits of AI-powered personalization is its ability to scale your business efficiently. As your website attracts more visitors, manually analyzing user data and creating personalized experiences for each segment can become time-consuming and resource-intensive. AI algorithms can process vast amounts of data in real-time, enabling you to deliver personalized experiences at scale without straining your resources.

Improves product discovery

By analyzing user behavior, preferences, and past purchases, AI algorithms can recommend highly relevant products to each visitor, making it easier for users to find products they’re interested in, exposing them to items they may not have otherwise discovered, and increasing the likelihood of a purchase.

Enhances user experience

Personalization powered by AI can greatly improve the overall user experience on your website. This level of personalization makes users feel valued and understood, fostering a stronger connection with your brand.

Improves conversion rates

One of the primary goals of website personalization is to increase conversion rates, and AI can be a powerful tool in achieving this objective by presenting highly relevant products, content, and offers. Users are more likely to take action when presented with offerings that align with their interests and needs.

Increases average order value

In addition to improving conversion rates, AI-powered personalization can also help increase your website’s average order value (AOV) by identifying and suggesting complementary products or higher-value items that are likely to appeal to the customer. This will ultimately lead to larger cart sizes and increased revenue.

Cross-sell and up-sell

By understanding a user’s browsing and purchase history, AI can recommend products that complement the customer’s current selections or suggest higher-end alternatives. This targeted approach increases the chances of additional sales and provides users with valuable product suggestions they may have otherwise missed.

Boosts brand loyalty

When users feel that a brand understands their preferences and provides them with tailored experiences, they are more likely to develop a strong affinity for that brand, leading to repeat visits, increased loyalty, and positive word-of-mouth recommendations.

4 effective recommendations types powered by AI

When it comes to delivering personalized experiences on your website, AI plays a crucial role. These recommendation types use AI to analyze vast amounts of user data, identify patterns, and generate insights that enable you to automatically tailor your content, product recommendations and offers to individual preferences.

This section explores four examples of powerful AI-powered product recommendations that can take your website personalization to the next level.

“People like you buy”

The “People like you buy” recommendation is a collaborative filtering technique that recommends products based on the purchasing behavior of users with similar profiles, interests and behaviors. This approach leverages the wisdom of the crowd, assuming that users with similar tastes and preferences are likely to be interested in the same products.

“After viewing this, people buy”

Instead of focusing on user similarity, this recommendation type analyzes the browsing and purchasing behavior of users who have viewed a specific product. This approach is particularly effective for complementary products or items that are frequently purchased together.

“People like you browse”

This recommendation analyzes the products and categories explored by users with similar profiles to suggest items one user has browsed but another may have missed. This approach is particularly useful for exposing users to new products or categories.

“Similar products”

The “Similar products” recommendation, also known as content-based filtering, analyzes product attributes, features, and descriptions to identify similar items. This tool is particularly effective for niche or specialized products with limited user behavior data.

Remember — there are as many recommendation types as grains of sand — your imagination is the only limiting factor.

How to add AI personalization to my website

Adding AI-driven personalization to your website can seem daunting, but it’s achievable with the right approach and tools. Here’s a step-by-step guide to help you get started:

  1. Define clear goals and outcomes to guide your personalization strategy.
  2. Collect and integrate user data from sources such as website analytics, customer profiles, and social media into a centralized customer data platform (CDP) for a single, integrated view of your customer.
  3. Select an AI-powered personalization platform that aligns with your goals and offers features such as real-time dynamic content, personalized product recommendations, and automated A/B testing and optimization capabilities.
  4. Test, measure, and optimize for faster, more relevant experiences across channels for many goals, including increasing AOV, ID rate, and dwell time. Then, automatically display the best content.
  5. Prioritize privacy and security, be transparent about data practices, and provide opt-out options. Ensure regulatory compliance (i.e., GDPR, CCPA, etc.).


As AI technologies continue to advance, the future of website personalization looks promising. Emerging trends such as conversational AI and AR may further enhance personalized experiences. By understanding the role of AI in personalization, implementing best practices, and leveraging the right tools, you can create tailored experiences that resonate with your audience. Start exploring the possibilities of AI-powered personalization today and take your website to new heights of user engagement and business success.