- Wix introduced adaptive content, a new application with AI for the website builder
- Website administrators can tell the application what elements should influence content adaptation
- Users can obtain localized content, updates since their last visit and more
Wix, one of the best website builders, has introduced a new tool with the power to completely redefine how we build and consume content of the website. The tool is an application of adaptive content with AI that generates and modifies the content of the website based on the administrator entrance and the characteristics of visitors.
With the new tool, website administrators can determine which elements will activate content adaptation. These elements include devices for visitors, country, language or if the visitor is a user who returns. In addition, they can establish directives, such as AI must offer attractive or sales oriented content. The tool also allows users to simulate different versions of the text, showing what visitors could see, without the content being activated first.
That means that the content that a visitor sees on a website can adapt uniquely only for that person. For example, a visitor could read a welcome message in their native language. They could see references to local vacations, prices in local currency or specific shipping policies. In mobile devices, they could see short and more concise content, and visitors who return can receive a message of “thanks for returning”, or the highlight of something that changed since their last visit.
Customize live experience
Websites developers can access the application through the editor Wix and Wix Studio, the application market or the board, seeking “adaptive” in the application market, Wix explained. After installing the application, they can establish adaptive logic by choosing one of the predefined functions templates.
Wix will hope to further ensure its position as one of the best Builders of AI websites in the market with this new AI tool.
“This application highlights how we can go beyond the use of AI to generate content of the website, but take advantage of AI to dynamically adapt and customize the experience of the live website for each visitor in real time, allowing companies to connect more effectively with their customers,” said Muly Gelman, Wix Senior Product Manager of Wix Customize. “As a result, companies can offer interesting and personalized experiences that resonate with their audience, ultimately, promoting higher participation rates and creating greater monetization opportunities.”
The application is now available for English Wix and Wix Studio users, with other languages gradually implemented.
Owain Williams
Owain is the editor in charge of the entire website builder content in Techradar. He has marketing experience, which has worked for numerous marketing agencies and websites in the past. Owain has interviewed several older people within Wix and has considerable practical experience with the Wix website construction platform.
In my opinion, hyperpersonalization is one of the most exciting ways in which AI can help websites from websites to build better sites and improve results. I have been waiting patiently that websites builders such as Wix find a way to apply AI to help adapt the website content specifically to individual visitors, so I was very happy when I heard about this last update.
Historically, companies have been able to apply customer data to make general commercial decisions, allowing them to adapt commercial offers to segments of an audience. For example, if a company knows that 80% of your audience likes to be told in a casual tone, then it would make sense for them to create all marketing content in this tone.
The new AI tools, such as Wix, lead to the next level, allowing companies to use customer data to boost content customization at the individual level.
However, despite my emotion, I have some concerns.
The content generated by AI is notoriously poor and almost always requires an editing level to be suitable for its purpose. This presents a problem. If we allow AI to deliver a totally custom website experience, it becomes an almost impossible task to maintain a quality control level.
So, we have two options. Any of the companies develop a bank of cured content assets, which will improve the quality of customer interactions, but will limit the level of potential customization, or allow you to adapt the entire content, but the levels of risk quality are poor.
