Harnessing AI on your website to elevate the customer experience

As of 2022, around 15% of businesses in the UK used some form of AI technology. Adoption was more common among large businesses, with 68% using at least one AI technology. With AI becoming increasingly accessible, there’s a massive opportunity for small to medium-sized businesses to make use of this technology to create a more complete customer experience.
In this post, we’ll look at how you can integrate AI technology into your website, digital products and wider customer service strategy to add actual value to your business.

In this post, we’ll look at how you can integrate AI technology into your website, digital products and wider customer service strategy to add actual value to your business.

AI & your customer service strategy

According to Redpoint Global, 73% of consumers feel that AI can have a positive impact on their buying experience. Implemented in the right way, AI technology integrated directly into your website or digital project can help to:

• Streamline processes: automate time-consuming tasks.
• Improve response times: meet the demands and increasingly high expectations of your customers for getting instantaneous responses.
• Free up human resources: allow your team to focus on high–value or complex tasks.
• Provide more accuracy: when training an AI, it only knows what you tell it, and won’t deviate from that, reducing human error and inconsistencies in interpreting rules, policies and procedures.

All-in-all, combined with the efforts of your human workforce, using AI technology adds up to an elevated customer experience that could give you the edge on your competitors.
Let’s have a look at some specific use cases for integrating AI with your digital experiences.

AI use cases for your website

Smart customer service agent

Trends suggest that customers increasingly prefer swift responses and on-demand service to human interaction. 51% of consumers say they prefer interacting with a bot over a human when they want immediate service. You can “train” an AI chatbot on your products and services to make it act like a sales or support agent. Customers can ask the chatbot questions in real-time and get answers as if they were talking to a real person – but it’s instantaneous, available 24/7 and doesn’t require dedicated human resources. You can connect your chatbot up to product and service descriptions, policies, support documentation and FAQs, so it can be on-hand to answer sales and support questions as they arise. This not only increases the availability of your sales and support, it in turn frees up your humans to pick and deal with the more complex and in-depth requests.

Sales funnels & personalised recommendations

In addition to free-form chat driven by natural language processing (NLP), users can also interact with AI in more structured ways on your website or application to receive a more personalised and streamlined service. Using AI, you can pre-program a sales or quote funnel to present the user with questions and then use their answers to prompt AI and pull in a personalised recommendation for a product or service. This approach could reduce friction in the sales funnel by locking the user into a “conversation”, as well as offering more personalised recommendations.

AI-generated product & service descriptions

Helpful, high quality and unique content around your products and services is vital to both performing well on search engines and user experience in terms of providing useful information. Scaling this across hundreds or even thousands of products can be challenging – but that doesn’t make it any less important to your overall strategy. AI can be used to generate unique, SEO friendly product and/or service descriptions based on the information you provide, which can then be automatically displayed on product pages. This ensures consistency in tone, style and messaging as well as reducing hours of manual work for your team, while also helping with SEO.

It’s important to note here that while AI-generated content isn’t against Google guidelines – in fact they explicitly say they are about “rewarding high quality content, however it’s produced” – you will want to ensure you’re following best practices. Check out more of our advice on this here.

Intelligent reporting & customer insight

One of the key challenges for the modern marketer is accessing and effectively utilising all of the valuable data and insight that’s available to them in order to influence decision-making. Navigating multiple dashboards, reports and views to gather this kind of insight isn’t the most efficient use of time. AI agents can be used to bring website application data together to provide you with more digestible insights which can be queried with natural language. A good example of this in action is Google Analytics Intelligence – rather than delving through the various views and reports to find the bits of data you need, you can query it in “plain English” and it will present you with data that answers your question. Additionally, it also displays notifications and custom cards on the dashboard when it picks up trends or anomalies in traffic or user behaviour.

Examples of insights cards auto-generated by GA4 based on forecasting and analysing user trends

Tools like Google Analytics Intelligence are fine for fairly foundational things like traffic and events, but you might also find it useful to have a custom tool that queries more complex custom data for you – integrated with your internal reporting and able to access multiple systems all queriable from one place.

We’re currently helping our clients to supercharge their websites, digital products and internal operations processes with AI. Want to learn more about how we could help you? Get in touch and we’ll chat about your project.