- WIX introduced adaptive content, a new AI-driven app to the site builder
- Website Administrators can tell the app which items to affect the adaptability of the content
- Users can get located content, updates since their last visit and more
Wix, one of the best site builders around, has introduced a new AI tool with power to completely redefine how we build and consume site content. The tool is an AI-driven adaptive content application that generates and changes site content based on admin input and visitor characteristics.
With the new tool, website administrators are able to determine which elements will trigger content adjustment. These elements include visitors device, country, language or whether visitors are a recurring user. In addition, they can set directives such as AI to provide engaging or sales -oriented content. The tool also allows users to simulate different versions of the text showing what visitors could see without the content first going live.
This means that the content that a visitor sees on a site can be uniquely tailored to just that person. For example, a visitor may read a welcome message in their native language. They could see references to local holidays, pricing in local currency or specific shipping policies. On mobile, they could see shorter, more concise content, and recurring visitors can get a “thank you for getting back” message or a highlight of something that changed since their last visit.
Personalization of the live experience
Website developers can access the app through Wix Editor and Wix Studio, App Market or Dashboard by searching for “adaptive” in the app market, Wix explained. After installing the app, they can set the adaptive logic by selecting one of the predefined function templates.
Wix hopes to further secure his position as one of the best AI website builders on the market with this new AI tool.
“This application highlights how we can move in addition to using AI to generate site content, but exploit AI to dynamically adapt and personalize the live site’s experience for each visitors in real time, allowing businesses to connect more effectively with their customers,” said Muly Gelman, Senior Product Manager at Wix Personalize. “As a result, companies can deliver engaging, personalized experiences that resonate with their audience, ultimately runs higher commitment and create greater revenue opportunities.”
The app is now available for English Wix and Wix Studio users, where other languages are gradually rolled out.
Owain Williams
Owain is the editor who is responsible for all site building content of Techradar. He has a background in marketing, after working for several marketing and site agencies in the past. Owain has interviewed several senior people in WIX and has significant hands on experience with WIX site building platform.
In my opinion, hyper-personalization is one of the most exciting ways that AI can help site owners build better sites and improve results. I’ve been patient waiting for site builders like Wix to find a way to use AI to help tailor site content specifically to individual visitors so I was very happy when I heard about this latest update.
Historically, companies have been able to use customer data to make overall business decisions, allowing them to adapt business offers to an audience’s segments. For example, if a company knows that 80% of its audience likes to be talked about in a relaxed tone, it would make sense for them to create all marketing content in this tone.
New AI tools, such as this from Wix, take this to the next level so that companies can use customer data to operate content personalization at individual level.
Despite my enthusiasm, however, I have some concerns.
AI -generated content is notorious subpar and almost always requires an editing level to make it suitable for the purpose. This presents a problem. If we allow AI to deliver a completely tailor -made site experience, it will be an almost impossible task to maintain a level of quality control.
So we have two options. Either companies develop a bank with curated content assets that will improve the quality of customer interactions but limit the level of potential personalization – or they allow AI to tailor all content but risk levels are poor.
