Future-Proof Your Website: 3 Must-Have AI Tactics for Marketing Leaders

Which AI tactics will keep your site relevant and engaging as website strategies shift from broad audience capture to hyper-personalization?

The days of designing websites solely for broad audience capture and search engine optimization are well behind us. The future now lies in hyper-personalization, where websites cater to the specific needs and preferences of each visitor.

AI is at the forefront of this transformation, providing advanced tools and insights to create more relevant and engaging websites based on individual user data.

While the sheer volume of AI technologies — and the speed at which they’re evolving — might feel overwhelming, it’s critical for marketing leaders to stay current with these advancements.

In our recent Marketing Against the Grain episode, Kieran and I discuss three high-impact AI strategies for optimizing your website, along with emerging tools and examples, to get you started today. Let’s dive in.

High-Impact AI Strategies for Optimizing Your Website

1. Integrate AI chat ASAP.

One essential (and obvious) strategy that many marketers still overlook is integrating AI chat. AI chatbots are key for curating a seamless user journey by giving users exactly what they need.

These bots don’t get annoyed, nor do they get offended. They guide impatient visitors around your site, answer questions, and personalize interactions, making it easy for users to find what they want, without the hassle of endless clicking.

During the episode, we explored the AI voice chatbot on Hume AI’s website. What stood out to us was how the chatbot effortlessly navigated us through the site based on our verbal requests — completely eliminating the need for typing or clicking.

"Why would I ever click through the pages when I can just start this anonymous conversation with a bot and have it do all the work for me?" says Kieran. "It’s like going into a high-end store and having someone immediately assist you."

AI chat tools like Hume act as virtual concierges, streamlining the overall user journey by providing a direct pathway to the information they seek. This is crucial for optimizing your website, making it more intuitive, efficient, and ultimately, more satisfying for your users.

2. Lean into AI video experimentation.

AI video tools are game-changers for making your website more hyper-personalized and globally accessible.

Imagine greeting each visitor with a video in their native language or with a custom message tailored to their specific interests based on user data. This creates a better experience for everyone, whether they're local — or halfway across the world.

Tools HeyGen and InfinityAI offer cutting-edge creative potential that you don’t want to miss out on. And while there’s still room for improvement, as a marketing leader, you should be experimenting and exploring these tools now.

As Sam Altman from OpenAI said during his interview with 20VC, there are two types of companies: those who are building for what AI can do today, and those building for what it will be able to do in the future.

Our advice: position your company in the latter category and start testing new video advancements now to stay ahead in the long term.

3. Improve multimodality with AI-generated audio.

Think about the best salesperson in your company — it’s often the founder. But founders lack the time to continuously create content for marketing campaigns, product releases, and sales initiatives.

This is where AI-generated audio comes in, providing a new level of authenticity and personalization for your website.

For example, AI audio tools like Character.AI or Delphi AI can replicate the voices of key figures like founders, celebrities, or influencers (with proper consent and licensing), delivering personalized messages or testimonials to your audience.

Additionally, AI-generated audio tools can streamline the creation of high-volume content like product demos, explainer videos, and personalized sales pitches, saving your creative team valuable time and resources.

"Websites are going to be much more multimodal in the future than they are now," Kieran emphasizes. Integrating AI-generated audio is essential for future-proofing your website, making it more dynamic and aligning with shifting user expectations for a more immersive and interactive online experience.

To watch our entire discussion about website optimization in an era of AI, check out the full episode of Marketing Against the Grain below:

This blog series is in partnership with Marketing Against the Grain, the video podcast. It digs deeper into ideas shared by marketing leaders Kipp Bodnar (HubSpot’s CMO) and Kieran Flanagan (SVP, Marketing at HubSpot) as they unpack growth strategies and learn from standout founders and peers.