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AI is making waves in web design, sparking both excitement and debate. Marketers and designers are testing AI-powered tools to speed up workflows, build layouts, and improve user experiences. But can AI take over creative design, or is it just another tool to assist professionals?

To get a clearer picture, we asked 12 industry experts to share their thoughts on AI in web design; what works, what doesn’t, and whether AI could eventually replace traditional design software and CMS.

1. AI Will Complement Traditional Design Tools

I’ve experimented with AI-assisted platforms that generate layouts, but the results often feel repetitive. While AI helps speed up workflow, it lacks the creativity to produce original designs. Traditional CMS platforms still offer more control, especially for businesses that need flexibility. AI is evolving into a powerful design assistant rather than a full replacement for current tools. It’s functional, but human creativity still leads the way.

Shane McEvoy, MD, Flycast Media

2. AI Tools Streamline Initial Design Process

I’ve experimented with AI tools for designing websites and landing pages, and the results have been impressive and frustrating. AI-driven design tools have come a long way, especially in streamlining the initial design process. It eliminates much of the grunt work, making testing different layouts and tweaking elements based on performance easier.

But while AI is great at automating repetitive tasks and offering data-backed recommendations, it still falls short in areas requiring creativity, branding nuance, and deep customisation.

I’ve found that AI-generated designs often look polished but generic. If you’re aiming for something truly unique, you’ll still need human input. The best results come from a hybrid approach—letting AI handle the framework and using human creativity to refine and elevate it.

As for whether AI could replace traditional design software and CMS platforms, I don’t see that happening anytime soon. AI will continue to enhance design workflows, but full automation isn’t the goal. Custom websites and landing pages aren’t just about aesthetics; they need to tell a story, connect with users, and align with a brand’s identity in a way AI isn’t quite capable of yet. The future is more about AI-assisted design rather than AI replacing designers altogether.

James Parsons, CEO, Content Powered

3. Visily Elevates Landing Page Design

As a marketing lead, I strive for excellent and seamless design for my client’s websites. Recently, we used Visily for creating landing pages, and it levelled up our design game. My team leveraged its smooth design features to generate designs from simple text prompts and transform screenshots into customisable wireframes. 

Moreover, having 24/7 assistance helps address any challenges. While Visily can be highly effective in handling a lot of heavy lifting, it still needs human oversight to ensure everything aligns with brand identity.

James Owen, Co-Founder & Director, Click Intelligence

4. AI Generates Functional Layouts Quickly

I’ve experimented with a few AI website and landing page builders, and the biggest advantage I’ve seen is how quickly they can generate a functional layout with placeholders for images, copy, and CTAs. It’s particularly handy for smaller projects or MVPs when you want to test a concept without investing heavily in design hours.

But, these AI tools often struggle with nuanced brand identity. Things like custom illustrations, unique typography, or sophisticated design elements that really differentiate a brand. I also noticed that while these platforms can spit out something “good enough,” they sometimes lack the flair or creative polish you’d get from a skilled human designer.

In terms of replacing traditional software or CMS, I can see AI tools becoming a bigger part of the workflow, particularly for rapid prototyping or A/B testing new layouts. Yet, I doubt they’ll completely replace platforms like WordPress or custom-coded sites anytime soon because brands often want deeper customisation and control.

AI can streamline the design process, but there’s still plenty of room for human creativity and strategic thinking to ensure a truly on-brand, user-friendly experience.

Tim Hanson, Chief Marketing Officer, Penfriend

5. Brew Offers an Intuitive AI Design Experience

Brew has been the best one so far. The interface is much cleaner compared to other AI tools, which makes the whole process feel more intuitive. It’s great for quickly generating layouts and designs without needing deep technical knowledge.

What works well is how fast AI can put together a professional-looking design. Instead of starting from scratch, it provides solid templates and structures that just need minor tweaks. It’s also helpful for speeding up brainstorming, especially when experimenting with different styles and layouts.

The downside is that AI tools still lack the flexibility and depth of traditional design software. Customisation can feel limited, and some elements require manual adjustments to get them just right. AI tools are more of an assistant than a complete replacement.

Simon Brisk, Founder & SEO Strategist, Click Intelligence

6. Wix AI Generates Functional Layouts Quickly

I’ve always wondered how AI could make web design easier so I decided to test Wix’s AI-powered landing page tools. At first, it felt like magic—the AI generated a fully functional, beautiful layout with the right fonts, colour schemes, and content blocks. It even suggested improvements based on industry trends. For a business looking for a quick and easy website, this seemed like a no-brainer.

But then I started noticing the gaps. AI designs for efficiency, not emotion. While the layout was clean and structured it lacked the subtle storytelling elements that make a landing page convert. It didn’t understand the psychology behind user engagement—like how whitespace can guide focus or how an image can evoke trust. The AI couldn’t get the brand’s personality beyond surface-level aesthetics.

This is where traditional design software and CMS platforms still have the edge. With tools like WordPress, Webflow, or even Figma designers can craft intentional experiences, and fine-tune the small but important details that make a website feel personal and engaging. AI might suggest a “modern” colour scheme but only a human understands how colour psychology affects purchasing decisions. AI can recommend a button placement but it won’t know the difference between a hard sell and a call to action.

That’s why AI isn’t a replacement—it’s an accelerator. It removes the technical barriers so marketers can iterate faster but human intervention is still required to craft a compelling conversion-driven experience. The future of web design won’t be AI vs humans; it will be AI + humans where automation does the boring work and creativity delivers the final product.

Soubhik Chakrabarti, CEO, Canada Hustle

7. AI Tools Efficiently Generate Customised Landing Pages

Yes, we have experimented with AI tools like Wix ADI and Bookmark’s AIDA for designing websites and landing pages. Our experience has been largely positive, particularly with the speed and efficiency these tools offer.

For instance, using Wix ADI, we were able to quickly generate customised landing pages tailored to specific campaigns, reducing our design time by approximately 50%. The AI’s ability to suggest layouts and colour schemes based on industry standards ensured visually appealing results with minimal manual adjustments.

However, we encountered limitations in flexibility and creativity. While AI tools excel at generating standard designs, they sometimes lack the nuanced customisation required for unique branding elements or complex functionality. This often necessitated further tweaking using traditional design software like Adobe XD or integrating with CMS platforms like WordPress for enhanced control. Additionally, AI-generated designs occasionally missed the mark in conveying the brand’s unique voice, requiring additional refinement to align with our client’s specific identities.

Despite these challenges, we believe AI tools will increasingly complement rather than fully replace traditional design software and CMS. AI can handle repetitive tasks and provide a solid starting point, allowing designers to focus on more creative and strategic aspects.

As AI technology advances, it may bridge the current gaps, but the human touch remains essential for truly bespoke and innovative designs. Integrating AI with human expertise offers the best of both worlds, driving efficiency while maintaining the creativity and personalisation that define successful marketing strategies.

Georgi Petrov, CMO, Entrepreneur, and Content Creator, AIG MARKETER

8. AI Aids A/B Testing and Conversion Optimisation

I’ve been deeply involved with digital marketing and optimising landing pages at Linear Design, where we’ve been testing AI tools in web design processes. AI has been transformative in our approach, especially when it comes to A/B testing and conversion rate optimisation. One example is using AI for session recordings to pinpoint user interactions on landing pages, allowing us to rapidly iterate on design elements based on quantifiable data.

AI testing tools help us match content to the user’s purchase intent by analysing user behaviour across various ad groups. It’s key to tailor landing pages with specific calls to action that resonate with the intentions identified by AI, and we’ve seen higher conversion rates through this adaptive design strategy. Experimenting with AI-driven usability testing tools has enabled us to focus resources strategically, streamlining our processes in alignment with our budgetary and traffic constraints.

While AI significantly improves efficiency by eliminating guesswork in user experience design, replacing traditional CMS and design software is unlikely. AI’s real value lies in its ability to complement human creativity, offering powerful data-driven insights that would otherwise take far more time and resources. We continue to harness AI as an essential tool while relying on the creative human touch to deliver personalised and emotionally engaging user experiences.

Luke Heinecke, CEO, Linear

9. AI Tools Lack True Creativity

I’ve tested the AI tools for designing websites and landing pages, and honestly, I wasn’t impressed. We’ve been here before. Back in the 1990s with FrontPage and later with DIY website builders from platforms like GoDaddy. These so-called AI web design tools are really just template builders with automation layered on top, offering little in the way of true creativity or strategic design thinking.

They might work for someone who just needs a quick, no-budget site, but for businesses serious about their online presence, AI-generated websites lack the flexibility, brand identity, and performance optimisation that a professionally designed site provides. A good website isn’t just about slapping content into a generic template. It’s about user experience, storytelling, and functionality tailored to the brand’s goals. If a company isn’t willing to invest a few thousand in a quality website, it’s a sign they may struggle in business overall.

I don’t see AI replacing traditional design software or CMS platforms anytime soon. AI can speed up repetitive tasks and assist with things like layout suggestions, but great web design requires strategy, problem-solving, and creative direction that AI simply can’t replicate. The best websites are built with a balance of human expertise and technology, and for now, AI is just another tool, not the designer itself.

Jm Littman, CEO, Webheads

10. AI Builders Generate Basic Layouts Quickly

I’ve experimented with AI website builders, and while it’s fascinating to see how quickly they can spin up a basic layout, the results still feel limited for custom or sophisticated designs. We’ve found the best approach is pairing AI’s speed with a versatile platform like Webflow, which lets you fine-tune brand identity and user experience.

AI tools do well at automating repetitive tasks and testing multiple variations, but they’re not yet at the point where they can handle nuanced design elements and unique brand personalities. That said, they’re evolving quickly and will likely play a bigger role as they get more intelligent. For now, AI is a handy sidekick—just don’t expect it to replace your primary design software or CMS anytime soon.

Justin Belmont, Founder & CEO, Prose

11. AI Tools Offer Convenience but Lack Flexibility

I have used AI tools for website and landing page design, and the experience has been a mixed bag. The convenience of using AI to generate basic layouts and design elements has been helpful, especially when trying to speed up the initial phase of a project. I’ve used tools that help auto-generate colour schemes, layouts, and even content suggestions. It’s great for brainstorming and quickly coming up with ideas. However, the flexibility is limited when it comes to customisation and fine-tuning. AI tools can handle the basics, but they lack the nuance and attention to detail that a designer would naturally bring.

When working on a landing page for a campaign, I used AI to generate some initial mock-ups, but tweaking the elements to align with our brand’s identity required more manual effort. I think AI can assist in design but won’t replace traditional design software or CMS anytime soon. There is still too much need for human creativity and strategic decision-making.

Gerti Mema, Marketing Manager, Equipment Finance Canada

12. AI Enhances UX Through Data-Driven Insights

As a marketing consultant with a focus on technology brands, I’ve explored AI in website optimisation rather than design creation, leveraging it for UX improvements. Our work with Channel Bakers involved a comprehensive approach that used iterative design and user testing, focusing on data to inform our strategy. This process was crucial in creating user paths custom to specific personas, enhancing user engagement significantly.

In a different scenario with Element U.S. Space & Defense, we carried out a heuristic evaluation and UX audit. While AI wasn’t directly designing, our data-driven insights improved navigation efficiency and content personalisation, crucial for engaging a technically diverse audience. AI tools assisted in optimising the website’s information architecture, allowing us to maintain a structured approach that resonated with their complex customer base.

AI in web design aids in efficiency and personalisation but hasn’t mastered the intuitive creativity needed for compelling storytelling. I believe AI will continue to evolve, playing a supportive role in optimising user interfaces and analytics rather than replacing creativity-driven design processes.

As a marketing consultant specialising in technology products, I’ve explored AI tools in web design, focusing on data-driven creativity. At CRISPx, we used AI in the redesign of Element U.S. Space & Defense’s website. AI helped us analyse user data to improve information architecture and content strategy, increasing user engagement substantially.

AI tools can efficiently handle tasks like data analysis and user behaviour prediction. However, in the field of design, customisation and brand identity still require the human touch. During the Buzz Lightyear app UI design for Robosen, we were able to blend AI-driven insights with creative storytelling to improve user experience, showing where AI falls short in crafting cohesive brand narratives.

AI hasn’t quite replaced traditional design tools, primarily because it lacks the ability to deeply understand and connect with brand nuances. The DOSE Method(TM) we use interweaves emotional resonance with strategic data, a human element AI has yet to replicate fully. I see AI as augmenting design processes rather than replacing them, helping us make informed decisions while preserving the creative essence.

Tony Crisp, CEO & Co-Founder, CRISPx

Conclusion

AI is speeding up web design and improving efficiency, but it hasn’t taken over human creativity. It can quickly build layouts, recommend design elements, and help with optimization, yet it still falls short in originality, branding, and emotional appeal.

Experts agree that AI is most useful as a tool to support designers rather than replace them. As AI develops, its impact on web design will expand, but human creativity will still be needed to create unique, engaging, and effective websites. The future isn’t about AI replacing designers, it’s about AI working with them.

If you’re interested in how AI is shaping other fields, don’t miss our expert roundup on AI tools for marketing, where industry professionals share their top insights on AI-driven marketing strategies.

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