THE ETHICS + IMPACT OF AI IN WEBSITE DESIGN
The robots aren’t coming. They’re here.
Dun, dun, dunnnn!
But really, like no time before, we stand at the intersection of technology and creativity. The conversation around artificial intelligence [AI] and its role in everything, including website design, is becoming increasingly important.
There's no denying that AI tools can streamline workflows, automate tedious tasks, and even generate impressive design elements in record time. However, just because we can use AI to write copy, produce photos, and even build websites doesn’t mean we should blindly lean into it. The importance of human intuition, the ethics of creative elements, and the need for designs that resonate with real people cannot be overlooked. As with any other emerging technology, we have to approach its use in website design with careful thought and consideration.
It’s About More Than Efficiency
AI has transformed how many approach design. There is an abundance of tools that allow designers to automate much of the aesthetic decision-making process, generating layouts and color schemes with a simple prompt. These tools promise efficiency and speed, freeing up time for designers to focus on high-level creativity.
At its core, website design is about people. It’s about crafting spaces that users can easily navigate, connect to, and engage with in meaningful ways. AI, by its very nature, operates on patterns and data, but it doesn’t feel what human visitors feel. It doesn’t understand the cultural nuances or emotional responses that play such a pivotal role in the design of user-centered websites. Relying too heavily on AI to dictate a site’s aesthetic can result in sterile, inauthentic designs that fail to create a genuine connection with visitors. Worse, it could inadvertently perpetuate biases present in the data the AI was trained on, leading to sites that are less inclusive or unintentionally alienating.
Therefore, the ethical question we face is not whether we should use AI, but how we use it. Can AI help us design in a way that is ethically responsible, inclusive, and human-centered? The answer lies in balance.
How Your Website Feels is More Important Than How It Looks
It’s easy to see AI’s appeal in generating designs that appear sleek, polished, and visually appealing. But there’s a catch: often, AI’s creativity is based on algorithms trained to mimic existing patterns or popular trends, rather than truly innovate or understand the underlying human experience. What AI excels at is creating designs that look “nice,” but there’s a real danger that these designs may lack the depth or personality required to tell a story that speaks to human users.
Websites are more than just an online presence; they’re often the first point of contact between a brand and a potential customer. A website is an opportunity to communicate a brand’s personality, values, and vision. The way a site feels — the colors, fonts, layout, and images — needs to connect with visitors in a deeply personal way. A truly compelling website isn’t just aesthetically pleasing; it conveys meaning, tells a story, and evokes emotion.
The Power of Authenticity in Copy
While AI can assist in generating website copy, there's strong value in writing your own. Crafting your own words ensures that your brand’s voice remains authentic and aligned with your values. Writing your copy personally [or with the help of a professional copywriter] allows for nuances and emotional connections that AI struggles to replicate from warmth to humor to regional dialects. These subtleties are crucial for connecting with your audience in a meaningful way.
If you do use AI for copywriting, please proofread it and make it your own!
Edit and refine the content to ensure it aligns with your voice. AI can help generate ideas or drafts, but it’s your job to give the final product a personal touch. Proofreading isn’t just about correcting grammar; it’s about ensuring the tone, language, and message are aligned with your brand’s identity.
AI can miss key nuances, so take the time to adjust phrasing, eliminate repetition, and refine the generated copy to make it sound natural. The human element is what brings the message to life. AI can be a tool, but it should never overshadow the genuine insight and emotional connection that human-written copy provides.
Photos That Are Relevant and Natural
One of the most critical elements of a website’s design is its imagery. Photos convey more than words ever can. They evoke emotion, build trust, and visually communicate a brand’s ethos. However, AI-generated images, while possibly convenient, often come across as inauthentic, generic, or forced. And let’s not even mention the weird-looking hands with six fingers that seem to be a consistent favorite of AI products.
The most effective photos on websites reflect real people in real situations, not idealized or overly curated moments. They represent diversity, authenticity, and relatability. And while AI tools may help us find or generate photos, they should never replace the thoughtful, intentional selection of images that genuinely enhance the user experience.
The Environmental Impact of AI
We can’t publish an article about AI without mentioning the environmental impact. Tools like ChatGPT and other generative AI technologies consume considerable amounts of energy to process requests. As noted by experts, the carbon footprint of training large-scale AI models is significant, and while these technologies can be valuable, we must also be mindful of their environmental implications. Designing with sustainability in mind — whether that’s through optimized websites, energy-efficient hosting, or simply minimizing the overuse of AI-generated elements — is an ethical consideration that all of us must keep at the forefront of our minds.
When used thoughtfully, AI can enhance the design process, but it should never overshadow the human touch that gives a website its soul. Let’s prioritize designs that are authentic, human-centered, and mindful of both their environmental impact and their ethical responsibility. Because in the end, good design is about more than just looking good; it’s about connecting with real people in a way that feels meaningful, impactful, and true.
