THE USE OF ARTIFICIAL INTELLIGENCE TECHNOLOGIES IN WEB DESIGN AS A FACTOR IN IMPROVING THE EFFECTIVENESS OF DIGITAL MARKETING
Abstract
The article provides an extensive examination of the integration of artificial intelligence technologies into contemporary web design and outlines their strategic importance for enhancing the overall effectiveness of digital marketing systems. The study emphasizes that the rapid expansion of data-driven communication models and the increasing complexity of user interaction patterns require companies to employ AI tools capable of automating interface development, predicting user intentions, and generating personalized content in real time. The methodological framework of the research combines analytical, comparative, and system-based approaches, allowing for a comprehensive assessment of AI mechanisms such as generative neural networks, machine learning algorithms, adaptive UI systems, and predictive behavioural models. Particular attention is paid to the capacity of AI-driven design solutions to increase conversion rates, reduce user effort, improve navigation speed, and strengthen brand recognition across digital touchpoints. The findings demonstrate that AI-supported UX optimisation significantly improves engagement indicators, facilitates multi-level personalization, and enhances the performance of A/B testing by enabling more precise segmentation. Despite the increasing use of AI in the digital sphere, the study identifies the lack of unified metrics for evaluating the direct marketing impact of AI-generated design elements, which limits the ability of companies to assess long-term strategic benefits. The practical value of the article lies in defining the key directions for implementing AI tools in web design, including predictive interface modelling, automated layout generation, adaptive content delivery, and integration of behavioural analytics, all of which create a measurable improvement in customer journey efficiency. The research contributes to the growing academic discussion on the role of AI in digital marketing and underscores the importance of developing comprehensive frameworks for assessing the economic and communicative effectiveness of AI-powered design systems.
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