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  • Writer's pictureThe Brigantine Group

AI on Websites: How Is It Learning and Customizing My Experience?

The magic of modern websites lies in their ability to adapt and cater to individual users and create intuitive and personalized experiences. But how exactly does AI learn from our interactions, and how does it use this information to tailor our online experience?

Computer on Midjourney

At the heart of AI's ability to customize your web experience is a subset of AI known as machine learning (ML). ML algorithms learn from data, recognize patterns, and make predictions or decisions without explicit programming for each specific task.

1. Data Collection: The Starting Point

Everything hinges on data. Your interactions with websites are not isolated; in fact, they lay the foundation for AI systems to customize and enhance your subsequent visits.

  • Explicit Data: This is the clear-cut information you willingly supply. When you register for an account, punch in your preferences, or even type in search queries, you're providing a direct stream of data. This allows AI systems to understand and cater to your specific needs.

  • Implicit Data: More covert but equally valuable, implicit data is derived from your behavioral patterns on a website. Every click, every scroll, and every second you linger on a page is potentially a piece of the puzzle. From the products you're more inclined to view to the articles you prefer reading, AI systems gauge these subtle cues to predict and present content that aligns with your likely interests.

  • Session Data: Beyond single interactions, AI also considers the aggregate of your activities during an entire website visit (aka a session). This can provide insight into your broader intentions or interests during that specific time.

  • Historical Data: Over time, your continued interactions with a platform provide a tons of historical data. This isn't just about what you did last visit, but an aggregation of your preferences, habits, and changes over extended periods. An AI system can use this data to detect shifts in your interests or to remind you of products or topics you engaged with in the past.

By gathering and analyzing these data streams, AI tools lay the groundwork for a more immersive, intuitive, and personalized online experience. It's essential to remember that the efficacy of these AI-driven personalizations is anchored in the accuracy and breadth of the data collected.

2. Data Processing and Pattern Recognition

Once the data has been amassed, AI takes center stage by diving into this vast amount of information. While the raw data might initially appear random or disjointed, advanced algorithms allow AI to meticulously sift through and extract clear patterns and insights.

Take, for example, your online shopping habits: if you consistently search for eco-friendly home products, the AI doesn't just see isolated searches—it sees a pattern indicating a preference.

This inferred understanding allows the AI to proactively curate content or product suggestions that align with your evident interest in sustainable living. Thus, by continuously processing user interactions and identifying recurring patterns, AI ensures a more tailored and relevant user experience.

3. Real-time Adaptation

Harnessing recognized patterns, AI-driven websites have the capability to dynamically adapt to individual users in real-time:

  • Personalized Recommendations: Taking a cue from your browsing history, e-commerce platforms might suggest items you're likely to find intriguing.

  • Dynamic Content Display: Websites, especially news portals, can curate content tailored to your preferences. If you've been consistently reading tech-related articles, the site might prioritize the latest tech news in your feed.

  • User Interface Adjustments: AI isn't just about content; it's also about optimizing the user experience. If you often navigate to a site's blog section, AI can recognize this habit and adjust the site's layout, positioning the blog link or section more prominently for easier access.

  • Predictive Analysis: AI models can predict future actions based on past behaviors. If you often purchase a product after viewing similar items, the AI might start highlighting those items in anticipation of a potential purchase.

4. Chatbots and Virtual Assistants: Evolving Digital Interactions

AI Chatbot

The integration of chatbots and virtual assistants on websites has seen a significant uptick in recent years due to a confluence of technological advancements and evolving user expectations. Some of the main reasons are 24/7 availability, cost efficiency, consistency, reduced human error.

  • Instant Responses: One of the primary benefits of AI-driven chatbots is their ability to provide immediate responses. Unlike human agents who might be managing multiple queries or are only available during business hours, chatbots can offer 24/7 support, ensuring that users' questions are addressed promptly.

  • Learning Over Time: These aren't static systems; they're designed to evolve. With every user interaction, chatbots collect and analyze data. Over time, this allows them to understand frequently asked questions, common issues, and user preferences.

  • Predictive Assistance: Advanced chatbots do more than just react; they anticipate. Drawing on past interactions and the data they've amassed, they can preemptively offer solutions or information even before a user explicitly asks for it.

  • Enhanced User Experience: By streamlining queries, providing quick solutions, and reducing the need for users to navigate complex FAQ sections, chatbots significantly enhance the overall user experience. Their presence can lead to increased user satisfaction and can boost the likelihood of conversions.

  • Integration with Other Systems: Modern chatbots can integrate seamlessly with other platforms and databases. For instance, if you're on an e-commerce site and inquire about a product's stock status, the chatbot can instantly pull this data from the inventory system, providing you with real-time updates.

In essence, AI-driven chatbots and virtual assistants are more than just query-response systems. They're continuously evolving entities that leverage data-driven insights to foster better, more intuitive user interactions.

5. Beyond Behavior: Demographics and External Data

To offer a holistic, tailored experience for users, AI systems often cast a wider net, incorporating more than just online behaviors. Here's a deeper dive into how demographic data and external factors play a role in AI-driven personalization:

Demographic Data:

  • Age: Different age groups might have varying preferences. A younger audience might lean towards trendy, interactive elements, while an older demographic might prioritize straightforward navigation.

  • Location: A website might adjust its content based on the user's region, offering location-specific promotions or displaying content in the local language.

  • Gender: Certain products or services might appeal differently to different genders. Recognizing this, AI can tailor suggestions or advertisements.

  • Occupation & Education: Understanding a user's professional background or educational level can help AI present content that aligns more with their expertise and interests.

External Data:

  • Current Events: World events can influence user preferences and behaviors. During a global sports event, AI might prioritize related content or products.

  • Seasonal Changes: E-commerce platforms can benefit immensely from this. During winters, an AI might promote winter wear, while in summer, it might push for beachwear or air conditioners.

  • Cultural Celebrations: Recognizing and respecting cultural events like festivals, national holidays, or significant dates can provide a more inclusive user experience.

  • Market Trends: AI can also keep tabs on evolving market trends by analyzing vast amounts of data from various sources. If there's a surge in a particular product's popularity, the AI can recognize it and adjust recommendations.

The real strength of AI is in its ability to combine these various data streams. By integrating behavioral data with demographic insights and external factors, AI can paint a comprehensive picture of the user. By tapping into these diverse data sources, AI offers a more nuanced, responsive, and engaging user experience, anticipating needs and preferences with remarkable accuracy.

6. User Control: Balancing AI and Human Preferences

While AI offers the potential for highly personalized web experiences, the importance of user autonomy can't be overstated. In a digital age marked by concerns over privacy and personalization, there's a growing demand for user-centric controls.

  • Granular Settings: Many sites now offer detailed settings, letting users decide which personal data the AI can access and use for customization. For instance, a user might be comfortable sharing their browsing history but not their location.

  • Opt-Out Features: Recognizing that not everyone may be comfortable with AI-driven customization, many platforms provide an opt-out feature, allowing users to enjoy a more generic web experience if they choose.

  • Transparency: As a best practice, websites are often upfront about how they use AI and data, ensuring users are informed and can make decisions based on their comfort levels.

Incorporating these elements ensures that AI serves as a tool to enhance the user experience rather than dictate it, reinforcing the principle that the user remains at the center of web design and functionality.


AI's role in customizing our web experiences is becoming increasingly pronounced. By continuously learning from our behaviors, preferences, and needs, AI ensures that websites are no longer static entities but dynamic platforms adapting to each user.

However, as with all technology, the key lies in balanced and ethical use. While AI-driven personalization offers unparalleled convenience, transparency, user control, and respect for privacy remain paramount. As users, understanding how AI works can help us navigate the modern web with both excitement and caution.

Related: Looking at the Ethical Pros and Cons of AI


We're the Brigantine Group: where innovative web design meets unparalleled functionality. Whether you're seeking a fresh website build, a transformative re-design, captivating graphic work, or compelling content creation, we breathe life into your digital vision.


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