The web in 2025: AI has changed the rules of the game

Previously, sites were built for months.

Keyword analysis in Excel.

Hand sketched wireframes in Figma.

Content written from scratch.

Long approval processes...

... To launch the site after half a year and it turns out that some things don't work as predicted.

This is no longer the case today. Work on sites has accelerated. The tools have changed. Artificial intelligence has come into play. AI today is not only improving websites, it is actively creating them.

Inertia prevents some firms from exploiting its full potential. They are depriving themselves of customers and money.

If they don't change anything, the competition will overpower them.

‍

The principles remain. Execution has changed

The goal of the site is not to “have a presentation” nor to “have a website”. It is not enough to “be seen”. The site must lead to specific actions. To change the behavior of people out there. These are the results.

The results tell you how visitors to your site should behave. Should they request services? Sign up for the newsletter? Downloading magnets? Or are they supposed to find the information so they don't call the customer line anymore?

The results may vary, but they always have to make business sense.

If you have the site's goals set in any other way, it's not helpful.

Properly set goals are the basis. That doesn't change.

It has changed how you build a website like that.

🚀 Wireframes generated by AI

You used to hire a designer to draw designs by hand. Today? Relume or Framer will generate wireframes in minutes. Just enter a couple of parameters.

🚀 SEO analysis done in a few clicks

Relevance, search volume, click-through rates, difficulty, opportunities, keyword classification for better targeting, and more. AI in the tool Keyword Monkey analyzes the competition and adds recommendations for optimizing content to make your site more visible in search engines.

🚀 AI copywriting is no longer just generated text

ChatGPT, Claude or DeepSeek Generate content that is tailored to your audience. The AI takes data from analytics and optimizes texts based on how people react.

🚀 Webflow and Framer are the new standards

Classic WordPress ceases to be the main solution. Webflow allows quick edits, Framer generates designs using AI. Web development is accelerating dramatically.

‍

AI analysis and testing

💡 Customer research using AI

Chatbots aren't just for answering questions. People write in them what really interests them. AI can analyze their questions and help improve the content of the site to meet the real needs of visitors.

💡 Predictive analytics and data-driven decisions

‍Google Analytics 4 uses machine learning to identify trends and likely user behavior. Predictive metrics, like the likelihood of a visitor converting or leaving, help to better understand how users interact with the site.

💡 Variant testing saves money

AI helps test content variants faster. Instead of manually setting tests, tools like VWO or Google Optimize will recommend how to edit the site to make it work better.

‍

One Content, Ten Outputs: AI and Content Recycling

Creating content is expensive. In time and financially. Web articles, posts on social networks, infographics, videos - all this requires the work of specialists, and if you do it manually, it costs a lot of time and energy.

You wrote an article earlier and it remained just an article. Or you shot a video and had to manually cut it into shorter snippets for different platforms.

We don't work like that anymore today. AI makes it possible to automatically reshape content into different formats and distribute it where people consume it.

This is what the content strategy looks like today: You've written one text — and AI will turn it into an infographic, a podcast, and a video.

🎭 Napkin AI: Automatically generates infographics.

🎙 LM Notebook: Turns texts into podcasts.

📹 OpusClip: They create video clips on social networks.

Instead of creating content for each channel from scratch, AI helps you get the most out of everything you already have.

How we use content recycling we described in this article.

Sites in 2025 are not projects for months. AI accelerates development, testing and optimization. If you still rely on manual processes, you do it more slowly and more quickly than the competition.

Who understands the power of AI and uses it will gain a head start. Who doesn't, stays in 2015.