AI's Impact on Website Front-End Development
Jan 02, 2024 • 3 Minute Read • Joe Fusco, Technical Director, Front End
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How Generative AI is Changing Search and Website Experiences
Feb 05, 2025 • 2 Minute Read • Elizabeth Spranzani, Chief Technology Officer
Generative AI (GenAI) is fundamentally changing the field of search technology. It's enhancing both the accuracy and interactivity of search experiences.
Traditionally, the search experience involved matching certain keywords on indexed content, but GenAI provides a completely new layer of understanding and contextualization that'll improve relevance and interactivity, resulting in a richer way to find the exact results someone might be looking for.
We've seen AI products become available, experiences change, and many of our clients ask questions. As this technology progresses, the boundary between searching and learning is blurring, leading to richer and more engaging ways to access and interact with information.
Google: Setting the Standard for Search Evolution
Google has always set the benchmark for search experiences, and its integration of generative AI into search results is no exception. Today, when you search on Google, you’ll still see the familiar sponsored links and traditional results, but there’s a game-changing addition: a generative AI-powered summary. This feature, dubbed AI Overviews, delivers what Google predicts is the most relevant answer, accompanied by citations from contributing sources.
How Is AI Overviews Shifting Web Search Behavior?
Here’s the twist: while users can still click through to a website, they now often stop at the AI-generated answer. Why? Because they’ve already gotten what they need, reducing the incentive to visit the original source. For brands, this raises serious concerns about traditional SEO strategies and the visibility of their content in this new landscape.
The Ripple Effect on Expectations
Over the past six months, users have started adapting to this streamlined experience, and it’s becoming the new norm. This evolution doesn’t just stop at Google. For years, brands have aspired to replicate Google’s intuitive search experience on their own platforms, from flexibility and forgiveness to recommendations and smart suggestions.
Now, with Google leveraging generative AI, it’s only a matter of time before customers expect the same seamless, AI-driven interactions during on-site searches. The question is no longer if but when generative AI results will become the baseline expectation for every on-site search experience.
Coveo: Leading the Way in Generative AI Search
Coveo, a trusted enterprise search platform, quickly adapted to the evolving search landscape with the introduction of its Relevance Generative Answering (RGA) feature. Coveo enables natural language queries powered by vector-based models, leveraging existing search indexes to deliver accurate, context-aware results, even without exact keyword matches.
RGA also ensures data security by respecting permission settings, making it ideal for use cases like support portals. Major brands like United Airlines, Dell, and Zoom are already leveraging this feature to enhance their search experiences.
ai12z: Redefining Website Experiences with Copilots
ai12z, the latest organization founded by visionary entrepreneur Bill Rogers, is a platform that enhances beyond search results pages. The solution enables agents that act as digital assistants on your website, guiding visitors through their journey. Its configurable copilot agents embed generative AI throughout the digital experience, taking users through tailored journeys by leveraging data from content management systems (CMS), public URLs, documents, and bi-directional interaction with third-party systems.
These agents use advanced reasoning to refine prompts dynamically, ensuring personalized, accurate results. Features like Answer AI, Context AI, and History AI enhance functionality by delivering contextual insights, retaining conversational history, and even interpreting multimedia inputs.
With the limitless ability to configure, ai12z enables brands to create transformative search experiences, setting a new standard for what websites can do.
Transforming Digital Experiences with Purposeful AI
This evolution in search technology is just the beginning. Solutions like ai12z highlight how the shift from enhanced search to integrated website experiences is transforming how users engage with digital platforms. The journey doesn’t end with finding information. It extends into personalized, guided interactions that redefine the entire website experience.
What's Next?
AI is a transformative tool that, when implemented thoughtfully, can revolutionize digital experiences. From streamlining support portals with instant step-by-step instructions to enabling smarter, more personalized search, the key is using AI where it truly adds value. Done right, AI investments save time, reduce costs, and create seamless, impactful experiences for users and customers alike.
Ready to explore how generative AI can elevate your digital experience? Let’s talk. Reach out today and take the next step toward creating truly impactful customer journeys.