Choosing the right website builder can make or break your creative vision. Even if you decide to use a website builder, how do you choose the right one? A Forbes Advisor article points out that well-reviewed platforms like Wix offer hundreds of design templates, and these choices “can be good if you’re looking for a specific look”.
But designers and marketers might question if relying on AI hinders originality and personal expression.
Understanding the features and workarounds can help you maintain originality.
How AI Website Builders Work
AI website builders use algorithms to automatically generate layouts, select colour schemes, and even write text. They analyse user preferences, industry trends, and design principles to produce websites quickly. Wix, for instance, offers a platform, which builds a fully functional site in minutes after asking a few questions.
While this automation saves time, it can also standardise websites. Many AI-generated sites share similar layouts and colour schemes, which may impact brand uniqueness. The question is not whether AI can build websites, but whether it allows for creative freedom. There are significant benefits of a free AI website builder.
Benefits of using AI builders
- Speed: Launch websites in hours, not weeks.
- Ease of use: No coding or design experience needed.
- Accessibility: Small businesses can afford professional-looking sites.
- Inspiration: Pre-built templates can spark ideas.
Possible drawbacks
- Template limitations: AI often relies on pre-defined structures.
- Reduced flexibility: Custom features may require manual coding.
- Visual similarity: The site might look like others.
Misconceptions about AI and creativity
Many people assume AI inherently stifles creativity. But it can be a creative partner. AI handles repetitive tasks, leaving humans more time to focus on design choices, branding, and content that require originality.
AI tools can generate visually appealing prototypes almost instantly; designers can then experiment with multiple variations before finalising their concept. This allows for rapid iteration, encouraging creativity without the usual constraints of fully manual design processes.
A 2025 study found that AI could support divergent thinking activities, like research and ideation. 19 professional UI/UX designers were interviewed and the participants highlighted AI’s potential for collaboration and enhancing efficiency, which can “liberate creativity”.
By handling time-consuming tasks and providing intelligent suggestions, AI allows designers to focus on what they do best: creating innovative and emotionally resonant designs.
AI as a tool, rather than a replacement
AI website builders may be best viewed as assistants rather than substitutes. Think of AI as a sketchpad: it produces a draft, but the designer or site owner refines the details, injects personality, and differentiates their brand.
Ways AI builders can enhance creativity
Even though AI generates templates, it can boost creativity when used wisely. Consider these strategies:
- Customisation beyond templates: Alter fonts, colour palettes, and layout modules to reflect your brand.
- Content experimentation: Use AI to generate copy options, then tweak for tone and style.
- Quick prototyping: Test multiple designs quickly.
- Inspiration from AI suggestions: Use AI prompts to spark new ideas.
|
Feature |
Creative impact |
Suggested approach |
|
AI templates |
Medium |
Customise heavily |
|
Automated content |
Medium |
Edit for brand voice |
|
Design suggestions |
High |
Use as inspiration |
|
Analytics feedback |
High |
Optimise creatively |
Balancing AI assistance with human creativity
Think of AI as a co-pilot rather than the driver. AI can generate ideas, layouts, or content frameworks – and then the human makes the choices. This allows the results to be both efficient and creative.
Here's how you can maintain a good balance:
- Iterative design: Use AI to create multiple versions of a page or layout, then combine or modify elements to craft something original.
- Human-centred storytelling: While AI can suggest text or visuals, the brand’s narrative and tone should remain mostly human.
- Experimental features: Test AI-generated ideas in small campaigns or prototype websites before fully committing.
How AI compares with traditional design agencies
Choosing between an AI website builder and a traditional design agency won’t necessarily be straightforward. Both options come with strengths, and the right choice depends on your goals, budget, and timeline.
Cost is often the most noticeable difference. AI builders offer affordable monthly subscriptions, and sometimes free entry-level plans. This makes them appealing to freelancers, startups, and small businesses that haven’t got the budget for a big upfront investment.
Traditional agencies, meanwhile, might charge thousands for a custom-built site, plus ongoing fees for updates and maintenance. That investment might result in a more tailored solution.
Then there’s turnaround time, which is where AI excels. A fully functional site can be generated in mere minutes. By contrast, working with an agency might take months. There could be discovery sessions, feedback rounds, and multiple revisions. For businesses in a hurry, AI builders are hard to match.
Agencies will bring more of a human touch. They have expertise not only in design but in storytelling and branding. This is why AI builders are best paired with human instinct and taste.
Opinions from the design world
AJ Oberlender, a web designer, highlighted one of AI’s biggest advantages – speed, saying, “These tools can pump out a basic site structure faster than I can finish my morning coffee.”
Oberlender also noted that AI is useful for content generation that sounds like it was written by a human.
AI also knows the fundamentals of web design, with good layouts, spacing, and mobile compatibility.
Forbes’s Nina Hoffman, staff writer, notes that AI powered website builders let you customise an AI-generated website. You can build a site based on your requirements – you’re not stuck with a template.
Summary
AI website builders offer speed and efficiency. Professionals might find that AI works best as a collaborative tool. By combining AI-generated frameworks with human input, designers and business owners can create original, personal, and engaging websites.
FAQs
Can AI builders replace human designers?
It depends on the size of the business and how much customisation you’ll want to do. AI can handle routine design and layout, but nuanced creativity (like brand storytelling, unique graphics, and experiential design) might need human input.
Do AI sites all look the same?
No. Some do, especially if the user relies solely on default templates. Customising elements helps make a distinctive site.
Will AI builders improve my website’s SEO?
Many AI builders include SEO guidance, like meta tags, alt text, and keyword suggestions. Human input would be needed for advanced strategies, content optimization, and keeping up with search engine updates.
Can AI builders adapt to my brand identity?
Yes, AI can reflect your brand to some degree by using your logos, colour schemes, and content style. Fine-tuning your site manually makes sure the personality, tone, and storytelling fully match your brand.
