The Role of AI in Modern Web Development

AI has changed how websites get built rather than what makes them good. The tooling is genuinely useful; the temptation to let it make decisions it should not make is the part worth being careful about.

Where it genuinely helps

The honest wins are unglamorous. Writing the repetitive parts of a build. Explaining an unfamiliar codebase. Producing a first draft of test cases. Catching the mistake you have read past four times. Converting a design token set into code without transcription errors.

None of that is visible to a client. All of it means more of the budget goes into the parts they can see.

Where it does not

Generated code is confident regardless of whether it is correct, and it is trained on the average of what exists. Ask for a solution to a subtle problem and you will often get something plausible that fails in a way you only discover in production.

The same applies to design and copy. If a page could have been produced for any business in your sector, it is not doing the job of distinguishing yours.

Personalisation, used properly

Adapting what a returning visitor sees, ordering content by demonstrated interest, adjusting a call to action based on how someone arrived — these are real and increasingly ordinary. They only work when there is substance underneath. Personalising thin content just rearranges the thinness.

Our position

We use these tools daily, and we review everything they produce before it reaches a client site. The accountability does not transfer. If something ships broken, “the tool wrote it” is not an explanation anyone should accept — least of all from the studio you hired.