Right, let's talk about AI in web development. It's everywhere at the moment, isn't it? Every other day there's a new tool promising to build your entire website in five minutes. But here's the thing—I've been working with Swindon businesses for a while now, and I've seen what happens when you let AI do all the heavy lifting. Spoiler alert: it doesn't end well if you want your website to actually connect with real people.
Don't get me wrong, AI is brilliant. It's like having a really fast, slightly overenthusiastic intern who never sleeps. But just like you wouldn't let an intern run your entire business, you shouldn't let AI run your entire website. There's a balance to strike, and that's what I want to chat about today.
Where AI Actually Shines (And Where It Doesn't)
Code Generation: The Good Bits
AI is genuinely useful for the boring, repetitive stuff. You know, the bits that make you want to throw your keyboard out the window? Things like:
- Boilerplate code: Setting up the basic structure so you can focus on the interesting bits
- Performance tweaks: Spotting bottlenecks I might have missed (yes, even I miss things sometimes)
- Accessibility checks: Finding those missing alt tags or colour contrast issues
- Responsive layouts: Generating media queries that actually work across devices
This is where AI saves me time, which means I can spend more time on the stuff that actually matters—making sure your website tells your story properly and converts visitors into customers. If you're curious about how I use these tools to deliver better results faster, drop me a line and we can chat about your project.
Content: The Tricky Bit
Now, here's where it gets interesting. AI can polish your content, suggest better structure, and even help with SEO. But if you let it write everything from scratch, your website will sound like every other generic business site on the internet. And trust me, nobody wants that.
I've seen AI-generated content that's technically perfect but reads like it was written by a robot who's never actually spoken to a human. Your customers can spot it a mile off. They want to hear from you, not from ChatGPT's idea of what a business owner sounds like.
What works better? Use AI to refine what you've already written. Let it check your grammar, suggest improvements, and help with keyword placement. But keep your voice, your personality, and your actual experience. That's what makes people want to work with you.
What AI Can't Do (And Why That's Actually Good News)
Your Story Isn't Generic
Here's the thing about Swindon businesses—you've all got proper stories. You know the area, you understand your customers, and you've got that local knowledge that AI simply can't replicate. I mean, can you imagine AI trying to explain why the Magic Roundabout makes sense? Exactly.
When I work with local businesses, I make sure their actual story comes through. Not some generic "we're passionate about excellence" nonsense that could apply to any business anywhere. Your connection to Swindon, your understanding of the local market, your actual personality—that's what makes your website work.
Brand Voice That Doesn't Sound Like a Robot
AI-generated content has this weird habit of using phrases like "leverage synergies" and "deliver value propositions." Nobody talks like that. Well, maybe some corporate types do, but your customers definitely don't.
Your brand voice should sound like you. If you're friendly and approachable, your website should be too. If you're professional but not stuffy, that should come through. AI can't do that—it needs a human (that's me) to make sure your personality actually shows up on the page.
Strategy That Makes Sense
AI can give you data and suggestions, but it can't understand your business goals, your market position, or why your customers choose you over the competition. That takes actual thinking, experience, and—dare I say it—a bit of local knowledge.
I've worked with enough Swindon businesses to understand the local market. I know what works here, what doesn't, and how to position your website so it actually connects with the people you're trying to reach. If you're looking for someone who gets both the technical side and the local market, let's have a chat about your website.
How to Use AI Without Losing Your Soul
Think of It as a Really Fast Assistant
AI is brilliant at handling the repetitive tasks that would otherwise take ages. But you still need to review everything, refine it, and make sure it actually serves your business goals. I use AI to speed things up, but I never let it make the final decisions—that's my job, and it should be.
Keep Your Voice
If you're using AI for content, always go back and add your own experiences, local references, and personal touches. Mention that you're based in Swindon, talk about the local area, reference actual things your customers will recognise. AI can't do that—it doesn't know that the Brunel Shopping Centre is a thing, or why Swindonians have opinions about the Magic Roundabout.
Don't Forget the Humans
At the end of the day, your website is for humans. Real people with real needs, questions, and problems. Use AI to make the technical bits better, but make sure the human elements—clear communication, helpful content, genuine connection—are front and centre.
A Real Example: When AI Helps (And When It Doesn't)
I recently worked with a Swindon-based consultant who wanted to redesign their website. We used AI tools to:
- Optimise the code for faster loading (because nobody likes waiting)
- Suggest improvements to the site structure
- Find accessibility issues we might have missed
- Analyse how visitors were actually using the site
But here's what we didn't do: we didn't let AI write the content. The consultant wrote everything themselves, in their own voice, with their actual experience and local knowledge. I made sure the design decisions reflected their brand and connected with their Swindon customers.
The result? A website that loads fast, works brilliantly, and actually sounds like a real person wrote it. Imagine that. If you want to see how this approach could work for your business, get in touch and we can discuss your website.
Common Mistakes (And How to Avoid Them)
Letting AI Do Everything
This is the big one. If you let AI handle everything, your website will feel generic, impersonal, and—frankly—a bit robotic. Every element should reflect your brand and serve your actual customers, not some AI's idea of what a business website should look like.
Ignoring Local Context
For Swindon businesses, understanding the local market is crucial. AI doesn't know that your customers care about local references, community involvement, or understanding the area. I do, because I'm based here too. That local knowledge makes a real difference to how your website performs.
Rushing Because AI Is Fast
Yes, AI can speed things up. But that doesn't mean you should rush. Take time to review, refine, and make sure everything actually meets your standards. A fast website that doesn't work for your business is worse than a slightly slower one that actually converts.
Getting the Balance Right
AI is a powerful tool, but it's just that—a tool. It should complement your expertise and personality, not replace them. For Swindon businesses, the key is using AI to improve efficiency and performance while keeping the authentic voice and local connection that makes your business special.
As a web developer working with businesses across Swindon and Wiltshire, I help clients use AI tools effectively while making sure their websites reflect their unique brand, tell their actual story, and connect properly with their local customers. If you're looking to enhance your website with AI while keeping that crucial human touch, let's have a conversation about how we can work together.