Will AI replace web designers? Not so fast…

Written by Kristin Kudeva

Introduction

With AI technology like ChatGPT, Wix ADI, and other tools evolving fast, it’s no wonder business owners are starting to wonder: “Do I still need to pay web designers when AI can build me a website in 30 seconds?”

We get it. Budgets are tight, and AI seems like a quick win.

But before you cancel your designer’s contract and hand the keys over to the robots, it’s worth zooming out to consider the bigger picture and the hidden costs of skipping human expertise.

At Scoot, we work at the intersection of design, strategy, and tech. We leverage AI to support our process, but never at the expense of brand clarity, user experience, or long-term performance. Because if there’s one thing we’ve seen time and again, it’s this: great websites aren’t generated. They’re designed with purpose in mind.

So, let’s explore what’s really happening in the world of Artificial Intelligence and web design, and five things that tend to happen when businesses try to replace human designers with AI too soon.

What's really changing in web design?

AI tools are genuinely impressive. Many are powered by machine learning, which allows them to recognise patterns, generate suggestions, and improve with every use. And with the rise of Generative AI, they’re not just assisting with web design – they’re creating things from scratch.

These tools can:

Generate visually appealing layout ideas in seconds
Suggest colour palettes, fonts, and other design elements
Write placeholder copy
Speed up web development tasks like code scaffolding
Automate repetitive tasks
Even generate entire websites from a few prompts

In other words, they’re fantastic at getting you from ‘nothing’ to ‘something’, but not to a professional, brand-ready final design.

But the question isn’t whether AI can build a website. It’s whether that website will work for your brand, your audience, and your goals. And that’s where many businesses run into the same problem…

5 things that happen when you replace human designers with AI (too soon)

1. You end up having to do more work yourself

Many AI website builders promise a one-click experience. But in reality, they still need guidance, and oftentimes a lot of it.

You still need to:

Input brand and content direction
Refine layouts and user behavior flow
Decide what goes on each page
Check accessibility, performance, and SEO basics

What ends up happening is AI gives you a rough starting point, but someone still needs to guide the project through a proper design process to ensure it reflects your brand and achieves your goals.

And if that someone isn’t your web designer, it’s probably… you.

If you’re already busy running your business, that “free” website quickly becomes a time drain.

2. The site looks fine, but feels soulless

AI offers impressive speed and automation when it comes to design. But even with all these AI capabilities, it still lacks the deep understanding of your customers, your story, and what makes your offer unique.

The result?

Generic layouts that look like templates
Copy that sounds like generic AI-generated content, full of vague buzzwords
Visuals that don’t match your brand personality or audience

In short, it may look decent at first glance, but without the human touch, it won’t stand out or resonate.

At Scoot, we craft websites that feel like a natural extension of your business: built for your audience, with your voice, and driven by your strategy.

3. It misses the bigger strategic picture

Web design isn’t just about how things look, but also about how things work. A great web designer thinks through:

Conversion pathways
Navigation structure
Trust signals and user intent
Device-specific experiences
SEO best practices

AI doesn’t know whether your homepage should highlight services, lead with social proof, or go straight for a call-to-action. It also can’t apply emotional intelligence to interpret subtle customer motivations or tailor messaging that builds trust and emotional connection.

So if you’re relying on AI alone, chances are your site won’t be built for growth.

At Scoot, we don’t separate web design from business performance. Our web developers, designers and marketing specialists work together from the start to ensure your site is both easy on the eye and structured for visibility, speed and long-term growth.

We go deeper into how this works in our guide on what SEO really means in web design and development, including why search performance starts with how your site is built.

4. You hit limitations fast

Most AI tools are built on templates. That means:

Limited customisation options
Clunky design controls
Frustration when you try to do something “a bit different”

Want to integrate a booking system? Personalise pages by audience segment? Add in advanced animations or microinteractions?

Suddenly, you’ll find yourself needing human help again, and paying more than if you’d worked with a professional from the start.

Many of the “cheap” AI sites cost you more in the long run when you hit a wall with flexibility, performance, or maintenance.

5. You risk damaging your brand experience

Your website is often the first impression people have of your business. If it looks off-brand, loads slowly, or feels confusing, that impression sticks.

We’ve seen AI-generated sites with:

Inaccessible design (low contrast, unreadable fonts)
Unclear messaging
Images that don’t match the product or audience
Broken forms or irrelevant CTAs
Missing SEO basics like metadata, structured content, or mobile optimisation

Customers can tell when a website was slapped together. And in industries where credibility matters, that perception can cost you.

So… should you ignore AI?

Not at all.

We believe AI is here to stay, and it’s already helping agencies like ours streamline workflows and deliver even better results for our clients. The key is to embrace AI without blindly relying on it.

Here’s what we’re doing at Scoot:

Using AI to generate layout ideas and wireframe variants, so we can test faster
Creating faster prototyping flows with AI-assisted code and design templates
Reviewing new tools regularly to stay ahead of the curve
Integrating automation where it adds value, without compromising human creativity and expertise

The difference is, we don’t treat AI as a shortcut, but as a smart tool that supports our process and elevates the end result.

That’s how we continue to build websites that look great, work seamlessly, and deliver effective web experiences that drive real results for your business, both now and in the future.