What Do AI Site Builders Mean for Freelancers?

Being a freelance web designer often means dealing with disruption. Sometimes, it’s a client who needs a new feature built ASAP. But it can also come from a shakeup in the technology we use.

Artificial intelligence (AI) has undoubtedly been a disruptive force. It has upended our workflows and made some of us wary of its presence. Are these apps here to help us or replace us?

Perhaps AI site builders are the most cringe-inducing tools of them all. They claim to take the guesswork out of website creation. You don’t need to know code or how to pick a font pairing. Provide a few details, and you have a functioning website.

Several companies have released AI-based site generators; WordPress.com is among the latest. Our own Matt Medeiros took it for a spin. He “chatted” with a friendly bot that wanted to know more about his website needs. Within minutes, he had a website powered by WordPress.

These tools aren’t producing top agency-level websites just yet. Maybe they’re a novelty for the time being. But they’ll improve. With that comes the worry of their impact on freelancers. Will our potential clients choose a bot over a seasoned expert?

Let’s explore what AI site builders could mean for the future of freelancing. Do they signal the end of an era? Or are they just another tool for the DIY crowd?

Who Are AI Site Builders For?

Before we get bent out of shape, it’s important to consider the target market for AI site builders. That will tell us if they’re an immediate threat to freelancers.

These tools are currently aimed at the DIY user. They aren’t much different from the other quickie builders we’ve seen. They’re the next iteration of GoDaddy’s Website Tonight or the Wix drag-and-drop experience. Not coincidentally, both companies have introduced AI to their budget site toolkits.

The sites they produce aren’t meant to compete with a custom build. AI is there to add convenience to the menu. For example, the WordPress.com builder will generate text and images for you.

They’re simple websites for those who don’t want to break the bank with custom graphics or high-end functionality. A marketing strategy or expert SEO services might be overkill for this market.

Does that sound familiar? It’s like the technology is here to remix the same old song.

There isn’t much revenue potential for freelancers in the short term. Like other site builders, the potential lies in clients who need a more robust website. That realization could take a while to come to fruition, though.

The Technology Will Improve – To a Point

The site builders we see today will evolve. Just think of how far AI has come in the past two years. The technology continues to boost its speed and capabilities. We’ll see similar improvements in everything that relies on it.

But it’s fair to wonder how far this will take a site builder. The user experience may become more polished. Their design capabilities may level up. A better understanding of user context could mean better generative content.

Yet an automated tool can only do so much, right? There must be a line when a professional is needed, like when a user doesn’t know what features they need to achieve their goals, or the project becomes too big to do themselves.

This is where we come back to the level of clientele these tools serve. It’s hard to imagine them climbing the ladder to institutional or enterprise users. They’re not likely to build complete solutions.

There may come a time when large organizations use a builder to generate a wireframe of their site. From there, they can build features and customize the look. Freelancers might do the same.

AI becomes a starting point in that scenario, not the sole engine behind the project. Humans will still need to be involved.

For Freelancers, It’s All About Positioning

Perhaps the current class of AI site builders won’t steal potential clients. Maybe they’re not intended for projects we consider to be worthwhile. That doesn’t mean we should rest on our laurels.

Companies selling AI as a solution have big advertising budgets. They can position their services as a cure-all for anyone who needs a website. Squarespace, Wix, and others routinely use this playbook.

Those tools have a place in the market. However, freelancers and agencies must position themselves as the better alternative. We should emphasize our expertise and attention to detail, and communicate that AI is a helpful tool, not a magic wand.

Our other advantage is in customer service. We develop one-on-one relationships with clients and learn about their organization. We offer sound advice based on experience, not algorithms.

As professionals, we guide clients through their entire online journey. We’re there for the first build and the maintenance that comes after. We also help them adapt to an ever-changing landscape. That’s the type of value a bot can’t match – and probably never will.