It is easy to bolt a chatbot onto a site and call it AI. It is harder to find the places where automation removes real friction for visitors or for the team running the site.
What works
- Lead routing and enrichment: qualify and route form fills before a human sees them.
- Content operations: draft metadata, alt text and summaries inside the CMS for editors to approve.
- Personalised paths: surface the right case study or resource based on industry and intent.
What usually doesn't
Generic chat widgets with no access to your product knowledge, auto-generated blog posts nobody edits, and dashboards that produce insight without an owner. Automation is a multiplier - it needs something worth multiplying.
