The most successful websites provide a rich and memorable experience for visitors as they browse to explore content and find the information they are searching for. The ability to create a user-friendly experience on a website results in increased user engagement and longer retention of the visitor on the site.

Artificial intelligence (AI) now plays a crucial role in website design to enhance the user experience. AI enables website designers to deliver a more personalised experience for visitors to a site by taking into account factors such as users preferences, their behaviour while on the site, and their location, ultimately making it easier for them to find the right content.

An example of the use of AI and personalisation in website design can be found on the recently launched reimagined website for The Greater Miami Convention & Visitors Bureau (GMCVB). The enhanced website, highlighting Miami and Miami Beach — areas which are home to and popular holiday and shopping destinations for Jamaicans — now features the latest in AI and personalisation to provide an innovative and immersive experience.

Visitors actively planning a trip to Miami and Miami Beach will now have lightning-fast site searches aided by AI designed to learn from user behaviour to deliver the most relevant content. The website allows for dynamic content personalisation based on user’s behaviour. Newly implemented keyword tags allow users to explore the site based on their topics of interest, helping travellers achieve a more personalised experience.

New persona-based site content targets personas such as the Explorer, Family Traveler, Indulgent Traveler, and the Meeting Planner. The shift from “there is something for everyone” to “there is something for you” is designed to resonate in a deeper way and inspire travel.

David Whitaker, president and CEO of the Greater Miami Convention & Visitors Bureau (GMCVB), said: “The new website will better facilitate user engagement for our visitors, providing them with dynamic resources that uncover the best of the destination.”

Visitors to MiamiandMiamiBeach.com will find resources such as integrated Localhood Google Stories, TripAdvisor visitor reviews, OpenTable restaurant bookings, and Threshold 360 virtual tours — all which create a seamless travel planning experience.