How does AI enhance digital experiences?

Artificial Intelligence (AI) enhances digital experiences by helping businesses create, manage and deliver more relevant and efficient interactions across digital channels. It supports key areas such as AI-assisted content creation, customer support, AI/ML data analysis, personalization that uses artificial intelligence instead of manually optimize the user journey, as well as tools to improve security and theat detection.

Modern content management systems (CMS) and digital experience platforms (DXP), like Sitefinity, now include generative AI (GenAI) integrations with large language models (LLMs) such as OpenAI. These AI-powered features help content teams streamline workflows, automate repetitive tasks, gain insights and personalize the customer journey. AI also improves content discovery through smart search and conversational assistants using techniques like retrieval-augmented generation (RAG).

For users and customers, AI makes it easier to find accurate, up-to-date information, get personalized recommendations or resolve issues quickly—all of which improve the overall digital experience.