AI websites and coding: Fast doesn’t mean strategic
AI tools like Relume, and the current wave of “vibe coding” generators (using AI prompts to code websites on the fly), promise something magical: type a prompt, wait a few seconds, and out comes a website. Slick layouts, trendy colours, passable copy — all ready in minutes.
I’ve tried Relume myself — more as a way to explore sitemapping and wireframing than to launch a live site. And to be fair, it’s impressive. You can go from blank screen to structured framework very quickly. As a starting point, it’s useful.
But that’s all it is: a starting point. What looks like a finished website is really just scaffolding (think of those Hollywood facades propped up with balsa wood). And Relume, like any AI, still gets things wrong. Sections appear in odd places. Layouts don’t always make sense. You often have to hand-engineer parts — moving or removing blocks just to get the flow right.
The copy it generates needs careful analysis too; what reads well at first glance can turn out vague, repetitive, or simply off-message.
The danger is the same as with page builders or templates:
- Illusion of completeness — the site looks “done,” but the strategy hasn’t even started.
- Surface over substance — layouts may look on-trend, but they’re rarely distinctive.
- Strategy gap — defining your proposition, understanding your audience, mapping their frustrations, building SEO into the bones — none of this comes from an AI prompt.
“AI can generate a website in minutes — but it can’t generate your brand.”
Like page builders, AI websites aren’t the enemy. They have their place — especially for sketching structures or jump-starting ideas. But it’s vital to understand their limitations. They’re scaffolding, not the finished building.
The heavy lifting still belongs to humans: strategy, brand, and the customer journey. Without them, the site’s just a façade propped up by flimsy supports.
5 things AI website tools won’t do for you.
1. Define your proposition
It can suggest sections, but it won’t decide what your brand stands for.
2. Understand your audience
It can’t map your customers’ needs, frustrations, or emotional triggers.
3. Shape the customer journey
AI builds pages, not pathways; it won’t guide visitors from first glance to final click.
4. Build in SEO strategy
keywords and metadata aren’t just decoration; they need planning and intent.
5. Make it distinctive
AI copies patterns it’s seen before, but it won’t make you stand out in your market.
Pictured: Relume wireframes. ©Relume
