Why most AI-designed websites look the same
Why AI-built websites often feel identical, and what’s missing between fast generation and real differentiation. A practical look at how structure, positioning, and intent still define effective UX.
The illusion of choice in AI website builders
AI website builders promise speed, flexibility, and originality. In reality, most outputs feel interchangeable. Same layouts. Same spacing. Same hero sections. Different logo, same website.
This happens because AI tools don’t design from intent, they design from probability. They pull from the most common patterns across thousands of existing sites and recombine them into something “safe.”
Safe scales. Original doesn’t.
Pattern bias beats brand thinking
AI tools optimise for what works on average, not what works for your brand. That means:
Familiar hero layouts with headline, sub-headline, and CTA.
Predictable section ordering and grid systems.
Overused typography pairings and colour logic.
Generic messaging that avoids risk or specificity.
The result is a website that looks fine, but says nothing.
