AI algorithms can deliver personalised content and recommendations to website visitors based on their browsing history, preferences and demographic information. By analyzing user data in real-time, AI can dynamically adjust website content, product recommendations and promotional offers to match individual interest and needs. AI-powered tools can automate the process of A/B testing by continuously experimenting with different website layouts, designs and content variations to identify the most effective combinations. NLP algorithms can analyse website content to ensure it is optimized for search enginges and user engagement.