Artificial Intelligence for Website Interface Optimization: A Review of User Behavior Analytics and Ethical Challenges
Pritish Hotwani · Zenodo (CERN European Organization for Nuclear Research) · 2026
This paper explores the potential of Artificial Intelligence (AI) to optimize website interfaces using user behavior data. The study examines how AI technologies analyze user interactions, including click patterns, heatmaps, session recordings, and engagement metrics, to improve website usability, personalization, and overall user experience. The paper also discusses the benefits of AI-driven website optimization, ethical considerations related to privacy and data collection, and future developments in adaptive web interfaces. Through a review of existing research and industry practices, the study highlights the growing role of AI in creating more efficient and user-centered digital experiences.