Bespoke viewing experiences are developing at a fast pace and repackaging the delivery of content for users is the next frontier.

Responsively designed websites that re-purpose themselves based on the device being used to view them are fast becoming standard practice. The ability to change the content served in adverts and newsfeeds by identifying the audience or user has been around for years. The next stage is combining both content and interface responsiveness to achieve truly bespoke experiences.   

The most apparent existing example of this comes from Google, which uses location, behaviour, browsing history and device identification to adapt its design as well as content served. When a user performs a search, Google takes these factors into account to determine which elements of its menu it will show, the arrangement of information, and what actual content to display in order to better suit the individual. Benefits of this contextual responsiveness include increased relevancy, emotive connection and reduced steps to conversion.

Currently, to do something on the scale of Google takes significant resources, but this technology will become more accessible. Notably, last year a web build start-up named The Grid raised $4.6m. Their concept? An AI web builder able to intelligently produce a design based on the content you submit for display – a true indication that the era of the fully responsive website will soon be upon us.

This technology might still feel a long way off the mainstream, but it is important that companies direct their focus onto being as responsive as possible in all digital delivery today, to provide the most relevant experience for their audience.