In Conversation: AI in Web Development Insights from Filip Bech-Larsen, CTO, Umbraco

AI’s role in web development continues to gain traction, fundamentally altering how digital experiences are designed, developed, and managed. As industries embrace the flexibility of AI-powered tools, developers find themselves at the crossroads of innovation and ethics, tasked with navigating the impact of these technologies.

We had the privilege of speaking with Filip Bech-Larsen, the CTO at Umbraco and a Google Developer Expert (GDE) in Web Technologies since 2016. Filip’s expertise in both the technical and practical aspects of AI in web development offers valuable insights into the current trends, challenges, and future opportunities that AI presents in this space. 

How do you envision AI impacting the role of web developers over the next few years? 

Larsen: AI will significantly shift the role of web developers by automating repetitive tasks and improving the speed and quality of development. Developers will be able to focus on higher-value activities, such as strategic design and creative problem-solving, while AI handles the more mundane aspects like testing, bug fixes, and content recommendations. As AI evolves, developers will need to adapt to working alongside these systems, using them to enhance their productivity and efficiency. 

Can you share a recent project where AI tools played a key role in improving the development process? 

Larsen: In a recent project, we integrated AI-driven content validation and recommendation tools into the Umbraco CMS platform. This significantly improved the speed at which content was created and published. The AI was able to analyze large volumes of content data and suggest relevant content links and keywords, helping content creators make smarter decisions faster. One of the biggest challenges was integrating these tools seamlessly without disrupting existing workflows, but the benefits in efficiency were immense. 

What do you believe are the most significant advantages of using AI in web development, both from a technical and business perspective? 

Larsen: From a technical perspective, AI improves automation, streamlines repetitive tasks, and enhances performance by offering more accurate predictions and optimizations. From a business standpoint, AI enables personalization at scale, which can drive higher engagement and conversion rates. AI tools like AI-powered search and content suggestions allow businesses to provide more relevant experiences, ultimately improving customer satisfaction and ROI. 

From your experience, what’s the biggest barrier to adopting AI in web development for teams or organizations? 

Larsen: The biggest barrier is often cultural and organizational reluctance. Many teams hesitate to adopt AI because of misconceptions about its complexity and cost. There’s also fear surrounding the replacement of human jobs. However, when AI is seen as a tool that enhances human work rather than replacing it, organizations become more open to integrating it. One way we’ve overcome this challenge is by educating teams about the long-term benefits AI can bring to their workflows, making adoption less intimidating. 

As AI continues to evolve, how do you think it will impact the future of user experience (UX) design? 

Larsen: AI’s most significant impact on UX design will be in its ability to create adaptive and personalized user interfaces. AI can track user behaviors and predict what they need next, offering customized experiences in real-time. This can lead to a more intuitive, engaging interface that evolves based on individual user preferences. For example, with AI-driven personalization, users could experience content that feels tailored to their tastes and needs, which enhances engagement and satisfaction. 

Ethics is a hot topic in AI. How do you approach the ethical considerations of implementing AI in web development? 

Larsen: Ethics is at the forefront of AI implementation. It’s essential to ensure that AI algorithms are transparent, fair, and free from biases. When building AI tools for web development, I always prioritize transparency, ensuring that users understand how their data is being used and that their privacy is respected. Moreover, any AI tools integrated into websites or platforms must enhance the user experience without exploiting or manipulating users. 

What emerging AI technologies or frameworks are you most excited about in the context of web development? 

Larsen: I’m particularly excited about the advancements in natural language processing (NLP) and large language models (LLMs), which are revolutionizing content search and personalization. With NLP, websites can understand user intent far better than before, which is leading to smarter search functionalities and more relevant content recommendations. Additionally, AI tools that integrate with platforms like Umbraco are offering developers more flexibility to create composable, highly functional web experiences that are tailored to specific business needs. 

In your opinion, what are the most common misconceptions people have about integrating AI into web development? 

Larsen: One of the biggest misconceptions is that AI requires massive amounts of data to be effective. While data is important, modern AI tools can be trained on smaller datasets and still provide valuable insights. Another misconception is that AI can handle everything autonomously. While AI can automate many tasks, human oversight is still critical to ensure AI systems are working correctly and ethically. 

How do you view the balance between AI automation and human creativity in the web development process? 

Larsen: AI should be seen as a complement to human creativity, not a replacement. Automation can take care of repetitive tasks like sorting through data or generating content suggestions, but the creative and strategic aspects of web development—like UX design, brand voice, and user engagement—still require human input. The key is finding the right balance where AI enhances creativity without stifling it. 

AI is already transforming the way we build websites, manage content, and create personalized experiences. However, as with any disruptive technology, it’s essential to approach it with care and responsibility. By embracing AI thoughtfully, we can unlock its full potential, not just for developers but for end-users as well, creating smarter, more engaging web experiences. 

Moreover, over the past year, we’ve seen four distinct technology trends shaping the web content management landscape: Generative AI, personalization, orchestration, and AI-powered search. These “lighthouses” are driving significant changes in how digital agencies and enterprises approach content delivery. AI is at the heart of these innovations, especially in personalization, where it allows businesses to deliver tailored experiences at scale—something previously unattainable without considerable investment. With time-to-value and cost considerations becoming ever more important, platforms that combine AI and composable capabilities will help organizations stay agile and competitive in an increasingly digital world. 

As marketing budgets remain constrained, the ability to automate processes, increase efficiency, and reduce time-to-market for digital experiences will continue to be key. Platforms like Umbraco that integrate AI tools are enabling businesses to meet these demands, allowing them to provide enhanced user experiences while minimizing operational complexity. 

AI-powered search, in particular, is improving the accuracy and relevance of content recommendations, enabling users to find what they need faster. Whether it’s structured search or granular product search, AI is making digital content management smarter and more effective.

Explore more of the AI in the industry series.