Tech
An Introduction To BGP Traffic Shaping
Border Gateway Protocol (BGP) is the protocol of the Internet. It is the main external gateway protocol used to connect separate networks to one another. This article provides an easy to understand introduction to BGP and how it is used to shape traffic. It describes how BGP is used to ensure that the Internet is able to function correctly and how data is usually sent to the correct destination. It also details a number of ways in which networks can choose which path their data should take.
The Problem BGP Solves
When sending data over a network, all the devices need to know where to send that data. Routers and switches have multiple ports. To know which port to send a specific data packet out of, they need to have some kind of routing table. There are different protocols which can be used by switches and routers to determine where to send a specific packet. Routers figure all this out by communicating with each other using different routing protocols. BGP is one such routing protocol; others include OSPF and EIGRP.
What makes BGP stand out from other routing protocols is that it is used for external communications. It is how different networks communicate with one another. Sending data to a different network is more difficult than sending data inside your own network. There are a number of potential problems when communicating with other networks that don’t exist when communicating within your own network.
These problems include:
- Learning which networks know how to get to a certain IP address or destination.
- Learning which network is the best/fastest place to send data for a particular destination. This is important in avoiding loops.
- Making sure that networks do not claim to know how to get to a destination that they don’t actually know how to get to.
- Balancing network traffic so that one particular connection does not get overwhelmed.
- Send traffic to your cheapest uplink.
There are other considerations when designing and maintaining a network which communicates with the Internet, but these are some of the key problems to look out for. BGP does a good job of addressing each of these.
In essence, BGP solves the problem of how to effectively communicate data between separate networks. These networks might have different internal routing protocols, they might be managed in completely incompatible ways. However, BGP provides a mutual language that all networks can understand and use to communicate with one another. BGP is a powerful tool for choosing which paths data takes to reach its destination.
External v. Internal Traffic
A single network is operated and maintained by a single entity. There is a set of procedures, policies, best practices and protocols which are used by this single entity. The network is run in a particular way.
Another network might be run in a totally different way. The Department of Defense is likely to have very different concerns than Facebook. These different concerns are going to show up in how each network is designed and operated. But Facebook and The DoD will still want to be able to communicate and pass traffic to one another. Because of this dilemma, there are two types of network protocols. Internal and external gateway protocols.
As you may have guessed from the names, one set of protocols is used internally, within a network, while the other is used externally to communicate with outside networks. The DoD may have a custom, highly encrypted, very secure internal network that might not be compatible with the internal network of Facebook. To communicate with one another they use an external protocol, such as BGP.
An external protocol is setup on a network’s edge routers. An edge router is a router that is at the edge of a network. It is a router that acts as a border between the internal network and outside networks. This edge router is likely running two (or more) different protocols. That network’s internet gateway protocol (such as OSPF), and the external gateway protocol (BGP).
All routers have a routing table which is used to determine where to send data. A routing table can be made up of different routes learned from different routing protocols. So an edge routing running BGP and OSPF will have a single routing table which will have routes learned from both protocols.
This routing table is then used to figure out where to send packets. This combination of routes learned through OSPF and through BGP allows the router to efficiently communicate between the external network and the internal network.
Often a network will also run iBGP, which is an internal version of BGP, along with OSPF or another internal gateway protocol.
BGP Sessions
A BGP session is a connection between two networks using the BGP protocol. A BGP session requires at least two IP addresses within the same network block (ie. a /30). Each side of every BGP session will have a unique IP address.
Networks can connect using IPv4 or IPv6 BGP. An IPv4 session will use a set of IPv4 addresses for the session and will be used to transfer IPv4 routes. IPv6 BGP uses an IPv6 pair of addresses and will be used to exchange IPv6 routes.
Two networks can have multiple BGP sessions with each other at different locations or even at the same location using the same equipment. A router can be setup to have both IPv4 and IPv6 BGP sessions, and/or multiple IPv4 and IPv6 sessions.
Each network must also have an Autonomous System Number (ASN) identifying the network.
Announcing BGP Routes
BGP is used by routers to learn routes (destinations). A route is an IP block such as 10.10.10.0/24 (this example is not a public IP). Specifically, BGP is used as a way to communicate routes from one network to another network.
A network announces which routes it knows how to reach. If Facebook knows how to reach 10.10.10.0/24, it can announce this block to all the other networks it connects to through BGP. Announcing a network means you are claiming that you have a route to that IP block. The IP block might not be within your own network. You might have learned how to reach that IP block from another network. So an announced route does not have to come from within a network. The destination can be within another network that Facebook is connected to.
For example, say Facebook peers with (peering is another work for connecting to) Amazon, and also peers with the Department of Defense. Lets say Amazon owns IP block 10.10.0.0/24 and announces this to Facebook using BGP. Facebook can then announce this block to the Department of Defense. Even though the block is not within Facebook’s network, Facebook knows how to reach this block. The DoD can then send packets destined for the 10.10.0.0/24 route to Facebook, who sends it on to Amazon.
One important thing to know is that a network chooses what routes to announce to other networks. Even if Amazon is announcing that block to Facebook, Facebook does not have to announce the block on to The DoD. If Facebook chooses not to announce that block to The DoD, then The DoD will have to find a different path to reach that IP block.
BGP allows networks to choose what they announce, to whom and at which peering locations. Facebook and Amazon might have two different peering locations, one in San Francisco and one is New York. Amazon can choose to announce 10.10.0.0/24 to Facebook only in San Francisco. That means that Facebook will only be able to send data to that IP block through their San Francisco peering location, and not in New York.
As you are starting to see BGP is great at allowing networks to shape how traffic to their network travels. The fact that networks can decide what to announce to whom and where is a key difference between peering and IP transit.
Accepting BGP Routes
Not only can networks choose what they announce, they can also choose what to accept. For a route to be propagated, it not only needs to be announced, but also accepted. If Amazon is announcing 10.10.0.0/24 to Facebook, Facebook must still accept that route. If Facebook chooses not to accept that route, then it is as if Amazon were not announcing the route. Choosing to not accept a route means that Facebook’s routers do not learn that route from that particular BGP session.
Most larger networks filter what they accept or the amount of routes that they will accept. This is done to prevent route leaking or hijacking. A route leak happens when someone misconfigures an edge router and attempts to announce IP blocks that do not belong to their network. A few years ago there was a route leak which cause all traffic meant for Youtube to be sent to Pakistan. This route was accepted by a major network and propagated throughout the Internet. This lead to Youtube being inaccessible for large sections of the Internet, as all destination traffic was sent to Pakistan rather than to Youtube’s servers.
Route hijacking is similar to a route leak, only it is done on purpose. A route hijacking is usually done by spammers or other malicious actors. They claim to have permission to announce an IP block that they do not actually have permission to announce. If their announcement is accepted, they can then use these IP addresses as an origin point for their spam emails.
Because of these potential issues, BGP allows networks to filter what they accept. Some ISPs will create explicit filters where they ask a customer for all the routes the customer plans to announce. If a customer attempts to announce a route that is not within their ISPs filter, the ISP will not accept that route.
Networks can also create prefix limits, limiting the amount of routes announced to them. If another network attempts to announce too many routes, the BGP session is turned off. This can prevent networks from leaking more routes than they actually mean to announce.
So, BGP also allows networks to control which announcements they will accept. Again, this is great for shaping and managing traffic.
BGP Path Selection
Often a router will have multiple paths to a destination. When this happens BGP has a few metrics to decide which is the best path to reach a destination. Adjusting this selection criteria allows a network to shape which paths traffic primarily goes through.
Lets look at a made up example.
Lets say Amazon owns the block 10.10.0.0/22. Lets also say that Amazon buys Internet from Level 3 and from Centurylink. It has a BGP session with both networks. Amazon can announce 10.10.0.0/22 to both Level 3 and Centurylink.
Lets say Facebook wants to send data to 10.10.0.4. Where will Facebook send that traffic? To Level 3 or to Centurylink? It depends.
One of the main things BGP looks at when selecting the best route is the number of networks that the path goes through before reaching the destination. So If Facebook connects directly to Level 3, then the data goes from Facebook –> Level 3 –> Amazon. If Facebook does not have a direct relationship with Centurylink, the path will be longer: Facebook –> Some networks –> Centurylink –> Amazon. If this is the case, and all else is equal, then the data will always be sent through Level 3.
AS Prepending
But what is all else is equal and Facebook has a direct connection to both Level 3 and Centurylink? Then the paths are equal distant:
Facebook –> Level 3 –> Amazon
Facebook –> Centurylink –> Amazon
In this case other metrics will be used. But, lets say that for Amazon, Level 3 is cheaper than Centurylink. Amazon can influence the path the data takes by using something called AS prepending. This is a way to add extra distance in the network path. AS prepending can make the paths look like this:
Facebook –> Level 3 –> Amazon
Facebook –> Centurylink –> Amazon –> Amazon –> Amazon
Now it looks like the path through Centurylink is extra long because it looks like there are two ‘fake’ Amazon networks that the data has to go through the reach the final destination Amazon. All else being equal, Facebook will now send all the data through Level 3, because it looks like the shortest path. AS prepending is a popular way for destination networks to manage where traffic is sent.
Local Preference
But the sending network also has a way to shape this traffic.
Lets say the above is all true, but Facebook is also paying Level 3 and Centurylink for Internet. And let’s say that Facebook gets cheaper Internet from Centurylink. So Even though Amazon wants traffic to be sent through Level 3, Facebook will want traffic to go through Centurylink.
Facebook can use something called local preference to decide where to send their outgoing data. Local preference is a BGP metric that decides which path is preferred. If Facebook sets a higher local preference number for Centurylink, then the traffic will go through Centurylink rather than Level 3.
A local preference trumps an AS path, so even if Amazon attempts to make the AS path look longer by using AS prepending, the traffic will still go through Centurylink. A local preference beats an AS path length.
Most Specific Route
In the end, the originating network (in this case Amazon) is always able to shape traffic how they want. This is because a more specific route will always win. This means that a smaller IP block is going to be preferred to a large IP block. This beats all other BGP criteria.
What this means is that a /24 is always going to beat a /23.
So what Amazon can do is take 10.10.0.0/22 and announce it in two ways to their two upstreams. Since Amazon wants to avoid sending traffic through Centurylink, they can announce 10.10.0.0/22 to Centurylink. This announcement is accepted as normal and passed on the the Internet, include being passed on to Facebook.
Amazon can then split 10.10.0.0/22 into 10.10.0.0/23 and 10.10.0.2/23, and announce those two more specific routes to Level 3. Level 3 then passes those routes along to the rest of the Internet as two /23s, which are more specific than a /22. All traffic destined for any IP within 10.10.0.0/22 will now go through Level 3.
Facebook can choose to not accept the routes from Level 3, but that is generally bad practice. If the Centurylink connection were to go down, then Facebook would not be able to reach 10.10.0.0/22 because they have chosen to not accept that route from that connection.
BGP For Redundancy
As you see from the above, there are different ways in which BGP allows networks to shape their traffic. There is a balance between what the announcing network and the accepting network can do in shaping traffic.
You may be wondering why Amazon would have a link with Centurylink at all, if they want all of their data to go through Level 3. The most common reason is to have redundancy. Network outages happen all the time. fiber gets cut, hardware fails, someone messes up a configuration. A company like Amazon cannot afford to have even a moment of downtime. If their connection with Level 3 were to have a problem, they want to be able to switch traffic over to Centurylink immediately. BGP allows this to happen.
BGP allows networks to have multiple connections to the Internet. The networks can prefer one of these connections, but ll the connections are there are ready to be used if there are ever any problems with the preferred connection.
Introduction to Managed IT Services
In today’s tech-savvy business environment, the importance of a robust and responsive IT infrastructure cannot be overstated. Managed IT services have become a strategic solution for businesses that aim to capitalize on technology without the heavy burden of expansive in-house resources. These services encompass a range of IT-related solutions, including maintenance, monitoring, and strategic planning. Providers like Nucleus deliver such services, helping companies manage their IT operations smoothly and allowing them to focus on core business functions and innovation.
Managed IT services offer businesses of all sizes access to cutting-edge technologies and expert support. This partnership allows businesses to streamline operations, enhance security, and improve efficiency—all critical factors in a rapidly shifting market landscape.
Scalability and Growth
One of the most compelling features of managed IT services is the ability to scale as the business evolves. This scalability ensures that as a company expands, its IT services can seamlessly grow to meet increased demands. According to Forbes, businesses utilizing these services can swiftly adapt to shifts in the market, taking advantage of new opportunities without the need for substantial upfront investment in hardware or personnel. This means organizations can refocus resources on strategic growth initiatives rather than being bogged down by IT constraints.
The flexible nature of managed IT services allows businesses to scale operations up or down as necessary, providing the agility needed to stay competitive and responsive to customer demands.
24/7 Support System
The digital age demands immediacy, and businesses cannot afford the luxury of downtime. Managed IT services come equipped with a 24/7 support system, ensuring that any technical hiccup is addressed promptly. This continuous monitoring reduces risk and enhances operational reliability, trust, and client and customer satisfaction. Having a team of IT experts available around the clock means that potential issues are often detected and resolved before they can affect the business.
By relying on consistent support, businesses can minimize disruptions and enable their teams to focus on driving the company forward rather than dealing with IT headaches.
Strategic Advantage
Managed IT services can provide a significant strategic advantage by offering businesses access to the latest technologies without the need to maintain their exhaustive IT departments. As highlighted by CIO, companies can forge a path of innovation and strategic growth by leveraging managed services. This collaboration allows for informed technology investment and improved operational processes—two critical factors in achieving an edge in the marketplace.
Access to expert consultation and cutting-edge IT solutions enables businesses to make smarter, more strategic decisions, fostering an environment of innovation and progress.
Cost Efficiency
Financial stability is a key concern for any business and managed IT services offer a cost-effective alternative to traditional IT management. By adopting a subscription-based service model, companies can avoid significant capital expenditures. Instead, they have predictable monthly costs that make budgeting more straightforward. This approach helps businesses control expenses while benefiting from high-quality IT infrastructure and support.
The ability to distribute IT costs over time allows companies to allocate resources more strategically into areas that drive growth and success rather than being burdened by unexpected IT-related expenses.
Future-Proofing Your Business
In an era of constantly evolving technology, future-proofing your business is a strategic imperative. Managed IT services are crucial in ensuring that businesses remain resilient and adaptable to technological changes. Providers are tasked with staying ahead of the latest trends and integrating relevant advancements into their clients’ IT frameworks. This proactive approach helps businesses maintain current performance and prepare for unforeseen developments.
Ensuring that a company’s IT infrastructure is adaptable and forward-thinking is essential in safeguarding it against future challenges and capitalizing on upcoming opportunities.
Wrapping Up
The multifaceted benefits of managed IT services are clear. By enabling scalability, offering continuous support, providing strategic insights, and improving cost efficiency, these services empower businesses to thrive in a dynamic digital landscape. As the business environment grows more complex, those investing in managed IT solutions will be better equipped to rise to the challenges and opportunities ahead, ensuring sustained success and competitive advantage.
Introduction to Fleet Software
Fleet management software has become an indispensable tool for organizations with vehicle fleets, helping streamline operations, reduce costs, and ensure compliance with industry standards. It provides a centralized platform to manage various activities, including vehicle tracking, maintenance, and driver management. As fleet operations grow in complexity, selecting the right software with essential features becomes critical for optimal performance. This evolution in software capability supports the dynamic needs of modern fleets, enhancing their ability to adapt quickly to market changes. Consequently, businesses that leverage advanced fleet software can enjoy a significant competitive advantage and be more responsive to customer demands.
GPS Tracking and Real-Time Location Monitoring
One of the fundamental features of fleet software is GPS tracking, which offers real-time location monitoring of all vehicles. This feature allows fleet managers to track vehicles anytime, optimize routes, and respond swiftly to disruptions. By integrating GPS tracking, companies can reduce fuel costs, improve delivery times, and enhance customer satisfaction through accurate ETA predictions. Moreover, real-time location data facilitates better decision-making in logistics planning and emergency response scenarios. This capability ensures higher service and operational transparency, crucial for client relationships and trust. In addition, GPS tracking can be an invaluable tool for locating assets that have been lost or stolen.
Driver Management and Reporting
Effective driver management goes beyond basic tracking. Modern fleet software should provide detailed driver profiles, including license information, training certifications, and driving records. Additionally, it should support performance monitoring through custom reports on driver behavior such as speeding, harsh braking, and idling. This data enables targeted training initiatives, promoting safer driving practices and reducing the risk of accidents. Fleets can boost overall productivity and morale among drivers by focusing on individual performance improvements. Such a comprehensive driver management approach fosters a safety and accountability culture. Furthermore, these programs can help retain valuable employees by showing commitment to their ongoing career development.
Maintenance Scheduling and Alerts
Regular maintenance is crucial for ensuring vehicle longevity and reducing downtime. Fleet software must include features for scheduling preventive maintenance and sending alerts for due services. By automating maintenance schedules, fleets can avoid unexpected breakdowns and extend vehicle lifespans. Alerts can also be configured for compliance checks like vehicle inspections and license renewals, keeping the fleet in line with regulations. This proactive maintenance approach helps minimize costly repairs and enhances the overall reliability of the fleet. It also aids in resource planning by keeping maintenance activities structured and predictable. Effective maintenance scheduling contributes to the long-term depreciation management of fleet assets.
Data Analytics and Reporting Tools
Data analytics plays a pivotal role in enhancing fleet performance. Comprehensive reporting tools analyze vast amounts of data related to fuel consumption, route efficiency, vehicle utilization, and more. These insights assist fleet managers in making informed decisions, such as optimizing vehicle allocation or identifying cost-saving opportunities. Visual dashboards and customized reporting further facilitate effective monitoring and decision-making. With predictive analytics, fleet managers can foresee trends and challenges before they impact operations. This anticipatory capability is key to maintaining a responsive and resilient fleet management strategy. Adopting data-driven approaches consistently benefits operational scaling by safeguarding against inefficiencies.
Integration and Compatibility
Fleet software must seamlessly integrate with other systems, such as ERP and CRM, for unified fleet management. Compatibility ensures that data flows smoothly across platforms, eliminating data silos and enhancing operational efficiency. Moreover, API integrations enable fleet managers to prioritize updates and access third-party services that complement their fleet management strategy. This interconnectedness allows a holistic approach to managing fleet operations within the broader business ecosystem. It also promotes scalability, allowing fleets to expand their technological capabilities as their needs evolve. Ensuring software keeps up with technological advancements aids in maintaining relevance in a competitive market.
Security Features
Data security is paramount when dealing with sensitive fleet information. Essential security features include data encryption, secure user authentication, and regular security updates to protect against cyber threats. Compliance with data protection regulations and ensuring fleet operations adhere to industry standards like GDPR or CCPA are also crucial. This is particularly important for fleets handling third-party data or operating in regions with stringent privacy laws. Fleet software with robust security measures protects sensitive data and builds trust with clients and partners. In addition, it mitigates the potential for costly legal liabilities related to data breaches. Furthermore, implementing user access controls can help manage data sharing within the organization effectively.
User-Friendliness and Support
Fleet software should be intuitive and easy for all organizational user levels. A user-friendly interface ensures swift onboarding of new users and minimizes disruptions during transitions. Additionally, firm customer support services, including training sessions, user manuals, and live assistance, are vital to resolve queries and maintain operational continuity efficiently. Software providers that offer ongoing updates and responsive support further enhance the user experience, fostering greater user adoption. By making the software approachable and supported, fleets can leverage all available features effectively. This promotes a culture of continuous improvement and innovation within fleet operations, greatly benefiting productivity and morale.
Conclusion: Future of Fleet Software
As fleet management demands continue to evolve, so does the technology that supports it. The future of fleet software will likely include AI and machine learning advancements, offering predictive capabilities that proactively manage fleet operations. By integrating IoT devices, fleets could achieve even greater efficiencies and improved safety outcomes. This continuous innovation will allow fleets to stay competitive and adaptive, meeting new operational challenges with cutting-edge solutions. Selecting fleet software with these essential features ensures organizations remain responsive to industry advancements and maintain a competitive edge in the marketplace. Moreover, it enables managers to drive continuous operational improvements while meeting sustainability targets and reducing environmental impact.
Artificial Intelligence (AI) is disrupting industries faster than a caffeine-fueled startup founder at a pitch meeting. It’s already writing news articles, diagnosing diseases, and creating artwork so good that some human artists are sweating bullets. But here’s the million-dollar question: will AI replace human web designers?
As someone who has spent years watching web design trends evolve, I can tell you it’s complicated. AI is changing how websites are designed, built, and optimized, but it’s not quite ready to take over the creative world yet. Web Design Columbia, one of the most innovative agencies offering web design in Columbia, South Carolina, has seen these shifts firsthand. Having worked in this space for almost two decades, they’ve been at the forefront of every significant web development evolution—from table-based HTML layouts (yes, that was a thing) to today’s AI-driven design tools.
So, what’s really happening in the world of AI-powered web design? Are these new tools revolutionary or just glorified templates on steroids? And most importantly, should businesses in Columbia trust an algorithm with their online presence? Let’s dig in.
AI in Web Design: A Boon or Just a Clever Shortcut?
AI has been creeping into web design for years, but the past three to five years have seen an explosion of AI-powered website builders. Tools like Wix’s ADI (Artificial Design Intelligence), Shopify’s new AI-driven editor, and even Adobe’s Firefly promise to make web design easier, faster, and smarter. The idea is simple: feed the AI some details about your business, and will spit out a fully designed website. Sounds impressive, right?
Well, in theory, yes. But in practice, it’s a bit like asking an AI to write a novel—it might get the grammar right, but it won’t capture the nuance, emotion, or storytelling finesse that a human writer brings. The same applies to AI-generated websites. They can put together a layout, pick a color scheme, and even suggest images, but they lack the deeper understanding of branding, user experience, and business strategy that agencies like Web Design Columbia bring.
Take a look at AI-driven website builders in action. They excel at rapid prototyping and can generate dozens of design variations in minutes. But when creating a truly custom experience, businesses still turn to experienced designers. This is especially true in web design in Columbia, where companies are looking for websites that stand out, not just cookie-cutter templates that look like a thousand others.
The Technology Behind AI-Driven Web Design
To understand how AI fits into web design, we need to know how it works. At the core of AI-based design are machine learning algorithms trained on thousands (or millions) of websites. These algorithms analyze design patterns, user behavior, and conversion data to make recommendations.
Take Figma’s AI-powered design assistant, for example. It can suggest layout improvements based on heat maps of user interaction, making it a game-changer for UX designers. On the other hand, Adobe Firefly uses generative AI to create assets, making it easier for designers to generate unique images without searching stock photo sites for hours.
But the real powerhouse is OpenAI’s DALL·E, which can generate high-quality design elements with just a few prompts. Some companies are experimenting with using this tech to automate website design entirely. Even Google is getting into the game with AI-driven enhancements in Material You, offering personalized UI recommendations based on user preferences.
Despite all this, no AI tool today can fully replace the expertise of an experienced web designer. Web Design Columbia has tested various AI-based tools but found that while they speed up some tasks, they still require a human touch to ensure branding, SEO optimization, and a seamless user experience.
The Downsides: What AI Still Can’t Do in Web Design
Let’s talk about the elephant in the room—AI still has major limitations when it comes to web design in Columbia and beyond. While AI-driven web builders are fantastic for rapid prototyping, they struggle with custom solutions.
One big issue is branding. AI can pick colors that complement each other based on design theory, but it won’t understand why a company’s visual identity matters beyond aesthetics. Web Design Columbia has worked with clients who initially tried AI-built websites, only to realize that their sites looked generic and failed to communicate their brand’s personality.
Then there’s the problem of user experience. AI tends to follow general design principles but doesn’t constantly adapt to unique user needs. For instance, e-commerce sites need more than just a pretty design—they require seamless checkout flows, optimized product displays, and strategic calls to action. AI often doesn’t understand the psychology behind these elements.
And let’s not forget SEO. AI-generated websites often contain bloated code, poor internal linking structures, and generic meta descriptions. Google’s algorithms are getting smarter, but they can still tell when a website lacks genuine, high-quality content. Web Design Columbia has spent years perfecting SEO strategies for its clients, ensuring their websites rank well and attract the right customers. AI, for all its advances, still isn’t great at that.
AI and the Future of Web Design in Columbia, SC
Now, let’s talk about the future. AI isn’t going anywhere, and its role in web design in Columbia will only grow. AI already assists with A/B testing, generates real-time content recommendations, and even creates voice-activated interfaces.
But will AI replace human designers? Not anytime soon. Instead, the future will likely involve a hybrid approach: AI will handle repetitive tasks while experienced designers focus on strategy, branding, and creativity. This is precisely how Web Design Columbia approaches AI: a tool for enhancing productivity, not replacing human expertise.
For example, AI can quickly generate wireframes, but it’s the designer’s job to refine them into something meaningful. AI can also suggest layouts based on heatmaps, but it’s up to an experienced developer to implement them in a way that makes sense for the business.
The good news? AI will continue to make high-quality web design more accessible and affordable. Businesses in Columbia won’t have to spend a fortune to get a well-designed site, but they’ll still need experts to fine-tune it. And that’s where Web Design Columbia’s nearly two decades of experience come into play.
AI vs. Human Creativity: The Battle for the Soul of Web Design
There’s a reason AI-generated art has sparked so much debate among artists. While AI can mimic styles and create stunning visuals, it still lacks true creativity. The same applies to web design. AI can analyze what works well on existing sites and use those patterns, but it doesn’t have an original thought process. It won’t sit down with a business owner, ask deep questions about their vision, and craft a design that tells a story.
This is where Web Design Columbia stands apart. After nearly two decades in the industry, they understand that web design in Columbia is more than just arranging pixels on a screen. It’s about crafting an online identity that represents a brand’s values, engages its audience, and—most importantly—converts visitors into customers.
A great example is the growing trend of interactive storytelling in web design. Brands like Apple, Airbnb, and Nike have moved beyond static pages, incorporating dynamic scrolling, engaging animations, and user-driven interactions that pull visitors into an experience. AI can’t design something like that independently because it lacks human intuition. Web Design Columbia, on the other hand, has mastered this craft, integrating immersive web experiences that actually resonate with users.
Big Brands Experimenting with AI in Web Design—And the Backlash
Despite AI’s limitations, some of the biggest companies in the world are investing in AI-driven design tools. Shopify, for example, recently introduced its Sidekick AI, which helps store owners automate tasks and even suggest design changes based on performance analytics.
Google, meanwhile, is constantly fine-tuning its AI-powered UX optimization tools, using real user behavior data to recommend layout adjustments. Even WordPress, which powers nearly half of the internet, has integrated AI features like automated content suggestions and AI-assisted theme generation.
However, not all experiments have been smooth. Microsoft’s Copilot AI was meant to help developers code more efficiently, but some users have found it introduces security vulnerabilities by suggesting outdated or even incorrect code. Similarly, AI-generated content has flooded the web, leading to Google’s March 2024 core update, which cracked down on AI spam sites.
The biggest lesson here is that AI is a powerful tool, but when left unchecked, it can lead to bad design choices, security risks, and SEO disasters. That’s why businesses still need experienced web designers who know when to trust AI and when to override its decisions.
The Rise of AI in E-Commerce Design: Good or Bad?
E-commerce businesses in Columbia are especially interested in AI-driven web design because it can optimize product displays and automate customer interactions. AI-powered tools can generate product descriptions, suggest layouts based on best-selling items, and even create personalized shopping experiences.
Amazon, for example, constantly tweaks its product pages using AI-driven A/B testing to improve conversion rates. Shopify is rolling out AI-powered chatbots that guide users through purchases. But despite these advancements, AI-designed e-commerce sites still struggle with one key factor: brand uniqueness.
Web Design Columbia has worked with clients who initially used AI-powered Shopify themes only to realize their store looked identical to hundreds of others. The reality is that AI works best when it assists human designers, not when it replaces them. A truly unique online store needs customized branding, strategic UX decisions, and the expertise of experienced developers.
The Human-AI Collaboration: The Future of Web Design in Columbia
If you ask me whether AI will replace web designers, my answer is simple: no, but designers who use AI will replace those who don’t.
The future isn’t about AI taking over web design—it’s about AI augmenting human designers. Web Design Columbia is already leveraging AI-powered tools to streamline workflows. Still, its real strength lies in its human expertise, which ensures every website is optimized for branding, SEO, user experience, and long-term success.
AI can generate a generic homepage, but Web Design Columbia can refine it into an engaging, high-converting platform. AI can suggest SEO keywords, but experienced designers know how to implement them without compromising design. AI can create layout suggestions, but a skilled developer must turn those ideas into a fully functional, responsive, and high-performance site.
Businesses in Columbia that embrace AI without neglecting the human touch will have the best of both worlds—a website that is innovative, functional, and deeply connected to its audience.
So, Should You Let AI Build Your Next Website?
AI website builders might do the trick if you’re a small business owner who just needs a basic site. But suppose you want something that truly represents your brand, drives conversions, and stands out in a competitive market. In that case, you’ll need real expertise—the kind of expertise that Web Design Columbia has spent nearly 20 years perfecting.
As we enter the age of AI, the question isn’t whether AI will replace human designers—it’s whether businesses will recognize the difference between AI-generated mediocrity and professionally crafted digital experiences. If you’re looking for a custom, high-performance website, contact Web Design Columbia and see the difference that real expertise makes.
AI might be the future, but human creativity still wins every time when it comes to web design in Columbia.
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