What AI site builders can and cannot do

A note first: I am the founder of Entrobase, which means I build a product that creates websites with AI. At the same time, at PNZ Medya I work with clients whose sites we build with a team. I wrote this as someone who sees both sides; keep that in mind as you read.

What AI genuinely does well

Most of a website looks similar across businesses: home page, services, about, contact, a mobile-friendly layout, fast-loading pages. AI can build that repeating part in minutes and do it consistently.

• Proposing a page structure and section order based on the business you describe.
• Producing a mobile-friendly first design with clean typography.
• Drafting copy from the information you provide.
• Generating images or editing existing ones.
• Handling technical work like publishing, SSL and basic SEO settings in the background.
• Making changes through conversation: 'shorten this section', 'make the colour darker'.

What it still leaves to people

What makes your business different

AI builds an average site for your sector very well. But it does not know why a customer picks you over a competitor. If you do not write that sentence, the site will look fine but say nothing to anyone.

Real content

A photo of your team, your real prices, your references, your opening hours. AI can put plausible-looking things in their place, and that is the real danger. Before going live, a person needs to check that every piece of information on the site is correct.

Legal texts and compliance

Privacy notices, cookie policies and distance sales terms can be generated from templates, but a lawyer should review them against how your business actually processes data.

Complex integrations

If you have accounting software, a stock system or a custom quote calculation flow, someone first needs to describe that flow clearly before AI can build it correctly. When a workflow is not described, AI guesses too.

The brief to prepare before you start

Whatever tool you use, the information you give it shapes the result the most. You can use the prompt below in any AI assistant to turn scattered information into a site brief. When you hand that brief to a site builder, the first draft is much closer to what you need.

I want to prepare a brief before building a website for a business. Ask me the questions below in order, one question at a time, and wait for my answer each time:

1. The business name, sector and the area it serves.
2. Why customers choose you over competitors (at most three reasons).
3. The site's single main goal: calls, forms, bookings, sales or information.
4. The services or products offered, with one sentence for each.
5. The real content we already have: photos, references, prices, certificates.
6. Two example sites we like and why.

When the questions are done, write my answers as one brief under these headings: Goal, Audience, Our difference, Page structure, Missing content. Do not invent anything that is not in my answers; if something is missing, write 'missing'.

A technical check: structured data

Structured data is an important signal that helps search engines and AI assistants describe your business correctly. Whatever tool you use, check the page source after launch for a block like this and make sure the details are right.

{
  "@context": "https://schema.org",
  "@type": "LocalBusiness",
  "name": "Your business name",
  "url": "https://example.com",
  "telephone": "+90 ...",
  "address": {
    "@type": "PostalAddress",
    "addressLocality": "Istanbul",
    "addressCountry": "TR"
  },
  "openingHours": "Mo-Fr 09:00-18:00"
}

Questions to ask when choosing a tool

1. Can I download the code whenever I want?
2. In whose name will the domain be registered?
3. Is what I see in the preview the same as what goes live?
4. Do needs like a mobile app, blog, SEO and ads require separate tools?
5. Can I get help from a person when I get stuck?

If you want to try building a website and mobile app with AI, take a look at Entrobase; if you would rather hand the work to a team, talk to PNZ Medya.