Dynamic Generation of Website Content Based on User Segmentation Using Artificial Intelligence
Dynamic Generation of Website Content Based on User Segmentation Using Artificial Intelligence

Author(s): Nenad Kojić, Mladen Petrović, Natalija Vugdelija
Subject(s): Social Sciences
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Dynamic website; User segmentation; Artificial intelligence; Web 4.0; Kohonen neural network
Summary/Abstract: The aim of this work is the segmentation of website users on the basis of artificial intelligence with the aim of dynamically modifying the content of the website for users, in accordance with the objectives of Web 4.0, and in this way enabling quick and optimal display of content following their needs. User classification will be based on click events on categories/subcategories and articles. Based on that information, using Kononen’s neural network, the user will be classified into one of the n categories to which the neural network was initially trained. Based on the detected type of the user’s classification, the content of the site is dynamically changed to the user, and the categories and products for which the majority of users of that type of classification have expressed greater interest are initially displayed and offered. The goal is to adapt the content of the site to the needs of the user and in this way the user can easily and quickly find the desired product.

• Details
• Contents