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Building your website with AI, or having it built: what works and what doesn't?
AI builders like Wix and Hostinger set up a site in minutes. What they do well, what they get wrong, what you must check yourself, and when to get help.
AI can now put together a complete website in a few minutes: pages, texts, images and a design. That is a good first draft. What AI cannot do: know what makes your business different, know what is true about your business, know your customers, fill in your legal information and check what it wrote. For that, you need a human: yourself, a web designer, or someone who builds the site with AI and has you approve everything. So it's not the AI that makes the difference, but who finishes the work afterwards.
A note first: Kintsu builds websites with AI itself. Below we compare all the options as fairly as we can.
What do AI website builders do?
This is how the best-known builders describe what they do (as of November 2026; these services change fast):
Wix. You describe your site in a chat with the AI, and you get a complete site with pages, copy and visuals. You then adjust it with the AI assistant or by moving blocks around.
Hostinger. One description, or a conversation with the AI, gives you a hosted site, with AI help for a logo, blog posts and getting found on Google.
Durable. "Get online in 30 seconds." You also get a blog with AI-written posts, images, a booking calendar, customer reviews and a customer database.
10Web. Builds a WordPress site. You can enter the address of your current site and the AI makes a new version. But 10Web says itself that this is "a rebuild, not a copy": pages, layout and URLs can change.
Framer. The AI creates pages, copy and visuals in your design. Framer adds that you still make the design decisions.
They usually cost from a few euros to a few dozen euros a month. They are all fast. But what you get is a site that looks finished, not a site that is finished.
What is AI good at?
A first draft in minutes. A structure, pages and a design to react to. Much easier than starting from a blank page.
Writing and rewriting. Turning your notes, your brochure or a voice message into a readable page. Shorter, clearer, in a different tone.
Translating. In seconds, a Dutch text becomes fluent French and English. Do have it checked (see below).
Ideas and variations. Headlines, a description for Google, a short description of your photos (for Google and for blind visitors), questions for your FAQ page.
What can't AI do?
Tell your story. AI doesn't know your business: why customers come to you, what you do better than the competitor down the road. Without what you tell it, you get sentences that would fit any website.
Know what is true. The AI behind these builders sometimes makes up things that sound plausible. OpenAI, the maker of ChatGPT, writes that such "hallucinations" persist, even in the best systems. The researchers asked a model for the birthday of one of them. They got three different dates, and none of them was right. Your opening hours, prices, qualifications and accreditations: without your data, AI guesses them.
Know your customers. The questions they ask on the phone, what makes them hesitate, the words they use. You know that.
Fill in your legal information. Enterprise number, VAT number, professional body, privacy notice: AI can draft a template, but the details and the choices are yours. Read what a Belgian website must legally show.
Check it and take responsibility. What is on your site is your promise to your customers. A text nobody checked can be wrong in a way you only discover when a customer brings it up. Also read what the EU AI Act asks for AI-written texts.
What are the pitfalls?
Reviews nobody wrote. If the AI fills a "what our customers say" block with realistic-looking quotes, delete them. Posting fake reviews to promote your business is always prohibited in Belgium (art. VI.100 of the Code of Economic Law).
A site that looks like every other site. The same structure, the same sentences, the same stock photos. Google looks at what a text is worth, not who wrote it, so generic copy won't help you. More in does Google penalise AI-written content?
Being locked into the platform. A Wix site cannot be moved to another hosting company; it only runs on Wix. And if you have an existing site rebuilt, your URLs may change. If you don't redirect the old URLs to the new ones, you lose visitors from Google.
Translations nobody checked. French that sounds like France, or a technical term translated wrongly, costs you trust with your French-speaking customers. It's best to have technical terms checked by someone in your field.
Nobody to keep the site up to date. Built in 30 seconds, yes, but who updates your opening hours next month, and who checks the new text?
Are you a healthcare provider? Take extra care
Medical promises. AI likes to write "we fix your back pain". A promise of results you cannot keep is misleading (art. VI.97 of the Code of Economic Law), and healthcare providers also face strict rules on advertising.
Titles you don't have. AI may credit you with a specialisation or accreditation. Delete anything that isn't true: in healthcare, titles and specialisations are strictly regulated.
Patient testimonials. Even genuine testimonials can clash with the advertising rules for healthcare providers and with your professional secrecy. Ask your professional association what is allowed before you show them.
No patient data in AI tools. Never paste a case from your practice with names or recognisable details into ChatGPT or another AI. It is health data, and your professional secrecy applies there too.
Build it yourself with AI, or have it built?
There are three ways.
Build it yourself with an AI builder. You type a description, and then you do the rest: fill in the facts, check everything, review the translations, adjust the design, add the legal information. It is fast, and usually the cheapest choice, but the work moves to you. That suits people who like building things themselves and have the time.
A web designer or agency. The classic route: someone designs and builds your site, with or without AI, and you usually pay once for the build and then for maintenance. According to Belgian price guides, a small-business site of 5 to 10 pages usually costs €1,500 to €3,500; a freelancer charges €1,500 to €4,000 according to DYsign. Maintenance costs €40 to €150 a month according to Digimi. The guides do not say whether these amounts include VAT. More in what a website costs in Belgium.
Someone builds it with AI, and you approve. Someone starts from your business: your current site, your brochures, a conversation. They use AI to write and translate faster, check the facts and the design, and present the result to you. Nothing goes live without your approval. It takes longer than 30 seconds, but you get a site where you know everything is right.
None of the three is wrong. The question is who does the work AI can't.
In short
Use AI for a first draft, for your texts and for translations.
Check every fact: opening hours, prices, address, titles and accreditations.
Delete anything that isn't true: reviews, figures, promises.
Fill in your legal information yourself.
If you're a healthcare provider: no medical promises, and no patient data in AI tools.
Check whether you can take your site with you later. Read who owns your website.
Have every language checked by someone who speaks it, and technical terms by someone in your field.
Kintsu works the third way: we build your site, AI writes and translates, and you approve everything before it goes live. How it works.
Sources
All sources accessed on 4 November 2026.
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