We’re all familiar with the buttons at the end of articles, in website banners, or alongside product descriptions that say: “Learn more,” “Get Started,” and “Contact Sales.” They're designed to nudge visitors towards the next step, whether that’s making a purchase, signing up, or accessing more information.
These calls-to-action (CTAs) have been useful in guiding users through fixed and linear experiences, but they have also become predictable. They’re usually placed in the same spot, designed with a one-size-fits-all approach, and use generic language that rarely reflects the user’s context. They worked for a period of time when websites could only guesswhat someone might want next.
Replace the guesswork with AI search and agents
Today, AI helps digital platforms understand much more about each visitor, including their interests, behavior, history with the brand, and where they are in the decision-making process. In particular, AI search and digital assistants (also known as “agents”) have set a new standard for online interactions, supporting real-time conversations that adapt to each visitor.
Instead of making users do the work to understand and relate to the brand, your business can now adapt its voice and content to relate to each visitor, driving more conversions.
Let’s look at a couple of examples from the auto industry, where individuals are at different stages and pursuing different goals.
One prospect might be early on in their search for a new car. They’re curious about electric vehicles and comparing options.
Another visitor already owns a gas model and is just trying to keep up with routine service.
Each interaction moves the person toward the next best step for them, whether that’s booking a test drive or scheduling a service. The goal isn’t always the same, but the assistant can still guide them in context.
A contextually timed action
A major reason why AI agents lead to higher conversions is the way they leverage CTAs. In these conversations that can adapt in real-time, the CTA no longer has to be a static, one-size-fits-all button. In fact, it would likely feel a bit abrupt and out of place there. Now, they can be generated based on the context of what the user has done in the past or what they are interested in doing next.
This unlocks a few key advantages:
- Relevance: instead of the predictable placements and vague next steps, like “Learn More” the CTA can reflect each user’s current goal.
- Timing: CTAs can be delivered in the flow of conversation, intelligently detecting when the user is ready and most likely to act on the next step.
- Specificity: CTAs in this AI experience don’t just point users somewhere else, they communicate what they’ll get once they are there to encourage that action.
Taking it one step further
At ai12z, we extend the capabilities of CTAs beyond personalized next steps by enabling users to complete actions directly within the assistant. Instead of clicking “Make a reservation” and being sent to a new page to fill out a form, the CTA can pull the relevant form right into the search or chat interface.
This capability is powered by integrations to third-party systems, like a business’ CRM, inventory management system, reservations tool, and more.
For example, a visitor on a resort’s website might ask about available activities. Normally, they’d need to browse pages, find the right activity, click a button, fill out a booking form, and hit submit. With an AI concierge agent, they can ask about options in the conversational interface, select one, and confirm—all within the same flow. The AI agent pulls the data, completes the booking, and sends it to the reservation system. No extra steps.
So, while the CTAs in our blogs and website banners aren’t going anywhere, they no longer have to be the only tool working to convert visitors.
With AI assistants, you can offer smarter, more flexible CTAs that show up at the right moment, in the right context. Instead of relying on a single button to speak to everyone, you can guide people based on what they’re actually looking for and help them take action right then and there.
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