In this episode of the Banking on Digital Growth Podcast, Derik sits down with Kelly Hellickson of EmpowerFi to explore the future of AI-native websites, the agentic web, and why traditional content management systems may not be the best way to build digital experiences moving forward.
During the conversation, Derik demonstrates a real-world prototype where AI designs, builds, and deploys a fully functional credit union website, including creating an entirely new youth checking page live during the episode.
The implications for financial institutions are massive: faster development, lower costs, better user experiences, and a future where AI becomes the content management system itself.
⏱️ Timestamps
00:00 Introduction and the future of AI-built websites
01:12 Meet Kelly Hellickson and EmpowerFi
03:00 Building modern MarTech stacks for financial institutions
06:00 Why many financial institutions still restrict AI tools
09:28 The conversation that sparked this episode
10:53 Could AI replace traditional CMS platforms?
12:13 Derik's AI workflow and being a top 1% ChatGPT user
16:21 Building AI-powered tools and website experiences
18:00 The concept of an AI-native website
22:25 Why AI can finally build complete websites
24:20 Live demo: an AI-generated credit union website prototype
25:25 How 140 A/B tests influence website design decisions
30:13 Introducing Claude Design and AI-first website creation
33:07 Using A/B testing data to guide AI-generated pages
35:15 How conversion optimization and A/B testing work
41:00 Training AI with proven website performance data
43:00 AI generates a youth checking page in real time
45:04 Why AI-generated design rationale is a game changer
47:04 Updating website experiences on demand with AI
49:31 When could AI-native websites become mainstream?
50:27 The vision for a fully agentic website platform
52:23 Claude Design → Claude Code workflow explained
54:09 How AI could make websites 10x faster and cheaper
56:01 Viewing the completed AI-generated page
57:44 Deploying the page live with Vercel
59:13 From AI design to a live website in minutes
01:00:00 Final thoughts on the future of AI-native websites
If you're interested in AI, digital marketing, website strategy, or the future of financial institution websites, this episode offers a firsthand look at what's possible today and where things are headed next.
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