As we all know, organisations aim to provide resources, guidance, and transparency for people who might be looking for anything from specific facts to a broader understanding of services.

Artificial Intelligence (AI) tools like Google’s Notebook LM can transform the user experience by helping users locate answers quickly. Yet, these tools work best in tandem with well-structured information architectures that allow people to explore topics in-depth when they’re unsure of what they need.

1. AI for Quick Answers: When people know what they need

AI tools such as Google’s Notebook LM are well-suited to help users locate specific answers on charity websites. For example:

• Health Charities: A visitor to a cancer charity’s site may have a direct question, such as “What are the symptoms of pancreatic cancer?” With an AI tool, they can type their question and get an immediate answer without combing through lengthy resources or reports.

• Activism: An advocacy site for environmental justice may get frequent requests like, “What’s the latest data on deforestation rates in the Amazon?” An AI tool could pull the latest figures from the site’s content or external sources if integrated, allowing users to bypass information hubs to reach facts fast.

• International Development: A development-focused charity might have data on water scarcity in various regions. Rather than navigating through the regional reports or annual summaries, AI tools can pull direct stats or case summaries to give users immediate insights.

For users who come in with clear, pointed questions, these AI tools streamline the search process, providing quick, specific information.

These use cases are very similar to when people use internal search on these information rich websites. The biggest opportunity is to combine these functions together, using AI to help people find what they’re looking for quickly.

2. The Value of Browsing: When users are exploring

There are situations where users may not have a specific question in mind but want to learn about the charity’s work in a broader context.

Effective information architecture on charity websites—organised menus, well-labelled navigation, and clear categorisation—supports exploration in these scenarios.

Examples:

• Health Charities: For users wanting to understand mental health services in a general sense, browsing through a website’s various pages—case studies, success stories, advice hubs—can build an understanding far better than a direct answer could.

• Activism: Activism websites often benefit from categorising information into action-oriented sections, such as “How to Get Involved,” “Campaigns,” and “Reports.” Someone browsing an environmental charity’s website might not have a set question but is interested in how to contribute. Navigating through these sections gives them a holistic view of the charity’s mission and current opportunities.

• International Development: For development-focused charities, users might want a broader picture of a long-standing project’s impact rather than a single statistic. By browsing different regions, project types, and case studies, users can gain insight into the organisation’s approach and achievements. A well-organised navigation with a “Projects by Region” or “Stories of Change” section can serve users better than an AI-generated summary in this context.

3. Combining AI with Information Architecture Emerging Best Practices

For charities looking to integrate AI tools with robust information architecture, here are some best practices:

• Offer AI-Powered Search with Broader Categories: AI tools can work alongside traditional search, with AI assisting users looking for direct answers while menu-based navigation allows for deeper exploration.

• Allow for AI Recommendations Based on Browsing Patterns: AI can suggest relevant resources based on the pages a user has viewed. For example, if a visitor has browsed information on child health within a development charity’s site, the AI could recommend reports or articles related to maternal health or nutrition, providing helpful cross-links for continued browsing.

• Design for Both “Findability” and “Discoverability”: Striking a balance in design helps charities meet the needs of both user groups—those with specific questions and those exploring. Use AI to enhance “findability” for direct queries while designing a navigation system that encourages “discoverability” for users open to learning more broadly.

Conclusion

AI tools like Google’s Notebook LM are powerful assets for charity websites with a lot of information, especially when users have direct questions and need quick answers.

However, the browsing experience remains invaluable for users seeking broader knowledge, understanding, or inspiration. By combining AI-driven search tools with thoughtful, accessible information architecture, charities can better support all types of users—those seeking facts and those wanting to explore ideas, projects, and impact stories.

This combination empowers users to engage meaningfully with charity websites, whether they come in with a question or just a curiosity to learn more.

[We used ChatGPT to explore some of the themes in this article and to support the writing of the content]