User-centered AI assistance on the website
Reykjavik.is features two solutions based on artificial intelligence that aim to streamline users' access to services and information. The web assistant (AI chat) has been live on the Reykjavík City website since December 2024, and in early August 2025, an AI summary feature was added to the general search on reykjavik.is.
The project
The project focused on updating the Reykjavík City website to align with the City's Service Policy and adding artificial intelligence features to help residents find the information they need. Last year, the Reykjavík City website had around three-and-a-half million visits, making it one of the most visited sites in Iceland. The project was developed through extensive consultation with numerous stakeholders. From the start, there was a strong emphasis on ensuring the AI enhancements followed design principles of simplicity, universal design, and accessible information.
Main goals
- It helps people find information on their own.
- It provides service information for both Reykjavík residents and visitors.
- It finds answers quickly and reliably.
Screenshots
Accomplishments
In 2025, conversations with the web assistant reached nearly 9,000.
After an AI summary feature was added to search, the number of users clicking on search results dropped by 17.5%, as they received their answer directly on screen and didn't need to search further.
User testing
In November and December, user testing was conducted on the city's website AI solutions, guided by the principle of adhering to the Service Policy for efficient and user-centered services. This also meant adhering to the core principles of accessible services: processes that are completed in a few simple steps, offer the option of human assistance, and are designed based on service user needs and adapt to changing needs.
Overall, participants had a positive attitude toward artificial intelligence, though they remained aware of the need to apply critical thinking and use common sense. Notably, users place great trust in the information that appears on the Reykjavík City website; regardless of what technology is used, they assume the information on the city's website is accurate.
Key results
- Meets user needs
- Simple, fast and reliable information.
- No need to reinvent the wheel
- Evidently, users have been "taught" to expect certain behaviors from AI search, so it is best to align with established user conventions.
Language(s)
Reykjavik.is is available in both Icelandic and English, so it's possible to generate a summarized answer when searching in either language. The web assistant, however, can answer questions in virtually any language. The answers are always based on content from reykjavik.is, but if languages other than Icelandic and English are used, we use machine translation through Miðeind's linguistic platform.
Continuous development
With the rapid evolution of artificial intelligence, users have generally become more efficient at self-service and, in turn, demand faster and more efficient services. Reykjavík City therefore needs to be agile in updating and maintaining its infrastructure and information processing workflows, because users today are less likely to browse content on websites but still need to rely on that content. Reykjavík City therefore prioritizes high-quality website content, ensuring accessible and accurate information is available, regardless of which AI solution residents use.
Results from the City's AI solutions offer opportunities to identify where website content can be improved, a process driven by iterative testing, user consultation, and quality assessments of AI responses. The goal is always to improve the AI to generate more comprehensive and accurate answers, so that users quickly find the content they're looking for and need to examine the source pages less often.