Evolutionary algorithms (EA) are being increasingly used in computer technology where machine learning and artificial intelligence are applied to complex problems. EA are optimization algorithms that mimic a biological mechanism to find the most optimal design within specific constraints. This might be associated to natural selection or mutation as it occurs in an environmental ecosystem. An evolutionary algorithm is utilized in AI-driven optimization to not only find the top performing ideas, but also to add to and improve upon them and generate maximum lift over time. The evolutionary algorithm is a core element of successful website optimization as it is able to process thousands of ideas, combinations and variable in order to identify which ones users respond to, and which generates growth.