Top Website Design Trends to Watch in 2026

Introduction: Why Web Design in 2026 Feels Like a Turning Point

Every few years, web design goes through a moment where the old rules quietly stop applying. 2026 is one of those moments. For most of the last decade, the playbook was predictable: minimal layouts, soft drop shadows, muted color palettes, and enough white space to make a site feel “premium.” Those choices are still valid in the right context, but they are no longer what makes a website stand out — they have become the baseline that every competent designer is expected to hit.

What’s changed is the audience a website now has to satisfy. It’s no longer just human visitors scrolling on a phone or clicking through on a laptop. Websites in 2026 are read, indexed, summarized, and sometimes rebuilt on the fly by AI systems — search crawlers, AI Overviews, chatbots, and agentic browsing tools that navigate pages on a user’s behalf. At the same time, human expectations have gone up. People are less patient with slow load times, generic templates, and interfaces that ignore who they are or what they’re trying to do.

This report walks through the website design trends that are actually shaping 2026 — not as a list of visual gimmicks to copy, but as a set of responses to real problems designers, business owners, and content teams are facing right now: How do you stand out when the baseline is higher than ever? How do you earn a visitor’s attention when it’s more divided than ever? And how do you build a site that performs well for people, for search engines, and for the AI systems now sitting between the two?

Throughout, the goal is to give you information you can actually act on, whether you’re a designer refreshing your portfolio, a business owner evaluating a redesign, or a content strategist trying to understand what “good design” means in an AI-saturated web.

1. AI-Driven Personalization and Adaptive Interfaces

Personalization isn’t new, but the depth and immediacy of it in 2026 is a genuine shift. For years, “personalization” meant a first-name merge tag in an email or a recommended-products carousel that lagged a day behind your browsing behavior. In 2026, personalization increasingly happens in real time, directly inside the interface itself.

At a basic level, this looks like showing returning visitors different content than first-time visitors, adjusting calls-to-action based on traffic source, or surfacing different homepage modules depending on whether someone arrived from a paid ad, an organic search result, or a referral link. At a more advanced level, some sites now assemble parts of their layout dynamically based on a visitor’s stated intent or observed behavior — reordering sections, swapping imagery, or changing which product recommendations appear based on browsing patterns, purchase history, or even inferred preferences like skin type or body measurements in beauty and fashion retail.

The most technically ambitious version of this trend involves interfaces that are generated on demand: instead of a fixed page structure that gets filled with dynamic content, some AI-native tools now construct a layout in response to a specific user request, blending content generation with interface generation in a single step. This is still emerging and not something every business needs, but it signals where the ceiling for this trend sits.

For most organizations, the practical, ROI-positive version of AI personalization is far simpler than full interface generation. It includes:

• Dynamic content blocks that change based on new vs. returning visitor status
• Personalized CTAs tied to campaign or referral source
• Product or content recommendations driven by browsing and purchase behavior
• Adaptive forms that shorten or reorder fields based on context

Why it matters: User tolerance for generic, one-size-fits-all experiences continues to drop. Visitors increasingly expect a site to “remember” who they are and adjust accordingly, and sites that ignore this signal risk feeling stale compared to competitors that don’t.

Where to be cautious: Personalization has to be built on a foundation of genuine performance and clear consent around data use. A personalized layout that loads slowly, or that feels invasive rather than helpful, will do more harm than a simpler, static page. Personalization should earn its complexity — it isn’t a trend to bolt onto a site that doesn’t have the underlying data infrastructure to support it well.

2. Performance-First Architecture and Core Web Vitals

If there’s one trend underlying nearly every other trend on this list, it’s performance. Speed has moved from being a technical afterthought to being a first-class design constraint — something designers now consider from the very first wireframe, not something handed off to developers to “optimize later.”

This shift is being driven by three forces converging at once. First, Google’s core ranking systems continue to reward pages that deliver a strong page experience, factoring in Core Web Vitals (Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift) alongside secure connections, mobile usability, and the absence of intrusive interstitials. Second, mobile usage patterns mean users are frequently on inconsistent connections, and every extra second of load time increases the chance they abandon the page. Third, and increasingly important, AI crawlers and AI-powered search assistants need to parse pages efficiently, and heavy, JavaScript-bloated sites are harder for these systems to read and cite accurately.

The practical result is a design philosophy some in the industry are calling “friction reduction”: every visual choice has to justify its cost. If an element makes a page more beautiful but noticeably slower, harder to use, or less accessible, that element needs a strong reason to exist. This has led to a genuine architectural shift — heavy JavaScript animation libraries are being swapped for lightweight CSS-driven motion, video backgrounds are being replaced with optimized image sequences or CSS gradients, and custom web fonts are being loaded more selectively.

Despite years of attention on this issue, the gap between best practice and real-world performance remains wide. Industry measurement has shown that fewer than half of mobile sites achieve good Core Web Vitals scores under interaction-responsiveness metrics, which means there’s still significant room for competitive advantage simply by getting the fundamentals right.

Practical steps for 2026:

• Prioritize modern image formats (WebP, AVIF) and responsive image sizing
• Limit third-party scripts and audit them regularly for load-time impact
• Use variable fonts sparingly and load only the weights you need
• Treat animation as a design decision with a performance cost, not a free enhancement
• Test Core Web Vitals on real mobile devices and slower connections, not just on a fast office Wi-Fi network

Why it matters: Performance is no longer a “nice to have” that trades off against beautiful design — in 2026, it’s part of what makes a design good. A visually striking site that scores poorly on Core Web Vitals will lose traffic, rankings, and conversions to a simpler, faster competitor.

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3. Accessibility as the Foundation, Not the Afterthought

Accessibility has been discussed as a “best practice” for years, but 2026 marks a shift in how seriously it’s being treated — not as a compliance checkbox added at the end of a project, but as a foundational layer built in from the start.

The urgency here is backed by hard numbers. Large-scale audits of the web’s most-visited pages continue to find that the overwhelming majority of top websites have detectable accessibility failures against WCAG 2 standards, even years after these guidelines became widely known. That gap represents both a real ethical shortfall and a significant business opportunity: a more accessible website reaches more users, performs better in third-party audits, and signals — especially to enterprise buyers and cautious consumers — that a brand takes the details of its digital experience seriously.

In 2026, accessibility-first design touches nearly every layer of a site:

• Color contrast and typography: High-contrast interfaces are being adopted not only for compliance but because they tend to produce cleaner, more intentional visual hierarchies.
• Keyboard navigation and focus states: Sites are increasingly tested and designed for users who navigate without a mouse.
• Descriptive links and alt text: Generic “click here” links and empty alt attributes are being phased out in favor of descriptive, meaningful text.
• Form labels and error messaging: Forms are being designed so that labels, instructions, and error states are clear to screen readers, not just visually apparent.
• Reduced-motion preferences: Sites are respecting the prefers-reduced-motion setting so that users sensitive to animation aren’t forced to experience it.
• ARIA labeling built into the design process: Rather than retrofitted after development, semantic structure and ARIA attributes are increasingly part of the initial design handoff.

There’s also a rising expectation around WCAG 3.0 alignment, as organizations look ahead to the next generation of accessibility standards rather than treating WCAG 2.2 as a finish line.

Why it matters beyond compliance: Designing for accessibility tends to produce simpler, faster, more focused interfaces — which dovetails directly with the performance trend above. A site built with genuine accessibility in mind is very often a faster, clearer, more usable site for everyone, not just users with disabilities.

4. Designing for AI Search Visibility

Perhaps the most structurally significant shift in 2026 is that websites now have to perform for two audiences simultaneously: human visitors and AI-powered discovery systems. Google’s AI Overviews, and conversational tools like ChatGPT and Perplexity, are increasingly the layer through which people first encounter a brand’s content — sometimes without ever clicking through to the site itself.

This has real design implications, not just content implications. To be legible and “citable” to AI systems, sites benefit from:

• Clean, semantic HTML structure rather than div-soup layouts that obscure content hierarchy
• Structured data and schema markup, which has become an increasingly important trust and comprehension signal for both search engines and AI summarization tools
• Clear content hierarchy — headings that actually reflect the structure of the content, rather than being chosen for visual weight alone
• Fast, stable rendering, since many AI crawlers have limited patience for JavaScript-heavy pages that require significant rendering time to reveal content

Following a major Google core algorithm update earlier in 2026, structured data has taken on new weight as a trust signal; sites with poorly structured markup are seeing themselves penalized in ways that go beyond traditional keyword-based SEO. In practice, this means the line between “SEO,” “content strategy,” and “web design” has blurred. A designer choosing a page’s layout and information hierarchy is now, in effect, also making a decision about how legible that page will be to an AI system trying to summarize or cite it.

Why it matters: Visibility in AI-generated answers is becoming a meaningful traffic and trust channel in its own right. A site that’s beautifully designed but structurally opaque to machines risks losing visibility precisely where more users are starting their research.

5. Bold, Expressive Typography as Interface

Typography has moved from a supporting role to being one of the primary structural and expressive elements on a page. For years, hero images, illustrations, and photography carried the emotional weight of a homepage while type quietly supported it. In 2026, that relationship has often flipped.

This shift is driven by both aesthetic and technical forces. Aesthetically, designers are leaning into editorial boldness — treating a headline the way a magazine cover treats its title, using scale and weight to create drama without relying on imagery. Technically, broad browser support for variable fonts has made it far easier to achieve fluid, responsive type scales that adjust smoothly across screen sizes, and to load a single font file that can express a wide range of weights and styles without the performance cost of loading multiple separate font files.

You’ll now regularly see:

• Viewport-scaled typography (vw units), where a headline is sized relative to screen width so a single word can stretch dramatically across the page
• Kinetic typography, where text responds to scroll position, cursor movement, or page state — expanding, contracting, or shifting weight as a user interacts with the page
• Fluid type scales that adjust smoothly between breakpoints rather than jumping abruptly at fixed screen widths
• Refined serif headlines paired with clean sans-serif body text, used to signal editorial polish and authority, particularly for publishers, professional services, and higher-end consumer brands

Typography in 2026 is being asked to do three jobs at once: carry brand personality, improve scanning and readability, and help structure content in a way that supports both human comprehension and AI summarization. Good typography makes it easy to understand what matters first on a page; the best typography in 2026 makes that clarity feel intentional rather than accidental.

Practical guidance: Use expressive, large-scale display type for the elements that deserve emphasis — a hero headline, a key statistic, a section title — but keep body copy calm, high-contrast, and highly readable. The contrast between bold display type and restrained body text is often more effective than uniform boldness throughout a page.

6. Modular, Bento-Grid Layouts

Card-based, modular layouts — often referred to as “bento grids” after the compartmentalized Japanese lunch box — have become one of the most visible structural trends of 2026. Rather than a single, linear scroll of content, bento layouts break a page into asymmetric compartments, each sized and arranged to reflect the relative importance of the content it holds.

This approach has become popular for a practical reason: it’s genuinely useful for organizing complex, varied content. A single grid can hold a mix of short stats, longer descriptions, images, and interactive elements without forcing all of it into a rigid, uniform structure. For B2B sites, SaaS products, and any business with several distinct offerings or a mix of content types, bento grids offer a way to present that variety in something that still feels organized rather than cluttered.

Bento layouts also pair well with the modular, component-based way many modern sites are built and maintained, since each “cell” in the grid can function as an independent, reusable content block — useful for teams that need to update, localize, or reorganize content frequently across landing pages, campaigns, and product pages.

Where this trend fits best: Product pages, feature comparisons, dashboards, portfolios, and any content that’s naturally made up of distinct, comparably weighted chunks. It’s less suited to narrative, story-driven content that benefits from a single, linear reading path.

7. Tactile Brutalism and Neubrutalist Aesthetics

One of the more polarizing — and most talked-about — trends of 2026 is the rise of neubrutalism and what some in the industry are calling “tactile brutalism.” This aesthetic borrows from brutalist architecture’s rough, unadorned surfaces and applies those same principles digitally: bold, high-contrast color palettes, sharp geometric forms, visible structure, and utilitarian layouts that favor function over decoration.

Part of what’s driving this trend is a reaction against the visual sameness produced by years of AI-assisted design tools and template-based site builders. As more of the web starts to look algorithmically generated — safe, polished, and largely interchangeable — some brands are deliberately choosing rawness and visible “handmade” imperfection as a way to signal authenticity and human authorship. You’ll see this expressed through thick 1px borders instead of blurred drop shadows, aggressive color contrast, deliberately “unfinished” layout choices, and playful interactive elements like small embedded games.

Notably, this aesthetic isn’t purely nostalgic — it’s also being paired with genuine performance engineering. Rather than relying on heavy JavaScript to achieve a bold, high-impact look, many brutalist-influenced sites in 2026 lean on lightweight CSS techniques to achieve dramatic visual effects with minimal performance cost, which lets them feel immersive while still loading fast and preserving battery life on mobile devices.

Who this works for: Creative agencies, fashion and lifestyle brands, entertainment platforms, and tech companies looking to differentiate from more conservative competitors.

Who this doesn’t work for: Financial services, healthcare providers, legal practices, and enterprise B2B contexts, where conventional visual polish is itself a trust signal. In these categories, an intentionally rough aesthetic can undermine the credibility a site needs to build.

8. Warm, Human-Centered, “Imperfect” Design

Running in parallel to — and sometimes overlapping with — brutalism is a broader move toward warmth and human character in design. After a period where AI tools made it easy to generate polished, competent, but largely generic layouts, many designers and brands are deliberately reintroducing texture, asymmetry, and small imperfections as a way to feel more human.

This shows up in a few recognizable ways:

• Nostalgic and retro-internet aesthetics — overlaying text on imagery, mixing eclectic or nostalgic fonts, and embracing a bit of visual clash rather than uniform polish
• Hand-drawn or textured elements layered over otherwise clean, modern layouts
• Photography and illustration that favors candid, real-feeling imagery over polished stock photography
• Soft, restrained “Resonant Stark” style layouts — ultra-thin fonts, soft gradients, and generous whitespace that strip a page down to essentials while still using subtle animation and micro-interactions to keep it feeling alive rather than sterile

The underlying idea connecting these approaches is that AI is reshaping design production without needing to reshape design values. Even as more of the visual and coding work involved in building a site is AI-assisted, the resulting sites are increasingly being art-directed toward warmth, imperfection, and character rather than machine-like uniformity — a deliberate counterbalance to the “AI sameness” that’s become easy to spot across the web.

Why it matters: As AI-generated design becomes more common and more competent, human-directed idiosyncrasy becomes a differentiator in its own right. A site that feels considered, specific, and slightly imperfect can stand out precisely because so much of the web now looks effortlessly, interchangeably polished.

9. Immersive 3D, WebGL, and Scroll-Driven Interaction

Depth and dimensionality continue to grow as a design trend in 2026, powered by broader and more efficient support for WebGL and related rendering technologies. Rather than relying on static hero images, more sites — particularly in retail, product design, and entertainment — are incorporating interactive 3D models, scroll-triggered animations, and lightweight augmented-reality previews.

Retail is one of the clearest use cases: brands are using 3D and AR to let shoppers rotate a product a full 360 degrees, preview how an item might look in their space, or virtually try on apparel or accessories before purchasing. This isn’t purely decorative — it’s aimed directly at reducing purchase hesitation and returns by giving shoppers more confidence before they buy.

Scroll-driven interaction has also matured well beyond the parallax effects of a decade ago. Designers are now using scroll position to drive more sophisticated storytelling — text that reveals, transforms, or reflows as a user scrolls; typography that shifts weight or color based on scroll depth; and layouts that unfold section by section in a way that feels closer to an interactive narrative than a static page.

The performance caveat: This is one of the most technically demanding trends on this list, and it’s also one of the easiest to get wrong from a Core Web Vitals standpoint. 3D and heavy scroll-driven interaction need to be implemented carefully — with attention to load sequencing, mobile performance, and fallback experiences for lower-powered devices — or they risk directly undermining the performance-first principles discussed earlier. The brands using this trend most successfully in 2026 treat it as a targeted enhancement for specific, high-value moments (a product page, a flagship campaign) rather than something applied uniformly across an entire site.

10. Nonlinear, Exploratory Navigation

Not every site in 2026 follows the traditional Home / About / Services / Contact structure. A growing number of brands, particularly in creative, cultural, and lifestyle spaces, are experimenting with navigation that feels more like exploration than a fixed path — radial menus, hidden drawers, interactive maps, and nonlinear journeys that let a visitor choose their own route through content rather than following a single prescribed hierarchy.

Modern design and prototyping tools have made this kind of experimentation far more accessible than it used to be, letting teams test unconventional navigation patterns without a heavy custom development lift. Museums, cultural institutions, and lifestyle brands have been particularly active in this space, using exploratory navigation to mirror the sense of discovery associated with their subject matter.

A note of caution: Nonlinear navigation is a genuine differentiator, but it comes with real usability risk if it’s not paired with clear wayfinding — visible cues about where a user is, how to get back, and what else is available. It tends to work best layered on top of a conventional, accessible navigation fallback rather than replacing it entirely, especially for sites where conversion or task completion (not just exploration) matters.

11. Saturated Color and “Dopamine” Palettes

After several years of muted, minimal color palettes dominating web design, saturated and high-contrast color is making a strong comeback in 2026. This trend draws on Y2K nostalgia, retro pattern work, and what’s sometimes described as “dopamine design” — bright, energetic color choices intended to create an emotional lift rather than a calm, neutral backdrop.

Neon gradients, bold color pairings, and playful, high-energy hues are showing up particularly in lifestyle, beauty, wellness, and youth-oriented branding, where an energetic first impression is more valuable than restrained sophistication. This isn’t a wholesale replacement of minimalism — many brands are pairing saturated accent colors with otherwise clean, minimal layouts, using color as the primary source of personality rather than layering on multiple competing design elements.

Where this works: Consumer brands targeting younger or trend-conscious audiences, entertainment and lifestyle products, and any brand actively trying to break from a more conservative competitive set.

Where to be careful: Bold color choices need to be tested against accessibility contrast requirements, and against the brand’s broader positioning — a saturated, high-energy palette can undercut a brand that’s trying to signal calm, trust, or premium restraint.

12. Frosted Glass, Translucency, and Tactile Depth

A more understated visual trend running through 2026 design work is the use of frosted glass panels, translucent layers, and diffused shadows to create a sense of physical depth without resorting to heavy skeuomorphism. This “glassmorphism”-adjacent style creates layered interfaces where content appears to sit on distinct, semi-transparent planes — useful for navigation overlays, modal windows, and dashboard interfaces where visually separating layers of information helps with comprehension.

Done well, this effect adds a sense of material quality and depth to an interface without the performance cost of full 3D rendering, and it pairs naturally with the “Resonant Stark” minimalism trend discussed above — a way of adding texture and visual interest to an otherwise pared-back layout.

13. Websites as Connected Business Hubs

A less visual but increasingly important trend is the shift in what a website is actually for. In 2026, a business’s website is less often an isolated, standalone asset and more often the connective hub for an entire business stack — e-commerce, marketing automation, CRM data, and analytics increasingly flow through a single, connected system rather than existing as separate, loosely linked tools.

This has real design implications: sites are being built with more attention to how content and interface components will interact with backend systems, how personalization and dynamic content will be powered, and how the site will scale as new tools and integrations are added. Rather than a static, “build it once” project, a growing number of businesses in 2026 are treating their website as a living system that needs to be maintained, extended, and continuously improved based on user feedback and behavior.

How to Actually Apply These Trends: A Practical Framework

With thirteen distinct trends on the table, the temptation is to try to incorporate all of them. That’s almost always the wrong move. The strongest sites in 2026 aren’t the ones chasing every trend — they’re the ones applying a handful of the right trends with real intention, in service of clear business and user goals.

A few principles worth keeping in mind as you plan a 2026 redesign or new build:

1. Start with performance and accessibility as non-negotiables. These aren’t trends to layer on at the end — they’re the foundation everything else has to be built on top of. A visually exciting site that’s slow or inaccessible will underperform a simpler, faster, more usable one.
2. Match aesthetic trends to brand context. Brutalism and saturated “dopamine” color palettes work brilliantly for the right brand and fail badly for the wrong one. Before adopting a bold aesthetic trend, ask honestly whether it reinforces or undermines the trust signals your specific audience needs.
3. Treat AI search visibility as a design requirement, not just a content requirement. Clean semantic structure, proper heading hierarchy, and structured data need to be considered at the design and information-architecture stage, not retrofitted after launch.
4. Use personalization and 3D/immersive elements surgically, not universally. These are the two most technically demanding trends on this list, and both carry real performance risk if applied broadly. They tend to work best when concentrated on the highest-value pages — a flagship product, a key conversion page — rather than spread thin across an entire site.
5. Let typography and modular layout do more of the work. Both trends (bold typography, bento grids) tend to be lower-risk, higher-return investments than immersive 3D or full AI-personalized interfaces — they improve clarity and visual interest without the same performance or complexity overhead.

Frequently Asked Questions

Does web design actually affect SEO rankings in 2026?

Yes, directly. Core Web Vitals — Largest Contentful Paint, Interaction to Next Paint, and Cumulative Layout Shift — are confirmed ranking signals, and design decisions around images, fonts, and third-party scripts directly influence these scores. Accessibility signals, semantic HTML structure, and schema markup also factor into how search engines and AI systems evaluate and rank a page.

Do I need 3D graphics or AI chatbots to have a “2026-ready” website?

No. The best designing agency in mumbai 2026 is still simple at its core: fast, accessible, and clear about who it’s for and what it wants a visitor to do. Immersive and AI-driven features are powerful when applied deliberately, but they’re enhancements, not requirements.

What’s the single highest-priority trend for a small business with a limited budget?

Performance and accessibility. Both directly affect search visibility, conversion rates, and how much of your audience can actually use your site — and improving them tends to make every other design investment work harder.

Is brutalist or “neubrutalist” design right for my business?

It depends heavily on your industry. It works well for creative agencies, fashion, entertainment, and tech brands looking to stand out. It tends to work against you in categories like finance, healthcare, and enterprise B2B, where conventional visual polish itself signals trustworthiness.

How often should a business revisit its website design now that trends move this fast?

Rather than a full redesign every year, most teams are better served by treating their site as something to continuously audit and improve. A useful cadence is a lightweight quarterly review of performance metrics and accessibility issues, paired with a deeper annual look at whether the overall design still reflects the brand and still supports current user expectations. Full rebuilds are usually only warranted when the underlying technology stack, not just the visual style, has become a genuine limitation.

What should I check first if I suspect my current site is falling behind these trends?

Start with a technical baseline before touching anything visual: run a Core Web Vitals audit, check color contrast and keyboard navigation against basic accessibility standards, and confirm your pages use clean, semantic heading structure. These three checks tend to surface the issues doing the most damage to both user experience and search visibility, and fixing them often delivers more measurable improvement than any single aesthetic trend on this list.

Quick-Reference: Matching Trends to Business Priorities

Different organizations will get more value out of different trends depending on their goals, resources, and audience. As a rough guide:

• If your priority is search and AI visibility: focus on performance-first architecture, accessibility, and structuring content for AI search legibility. These three trends compound — improvements to one tend to reinforce the others.
• If your priority is standing out visually in a crowded market: consider bold typography, saturated color palettes, or a neubrutalist aesthetic, matched carefully to what your specific audience expects from your industry.
• If your priority is conversion and sales: prioritize AI-driven personalization for returning visitors, immersive 3D or AR previews for physical products, and modular bento-grid layouts that make it easy to compare options at a glance.
• If your priority is brand trust and credibility: lean toward accessibility-first design, frosted-glass and tactile-depth detailing, and restrained, editorial typography rather than louder aesthetic trends.
• If your resources are limited: performance and accessibility improvements consistently deliver the strongest return relative to effort, since both are foundational rather than decorative and they benefit every visitor, not just a segment of your audience.

No business needs to adopt every trend in this report. The organizations that get real value from 2026’s design landscape are the ones that treat these trends as a menu to choose from deliberately, not a checklist to complete in full.

Conclusion

Web design in 2026 is being shaped by a single underlying tension: the need to stand out visually in an increasingly AI-saturated, template-heavy web, while simultaneously performing better than ever for real users, search engines, and AI discovery systems. The trends worth watching this year — from AI-driven personalization and bold typography to accessibility-first architecture and performance-obsessed engineering — aren’t a checklist of boxes to tick. They’re a set of tools, and the sites that win in 2026 will be the ones that pick the right tools for their specific audience and business goals, rather than chasing every trend at once.

If there’s one takeaway to carry into your next redesign, it’s this: aesthetic choices and technical fundamentals are no longer separate conversations. The most beautiful layout in the world won’t matter if it loads slowly, excludes part of your audience, or is invisible to the AI systems increasingly standing between your business and the people trying to find it. The strongest websites of 2026 will be the ones where design, performance, accessibility, and AI-readiness are treated as a single, unified discipline — not four separate checklists handled by four separate teams.