The AI UX combination is redefining how brands design digital experiences. Artificial intelligence is here to stay and to revolutionise virtually every aspect of our daily lives. From the way we search for information to the criteria we use to make decisions. AI has managed to infiltrate practically all of our tasks, and user experience design was not going to be any different.
UX design as we knew it has changed a great deal in recent months. The emergence of personalisation and testing tools has brought an important change not only in the way we practise it, but also in the way we understand it.
In this article we explain all the opportunities and changes that AI for UX has brought, and how you can leverage them to improve your CRO actions. If you are able to integrate AI into your UX decisions, you will be able to improve not only conversion, but also the loyalty of your customers and the usability of your website.
Improving the user experience with artificial intelligence entails many advantages, not only for you as a professional, but for your entire business and its results. In fact, the advantages of AI tools for UX go beyond efficiency improvements.
Using AI in your UX will allow you to make your final design adapt even better to the needs of your users and lead them to convert more. Thanks to experience personalisation, behavioural predictions or needs-based foresight and greater accessibility, you will be able to continuously optimise your website or digital product based on real-time data.
One of the main advantages of AI is its entire personalisation potential for the user experience. Customers are increasingly demanding and expect your website or digital product to anticipate their needs and adapt as they evolve. And nothing is better for that than artificial intelligence.
AI personalisation represents a great opportunity to adapt your design with small changes, nods or improvements based on each user. Not only can you add specific messages for each of them, but you can also modify the design itself and respond to their most personal needs. Result: more satisfaction and loyalty.
Thanks to AI, the ability to process data and draw useful conclusions for the business has increased (a great deal). In fact, more and more digital businesses rely on artificial intelligence to carry out predictive analyses of user behaviour. That is, they forecast likely user behaviour simply by looking at the data.
AI allows you to create predictive models that help you design UX AI solutions in line with the changes in your consumers. That power lets you create proactive experiences that anticipate user needs and increase their conversion.
You can explore this type of solution further within our Digital Analytics area.
Taking advantage of AI in your UX actions also allows you to learn more and, above all, learn faster. As you know, the only way to draw reliable conclusions and progressively improve your UX reliably is through user experience tests with solid conclusions. In other words: A/B tests with statistical significance. And AI helps you with that too.
Artificial intelligence not only allows you to formulate hypotheses based on your data analysis, but it can also propose different alternatives for your tests and an optimal testing scenario. This does not mean you should stop thinking about your own hypotheses — it means AI can lend a hand in designing possible tests that help you optimise your results even further.
AI and UX are the perfect tandem for ensuring your website or digital product is accessible and easy to use. Sometimes, whether due to business needs or the day-to-day rush, some usability and accessibility criteria may slip through. But not with AI.
Using artificial intelligence as a check (or another pair of eyes) to make sure you are meeting all the necessary requirements is another of the great advantages of this type of tool. This way you will avoid legibility, comprehension or even information structuring problems.
Improving your UX with AI is not impossible. In fact, it is within reach of any digital business willing to try new things. Although it can sometimes seem complex and reserved for large technology companies, it is actually possible to implement AI in your UX processes without major complications.
Companies like Netflix or Amazon already apply AI in their UX to personalise recommendations and improve user satisfaction.
And some of our clients, like DogfyDiet, already use it in their daily work. Thanks to AI they are able to offer a more personalised experience, anticipating changes in their users' routines and predicting when they are likely to cancel their subscription. Small improvements like these have allowed them to redesign their UX based on specific cases, improving the conversion and retention of their users.
If you want to have a proactive user experience, then you need to bet on this type of tool. Their main objective is to anticipate user behaviour before it happens so you can design alternatives that adapt to those scenarios.
Tools like Google Analytics with AI (GA4 + BigQuery ML) or Amplitude Predict offer prediction models (probability of purchase or abandonment). And if you are not an expert in data science, solutions like Pecan AI are designed to apply predictive analysis in your daily work without a large technical team.
The great strength of AI in UX: offering each user tailored content, products or interfaces. This type of tool is useful for personalising the homepage, the shopping cart or even the order of categories based on the user profile. All based on data.
With solutions like Dynamic Yield (Mastercard), Optimizely Personalization or Algolia Recommend, you can personalise some of your website's elements in real time, combine them with validation tests or even offer personalised recommendations to users.
If your main goal is to reduce testing times and find the optimal design faster, then you need to bet on this type of solution that accelerates the process of your A/B tests, helping to generate hypotheses and decide which variations deserve more traffic.
VWO with SmartStats, AB Tasty or Sentient Ascend speed up your A/B test conclusions, add behavioural predictions for launching smarter experiments or explore multiple variations in parallel. All so you can improve your UX as quickly as possible.
For all those more technical teams, there are APIs and libraries that allow you to integrate AI directly into your digital product. All of these tools are perfect for creating assistants, relying on intelligent accessibility or designing predictive experiences from scratch. In other words: you take your UX to the next level.
From pre-trained models easy to integrate into apps or websites, to APIs for voice, accessibility, translation and emotion analysis or generation of context-adapted content; tools like Google Cloud AI (Vision, NLP, Recommendations AI), Microsoft Azure Cognitive Services or OpenAI API offer all the solutions your digital business could need.
1- Evaluate the current state of your UX: What are the weak points of your design? At what stage of the process do users drop off? Is there any area of your website with no interaction? Pay attention to data and user behaviour to identify what your priorities should be.
2- Define the objectives you want to achieve with AI: Every digital business is unique and the contribution of AI can be completely different. Some will be looking for design optimisation and more conversion, but others will focus on improving their internal processes (such as hypothesis generation, for example).
3- Select the right tools: Quality over quantity. Using too many tools can be counterproductive, so based on your objectives, choose the option that best adapts to the needs, expectations and resources of your business.
4- Measure its impact and never stop improving: You should always focus on your data and real, measurable results. Has AI managed to meet your expectations? Make sure to quantify and evaluate it regularly to know whether to focus on a different tool or even a different priority.
If you want to orient your strategy towards loyalty, visit our Customer Experience Optimization section.
Implementing AI in your business is not just about subscribing to a tool — it is a mindset shift that involves the whole team. If you do it strategically, the results will be worth it.
AI in UX is no longer a thing of the future — it is a reality. But its reach is only just beginning and the future is loaded with new opportunities for optimising your design. Artificial intelligence will bring new challenges such as privacy or over-reliance on algorithms. But it will also come with good things like hyperpersonalisation.
What is clear is that you need to know how to ride this new wave from the start. Your digital business cannot afford to be left behind, so it is time to start finding ways to implement new tools in your daily life.
Do you want to apply AI in UX in your digital business? At Boost we help you design smarter and more effective experiences. Request a free audit and find out how to do it.
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