How can AI improve UX
In this article, we will cover how AI can impact one of the important aspects of running a business – user experience (UI).

How can AI drive user experience

By now we have established the importance of AI and the fact that it won’t take away our jobs. We’ve also talked in length about its impact on various industries such as finance, telecom, marketing, customer service, etc. We even wrote a playbook for AI.

In this article, we will cover how AI can impact one of the important aspects of running a business – user experience (UI).

What is user experience?

User experience can be defined as the way someone feels when they interact with an object. By object, we don’t mean a piece of physical thing but a website, software, etc.

We live in a customer-centric world where the customer or the end user’s experience is the only thing standing between you and your competitor. Deliver great customer service and you’ll have won customers for life. Fall short and you can kiss your business revenue goodbye. In fact, user experience is so important that people will leave your website if it isn’t optimized for a great experience.

It all boils down to creating a positive and memorable experience for customers by making sure they find what they are looking for on your website as quickly and as intuitively as possible. Now it can be a huge effort (an impractical effort) to make sure every single user is just as happy as every other user.

Thanks to artificial intelligence, it might just be possible for companies to create powerful user experiences for customers.

How does AI enhance user experience?

If you think about it, AI and UX share the same goals – to interpret human behavior, anticipate the next action, and enable humans to achieve their desired goals. At the center of the intersection between Ai and UX sits predictive analytics.

By combining hardware, software, and human interaction, AI can produce personalized and aesthetically pleasing user experience.

What makes all of this possible?


Algorithms are what can be considered as the basic units or building blocks of artificial intelligence. These intelligence lines of code can process large volumes of information about your users, analyze, and use the insights to modify the system in a way that is optimized for the future.

This isn’t a one-time task but an ongoing one. The algorithms continuously learn and adjust to offer more personalized user experiences.

Usability testing that is quantitative

Since AI is able to process large volumes of data, it makes for a powerful testing tool. Its machine learning capabilities can be used to track, measure, and analyze a wide range of UX metrics. These metrics include:

  • The devices that users use when they visit a website
  • The location of the users
  • How much time they spend on various pages of the website
  • The number of pages visited
  • Which pages are visited and how often
  • How often is each product viewed
  • Bounce rates and page exits
  • How users navigate from one page to another on the website

When put together, these metrics help in analyzing and understanding user behavior and preferences. This is highly useful when exploring new ways of engaging with users and running user tests.

Remove bias in user testing

Bias is a human condition. This can easily seep into various aspects of work, business, or in this case, UX testing. While A/B testing is one way of doing it, human reasoning almost always influences test results. On the other hand, AI weighs in only hard data. Hence the results are an accurate reflection of the actual results.

Emotion AI

This is a new field in AI that has the capability to learn from humans and influence them. This means that AI-powered machines like robots can display genuine emotion like humans. This technology involves three key ingredients:

  • Data analysis
  • Machine learning algorithms
  • Face recognition software

These aspects analyze various emotional responses of users to various elements on the website. The AI then categorizes these responses into groups such as happiness, frustration, disappointment, etc. Using this information, companies can then make changes to the website – be it design or content.

 “By 2022, your personal device will know more about your emotional state than your own family.”

– Annette Zimmermann, VP of Gartner

For instance, an emotional car software from Affectiva is capable of detecting people’s emotions – when they are angry or when they are losing focus on the road. It then assumes control of the car or stops it prevent accidents.

UX is still the priority, and while AI adds powerful insights, it can’t tell the whole story.

AI creates stronger human connections

As mentioned earlier, AI and UX share the same goal – to understand human behavior and enable intuitive and memorable experiences. In this sense, AI helps create deeper human connections. It is capable of many things such as social listening, analyzing data, face recognition. All of this combined provides companies information that helps them understand their customers at a more personal level.

The more we adopt artificial intelligence, the more AI can learn and deliver on better information. This means companies can offer personalized experiences that result in happier customers and higher revenue. It also helps companies humanize their brands making them more relatable.

Though it may seem like scenes from a sci-fi movie, the fact is that artificial intelligence is capable of a lot of things, one of which is improving user experience in a way that no other existing technology can.

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