From Interfaces to Experiences: How AI is Changing Design
The other day, I had another conversation about “When will AI replace designers?” So, I decided to share my thoughts in this post. Maybe it will make someone think differently about this question. To keep it focused, I’ll talk specifically about what we call product design.
Honestly, I think the question itself is not entirely correct. AI doesn’t aim to replace designers or anyone else. A better question would be, “When will AI make designers unnecessary?” The truth is, we might just not need as many designers anymore. Not because AI will design everything for us, but because there will be less need to design so many interfaces.
You might remember the term Zero UI. It appeared when recommendation systems started doing part of the work without involving the user — that’s exactly it.
Imagine an online store. For the last decade (or maybe two), we’ve been perfecting filters, creating the right controls, and running tests. It got to the point where big platforms have special designers responsible only for this part of the product (though I personally find that a bit silly). But now, all those checkboxes and radio buttons are being replaced by a search bar where a user can type something like, “Find me the perfect 60s-style pants,” and AI will do a better job at selecting results than any filter ever could.
Next, AI will learn to add exactly the right items to your cart, arrange delivery… Oh, and by the way, the folks at OpenAI already created Operator, which does exactly that.
But here’s where things get interesting. Besides usability, we also design experiences — the way people interact with a brand. For that, we use typography, visuals, copywriting, etc. What will replace all of that if the final consumer never touches the brand’s interfaces? The good news is, if people really need it, this is the challenge we’ll need to solve. But maybe it turns out that people don’t really need it at all. And that, in a way, is also good news.
And yet, what if the final user of the interface is an AI? Should we go even deeper and think about how to make the brand experience unique for humans in this new context? People always value individuality and emotional connection, and this remains our job — to design meaning, experiences, and memories. If before, a designer was the “creator of interfaces,” now they become someone who designs emotional identity.
I’d like to leave this post with an “open ending” and avoid giving specific recommendations about the future. My goal is simply to record what’s already happening and make you think about finding your own answers to these challenges.
As the great David Lynch once said, “Today, I’m wearing dark glasses because I see the future… And it looks very bright.”
Thank you for reading!
Victor
