Why you shouldn’t rely solely on AI to improve UX

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On a recent podcast, Baymard Institute’s co-founder discussed how, if an AI tool is 70% accurate, that also means it’s wrong 30% of the time. When you think about it in terms of UX, that means that 3 out of 10 UX suggestions are wrong, and therefore, harmful to your UX.

And if you don’t have a trained eye that can sift through the bad suggestions and pull out the good, it can severely hurt your user experience.

Here’s the reality: AI is not human. It doesn’t interact with things like a human. Therefore, it can give UX suggestions that sound great on paper, but truly don’t work for your audience.

AI is basing its suggestions off of “best practices” that any UX expert knows to take with a grain of salt because they need to be tested. Many principles of UX change over time, simply because the user changes. So they’re more guidelines than anything — but AI doesn’t know that.

If you blindly follow what AI tools suggest without having expertise or giving it a second thought, you’re going to create a lot of bad UX on your website.

Not to mention, since AI can’t create new ideas or suggestions, you run the risk of creating a website that’s just like every other business following AI’s suggestions. It won’t help you stand out and deliver that desired experience that engages and delights your audience.

So overall, you don’t want to take AI’s UX suggestions as the ultimate solution, otherwise your UX (and by proxy, your conversions) will suffer. Instead, rely on real user feedback to guide you to making the best UX improvements.

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