AX (AI experience) is the design of experiences in which users collaborate with artificial intelligence: in-app assistants, conversational interfaces, smart suggestions and automations.
A classic interface is deterministic: the same click gives the same result. AI brings uncertainty and open-endedness into products – and AX is the discipline that designs this new material.
AX's key questions: when should the AI speak up, and when stay silent? How do we communicate confidence (and its absence)? How do we design user input (prompt, choice, correction)? How does a human take back control when the AI goes astray? How do we build trust without pretending the model is infallible?
Good AX requires a double competence: UX craft and a practical grasp of what AI models can and cannot do. It is one of the fastest-growing design specialisations – and a pillar of our product work.