The future of CX/UX research in the age of AI

With technology continuing to evolve and innovate, the role of the CX/UX researcher is more important than ever. But as Artificial Intelligence (AI) continues to develop and take centre stage in various sectors, how will it shape the future of CX/UX research?

Generative AI and low code tools in research

Typically, the process of CX/UX research projects has involved five stages: planning, organising, execute, analyse and report and presentation.

The introduction of generative AI and low-code tools has had a significant impact on the efficiency of each of these processes. In the early stages of research in particular, AI tools have proved invaluable in streamlining tasks such as competitive analysis, benchmarking, respondent profiling and the creation of research scenarios.

Beyond these early stages, they’ve also significantly reduced the burden of organisational tasks, from recruiting participants to preparing study materials. The frontier of AI application extends to the actual conduct of research, with innovations such as AI-powered speech recognition for interviews and eye-tracking methods.

However, as promising as these technologies are, they are still evolving and present their own set of challenges. There’s also a growing fascination with tools that simulate interviews with AI-created ‘users’, but the true utility and reliability of such innovations are still under scrutiny.

The strengths of AI in research

The integration of Artificial Intelligence (AI) in research has brought about a paradigm shift, offering numerous benefits and streamlining processes. Let’s take a closer look at the strengths of AI in research.

Efficiency and speed

AI-powered tools can process vast amounts of data at speeds beyond the comprehension of humans. For example, AI-powered transcription services can convert hours of audio interviews into text in minutes. This speed allows researchers to dive into analysis much faster than with traditional methods.

Data analysis

Advanced AI algorithms can identify patterns, correlations and trends in large data sets that human analysts might miss. In this way, AI provides insights that can guide research direction and inform decision making.


While human analysis can be influenced by bias, emotion or simple oversight, AI ensures consistent data processing. This consistency helps maintain the integrity of research, especially when dealing with large data sets.

Automation of repetitive tasks

Tasks such as coding, inputting and sorting data can be monotonous and time-consuming. AI can automate these, allowing researchers to focus more on analysis and interpretation.

Improved accuracy

While AI tools aren’t infallible, they often reduce the margin of error, especially when dealing with large amounts of data. Advanced error checking algorithms can further refine the accuracy of AI tools.

Integration with other technologies

AI integrates seamlessly with other advanced technologies such as augmented reality, virtual reality and biometrics. This symbiosis can lead to richer research methodologies and insights, particularly in user experience (UX) studies.


Modern AI systems use machine learning, which means they can adapt and refine their processes based on new data. Over time, they can become more accurate and tailored to the specific needs of a research project.

Global scalability

AI-powered tools can analyse data from different sources in different languages and regions, making them invaluable for global research projects. They can also help with real-time translation, breaking down language barriers in international research.


In the long run, the use of AI tools can prove cost effective. The automation of various tasks can lead to reduced labour costs, and the speed and efficiency can shorten research cycles, leading to faster insights.

Synthesis capabilities

Tools such as ChatGPT stand out for their ability to synthesise insights. They can extract key insights from vast amounts of data, helping researchers get to the heart of their findings faster.

While there are many strengths to integrating AI into research, it’s important to approach its use with caution. Harnessing the strengths of AI, while being aware of its limitations, will ensure a balanced and robust research methodology that delivers impactful findings.

The limitations of AI

Artificial Intelligence has ushered in a new era of capabilities, but its integration has inherent limitations that need to be carefully considered.

One of the most prominent challenges of AI is its lack of emotional intelligence. While AI is rooted in logic and algorithms, it remains incapable of perceiving or interpreting emotions. This shortcoming is particularly acute in areas such as qualitative research, where the ability to discern human emotions and feelings can provide profound insights. It excels at managing and analysing vast amounts of quantitative data, it often struggles with qualitative nuances.

The subtleties that human researchers might naturally infer from textual or visual content often elude AI systems.

Bias and ethical concerns further cloud the reliability of AI in research. As AI models are predominantly trained on existing datasets, any inherent biases in those datasets can influence the output. As a result, there’s a real risk that AI systems will perpetuate or reinforce existing stereotypes and biases, leading to flawed or distorted findings. In addition, AI’s tendency to identify patterns across large datasets can sometimes lead to overgeneralisation, missing specific nuances or unique cases that are important in particular research contexts.

Another growing concern in the research community is the potential for over-reliance on AI tools. As these tools become more integrated into research processes, there’s a risk that researchers will become too reliant on AI outputs, to the detriment of their critical evaluation skills. While AI can produce vast amounts of results, the task of interpreting these results within a meaningful and contextual framework still requires human insight and understanding.

AI excels at identifying patterns, but it doesn’t inherently understand the ‘why’ behind those patterns.

There are also practical limitations. Advanced AI tools tailored to specific research objectives can be prohibitively expensive, limiting their accessibility, especially for researchers working in resource-constrained environments. Integrating AI into research also poses security and privacy challenges. As more tools become cloud-based, ensuring the security of data and maintaining the confidentiality of research participants becomes a paramount concern.

What’s the future?

While artificial intelligence can be a valuable research assistant, especially in the discovery, synthesis and analysis phases, the human touch remains irreplaceable. Researchers continue to play a central role in conducting real research and making design recommendations based on human understanding and empathy. As AI tools continue to evolve, they should be seen as a complement to the researcher’s toolkit, not a replacement.

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    Michał Madura
    Senior Business Design Consultant

    +48505016712  +48505016712