AI and user experience: an assistant, not a replacement

We firmly believe that AI will never replace humans in our field. What for? Because user experience (UX) is based on understanding users' emotions, behaviors, and needs. While AI excels at analyzing big data, it remains unable to capture the emotional and cultural nuances that influence human decisions.

“Our approach to AI is based on two core principles: ethics and relevance”. This doesn't mean that AI doesn't have a place in UX – quite the opposite. We use it to enrich our projects, but always in a thoughtful way. Let's take a concrete example. During a project for an insurer's partner platform, we identified a major sticking point: users were having difficulty quickly identifying missing information in ongoing cases. Exchanges between stakeholders by phone or email caused considerable delays. In response, we came up with an AI-based feature that could generate a clear summary of exchanges in a chat, highlighting missing items. The result: a significant time saving for all the players involved.

Every integrated solution is guided by a simple rule: AI must provide real added value. We don't give in to fads, but make sure that our innovations respect the needs and privacy of users and customers.

Transforming the way we work with AI

Internally, AI has become a real ally. It simplifies many tasks and allows us to optimize our time. Here are some concrete examples of how it can be used in our daily lives:

• Organizing workshops: AI helps us structure and plan collaborative workshops more efficiently.
• Interview analysis: this allows us to quickly process data from user feedback to draw key insights.
• Content generation: in the creation of content for prototypes to the writing of microtexts (error messages,interface descriptions), AI saves us precious time.

These uses do not replace our human skills, but free up our time to focus on higher value-added tasks. The objective? To improve the quality of our work while being more efficient.

Facilitate the transition to the development phase

Together with our team of developers, we are exploring the potential of AI to revolutionize the transition from prototypes to development. For example, we are currently testing different AI plugins integrated with Figma, our design tool. They can convert our prototypes directly into HTML/CSS code. Imagine a process where the transition from design to development happens almost instantaneously! If successful, it could transform our approach to project delivery, making development faster, smoother and minimizing the risk of errors.

AI and ethics

Whether in our internal processes or in the solutions we develop for our customers, our approach to AI is based on two core principles: ethics and relevance. Each integration is carefully considered to ensure that it meets real needs and respects privacy requirements.

We believe that AI, when used responsibly, represents a tremendous opportunity to create richer experiences and innovate in our business practices. However, it must remain a tool at the service of the human being—never a substitute.