The future of UX design: Adapting to AI agents and beyond GUIs

That’s what we dug into in our conversation with Constantine Gavrykov, Sr Director of Digital Products at Decathlon.

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In this episode of DELIVERED, Georgios and Constantine discuss:

• The monumental shift from a "mobile-first" to a "personalized-first" paradigm in digital experiences, driven by AI agents and the deepening of hyper-personalization.

• What AI agents truly are: software layers connecting users, large language models (LLMs), and tools. They act as "Large Action Models" (LAMs) capable of perceiving the world, accessing data, and performing actions autonomously on your behalf, excelling at repetitive, narrow, and well-defined tasks.

• How hyper-personalization moves beyond basic pattern recognition, using AI agents to acquire intimate details about users (like nutrition plans or training schedules) to offer entire packages of services (such as recurring supplements and tailored training plans) rather than just a single product. This includes dynamically tailoring content like lookbook images or facilitating virtual try-on models adjusted to precise body types.

• The profound implications for UX and product design, necessitating a shift towards "agent-responsive design". Traditional UX elements like infinite scroll, modals, or pop-ups will be deprioritized by AI agents because they impede efficient information consumption. Eventually, Graphical User Interfaces (GUIs) may become "a thing of the past" as AI agents are expected to directly access raw data.

• The current impact on organic traffic, with AI overviews (like Google’s AI summaries) and browsing capabilities (like ChatGPT’s web browsing) already causing significant reductions in click-through rates for publications, with some seeing 40-60% decreases in organic traffic.

• The crucial need for business leaders to foster AI literacy and establish a clear vision for AI application, focusing on tangible business outcomes and empowering experimentation across units.

• New opportunities, including massive accessibility improvements through conversational interfaces (chatting, speaking) and computer vision, which can eliminate the need for visual GUI interaction and tailor information delivery.

• The evolution of branding, as agents bypass traditional UIs, will require brands to create first impressions and tell their stories through channels like social media, TV, billboards, and physical brand activations. The concept of "branded agents" could emerge, embodying a brand's voice, likeness, and mannerisms.

• The ethical imperative for designers, leaders, engineers, and entrepreneurs to shape this new world responsibly, including advocating for regulations to clearly distinguish AI-generated content (like deepfakes) from original content and empowering users with choices, even the nostalgic option of viewing information as a "classical website" through an AI interface.
  
  

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