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TASTE AND DISCERNMENT AS A DIFFERENTIATOR IN THE ERA OF AI

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Introduction

Sarah Gibson, a long-time contributor at NNG (Nielsen Norman Group), emphasized the evolving landscape of UX design, driven by AI's growing influence. Her discussion focused on AI's impact on creativity, discernment, and the shifting role of UX designers.

Key Themes:

1. AI as a Tool, Not a Substitute for Creativity:

   • AI can produce outputs, but it lacks the essential human element of taste and creativity. Just because something can be made doesn't mean it will resonate with users.

   AI is to creativity what microwaves are to gourmet meals.

2. The Role of Discernment:

   • With a proliferation of templates and tools, discernment is critical. Designers must develop a unique point of view, curating their work intentionally.
   • Taste, which cannot be acquired through tools or AI, will differentiate designers in the future.

3. AI as a Forklift:

   • AI will elevate the baseline for design but will also increase competition by enabling less-skilled individuals to perform tasks previously exclusive to professionals.
   • This democratization creates opportunities and challenges, as anyone can now use AI to produce professional-looking work.

4. The Future of Personalization in Design:

   • AI will allow for dynamic, personalized interfaces, creating individualized experiences for users based on preferences, accessibility needs, and more.
   • The challenge lies in ensuring these experiences maintain quality and taste.

Key Takeaways:

• Taste: The new differentiator in design. While AI can generate content, it cannot replace human taste, which comes from experience, values, and exposure.

Taste equation: Unique point of view + Discernment + Efforts (Your personal Perspective) + (Your Judgement: You having the capacity to choose from set of options) + (Efforts to horn your taste)

• Discernment and Curation: Designers will need to apply their taste and judgment in making intentional choices. This is what will set them apart in an AI-driven world.
• Shift from Outputs to Processes: The industry is shifting focus from deliverables (nouns) to processes and skills (verbs) like sense-making and business fluency.

Call to Action:

• Sarah closed by encouraging designers to focus on skills that AI cannot replicate: business understanding, emotional intelligence, and systems thinking. These will ensure designers remain essential as the field evolves.

Upcoming Projects:

• Sarah hinted at a new training offering by NNG aimed at addressing the needs of UX professionals in India, set to launch early next year.

Hyper-personalization

Panel Discussion: Verizon