Generative AI: What Is It and How Can It Help With User Research?

Nov 29, 2023 | User Research

Understanding user behaviour and preferences is of the utmost importance in the ever-changing field of user experience design. At this stage, user research becomes relevant, providing valuable insights that can inform design decisions.

The problem with tried-and-true approaches to user research is that they can be tedious. Fortunately, this is where generative artificial intelligence comes into play as an emerging technological paradigm with the potential to revolutionise the way that we conduct user research.

Currently, generative AI is being touted for its potential to enhance user research rather than replace UX professionals. Generative research has the ability to handle repetitive tasks that UX researchers often spend substantial time on, such as, data collection, and transcription. This may free UX researchers to focus on activities such as data analysis, interpretation, and even strategy development.

In this article, we will investigate the idea of generative AI, its history, and the ways in which it has the potential to alter the way user research is carried out in user experience design.

What is user research?

Before delving into generative AI, let’s first understand the concept of user research. User research is a fundamental component of the UX design process, involving the gathering of insights and understanding the needs, preferences, and behaviours of users.

By conducting user research, designers can make informed decisions and create products that genuinely meet the needs of their target audience.

What is generative research?

Generative research, also known as exploratory research, is a qualitative research methodology aimed at uncovering users’ problems and discovering new opportunities for innovative solutions. This is not to be confused with “generative AI”

Going beyond simply understanding user preferences and behaviours, this discipline delves into the deeper aspects of users’ lives, motivations, and frustrations. It helps designers gain a comprehensive understanding of their users and enables them to create products that address real-world problems.

Read: Generative Research: All you need to know

What is generative AI?

Generative AI is an emerging branch of artificial intelligence that leverages algorithms to generate new content, such as text, images, or even entire user experiences. In practice, generative AI learns from existing artifacts to generate new artifacts at scale in a programmatic manner that reflects the characteristics of its training data.

It achieves this by leveraging machine learning (ML) techniques to analyse vast amounts of data and create new, relevant outputs based on patterns and insights derived from the data.

In fact, Generative AI has incrementally evolved significantly over the years, thanks to advancements in technologies like generative adversarial networks (GANs) and transformer models.

These innovations have made generating highly realistic and contextually relevant content possible, pushing the boundaries of what AI can achieve across image generation and natural language processing domains.

Benefits and uses of using Generative AI in UX research

Generative AI offers a wide range of benefits and applications in the field of UX research. Let’s explore some ideas that it can enhance the research process and improve the overall user experience:

Data augmentation

Data scarcity can be challenging in UX research— especially when targeting niche user segments. This can be a very time consuming and cost intensive research exercise. Generative AI can address this systemic issue by generating synthetic user data to supplement real-world data. In practice, it can create realistic user profiles and behaviours as a way to manage cost and timeline, however, synthetic user data will still need to be validated with real world user insights eventually.

User persona creation

User personas play a crucial role in UX design, helping designers empathise with their target audience.

Generative AI can automatically generate detailed user personas based on existing data from user research, saving time and effort. It can be leveraged to enhance persona profiles with AI-generated content, such as images or typical user queries.

User behaviour simulation and analysis

Generative AI can be exploited to simulate potential user behaviour based on existing data from user research, allowing designers to anticipate user needs and optimise designs proactively. By modelling potential user pathways, it helps designers to identify points of friction or interest and make informed design decisions.

Rapid prototyping

The prototyping stage of the design process is vital because it gives designers the opportunity to iterate on their concepts and hone their designs. Generative artificial intelligence can be deployed to speed up the prototyping phase by rapidly generating design mockups based on the preferences of the user— enabling designers to test multiple design variations without extensive manual effort, saving time and resources.

Scenario generation

Creating realistic user scenarios or stories is crucial for understanding user needs, challenges, and motivations. Generative AI can assist in generating these scenarios, enabling designers to conduct role-playing exercises or guide qualitative research. By immersing themselves in these scenarios, designers can gain deeper insights into user experiences.

Predictive analysis

Generative AI can predict future user needs or trends based on current and past data, enabling designers to adjust research strategies proactively. By leveraging AI-driven predictions, designers can anticipate user behaviour and tailor their designs to meet evolving user expectations.

Enhanced A/B testing

A/B testing is a common practice in UX research to compare different design variations. Generative AI can be utilised to quickly generate multiple design variations for split testing to provide more granular insights into user preferences. As a result, allows designers to gather data-driven insights and make data-informed design decisions.

Content generation

Content creation is a crucial aspect of UX design, and generative AI can automate this process. Generative AI can be exploited to automatically generate content, such as text or images, tailored to user personas. By leveraging AI-generated content, designers can enhance user engagement with dynamic and relevant materials.

Enhanced survey and questionnaire design

Surveys and questionnaires are valuable tools for gathering user feedback. Generative AI can be leveraged to ‘synthetically’ generate survey questions to give the UX researcher ideas on questions to ask as well as optimising the survey flows. Furthermore, Generative AI can be used to test run your survey questions, predicting if survey takers would understand your survey questions easily. Finally, Generative AI can also be helpful when it comes to crunching the numbers, analysis and providing report summary ideas.

Accessibility improvements

Designing accessible products is essential for ensuring inclusivity, and generative AI can help improve accessibility by generating alternative content formats, such as audio descriptions for images. This ensures a more inclusive user experience for all demographics, regardless of their abilities.

Innovative design solutions

Generative AI encourages designers to explore novel design solutions that might not be immediately obvious to human designers. By pushing the boundaries of traditional design thinking, generative AI opens up new possibilities and fosters innovative approaches to problem-solving.

Also read: How you can use Generative AI tools & applications for your research workflow


Generative AI has emerged as a transformative force within the realm of UX research, ushering in a new era of possibilities.

With its remarkable capacity to mimic user behaviours, fabricate content, and elevate the intricacies of design workflows, it bestows upon designers an array of infinite potentials.

It facilitates UX designers to amplify their research endeavours, refine their design blueprints, and curate bespoke user interactions.

Nonetheless, it’s crucial to bear in mind that generative AI should be regarded as a collaborator, augmenting and enriching human expertise rather than rendering it obsolete. The quintessential human elements of touch, creativity, and analytical thinking embedded within UX researchers remain irreplaceable, forming the bedrock of deciphering user requirements and sculpting unparalleled user journeys.

Therefore, the latent capabilities of generative AI warrant earnest consideration.

Embrace this technological tide, and let it bestow you with the authority to forge exceptional user experiences that captivate and engross your intended audience.

In today’s technology-driven landscape, both human ingenuity and generative AI will be invaluable to deliver better user experience to customers.

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