Purpose – Artificial Intelligence has seen important growth in the digital area in recent years. Our aim is to explore possible guidelines that make use of AI advances to design good user experiences for digital products.

Method – The proposed methods to gather the necessary qualitative data to support our claim involve open-ended interviews with UX/UI Designers working in the industry, in order to gain a deeper understanding of their thoughts and experiences. In addition, a literature review is conducted to identify the knowledge gap and build the base of our new theory.

Findings – Our findings suggest a need to embrace new technological developments in favour of enhancing UX designers’ workflow. Additionally, basic AI and ML knowledge is needed to utilise these capabilities to their full potential. Indeed, a crucial area of impact where AI can augment a designer’s reach is personalization. Together with smart algorithms, designers may target their creations to specific user needs and demands. UX designers even have the opportunity for innovation as mundane tasks are automated by intelligent assistants, which broadens the possibility of acquiring further skills to enhance their work. One result, that is both innovative and unexpected, is the notion that AI and ML can augment a designer’s creativity by taking over mundane tasks, as well as, providing assistance with certain graphics and inputs.

Implications – These results indicate that AI and ML may potentially impact the UX industry in a positive manner, as long as designers make use of the technology for the benefit of the user in true human-centred practice.

Limitations – Nevertheless, our study presents its own unique limitations due to the scope and time frame of this dissertation, we are bound to the knowledge gathered from a small sample of professionals in Sweden. Presented guidelines are a suggestion based on our research and not a definitive workflow.