Beyond UX, It's AX

Just like UX changed user experience, AX (AI Experience) changes brands

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AI is here, but customers are still frustrated

In the 1990s, when Don Norman coined the term 'User Experience (UX)', it became more than just interface design—it became a new discipline covering all human interactions with products. Over the past 30 years, UX has become the standard for digital products, and having 'good UX' is now a given.

Now we're in the age of AI. With generative AI like ChatGPT, Claude, and Gemini, we don't just click buttons—we 'converse' and 'collaborate' with AI. Yet many AI products still require users to adapt to the AI. They need to learn prompt engineering, ask questions in specific ways, and understand AI's limitations. This is like products before the UX era. AX (AI Experience) solves this problem by adapting AI to humans.

What is AX?

AI Experience is AI optimized for humans

If UX is design for users, AX is AI for users. AI understanding human language, grasping context, and responding in the brand's tone. That's AX.

User Experience

Human-centered design
Usability improvement
Essential for every product

AI Experience

AI optimized for humans
Intelligent interaction
Essential for every AI

Learn more about AX

What We Do

Creating AX-centered digital experiences

Website Development

Not just pretty websites, but websites that convert visitors into customers

Responsive design & modern tech stack
Custom design tailored to your brand
Easy content management with admin panel

AI Chatbot

Creating AI assistants that reflect your brand's tone and actually help users

Auto-learning from company documents and FAQs
Reflects brand tone and manner
Conversation analysis & continuous improvement

AX Consulting

Diagnosing existing AI from an AX perspective and providing improvement strategies

Current AI experience diagnosis & analysis
Prompt engineering & optimization
A/B testing & performance measurement strategy

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Real Case Study

Terraeg: Geoscience technology platform that realized 24/7 customer support with AI chatbot

Challenge

Terraeg is a geoscience technology company. The challenge was effectively communicating complex technical terms and specialized information to customers. Inquiries came in even outside business hours but couldn't be answered immediately, and a platform was needed to systematically manage and effectively present their extensive project portfolio, equipment inventory, and technical materials to potential clients.

Solution

Built a RAG (Retrieval-Augmented Generation) based AI chatbot as a core feature. All company documents, project portfolios, and technical materials were stored in a vector database and integrated with OpenAI API to provide accurate responses. Next.js 15 and React 19 ensured excellent performance and SEO, and multilingual support (Korean/English) enabled global customer service.