What is AX?
Just as UX changed design, AX redefines human-AI interaction
AX stands for AI Experience
When Don Norman coined the term 'User Experience (UX)' in the 1990s, 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. Adapting AI to humans—that is AX.
UX vs AX
User Experience
- Human-centered design
- Intuitive interfaces and clear feedback
- Essential for every digital product
AI Experience
- AI understanding human intent and responding naturally
- Context-aware and personalized interaction
- Essential for every AI product
Why AX Now?
1. AI is now a conversational interface
Past software consisted of buttons, menus, and forms. UX optimized these elements. But AI communicates in natural language. The biggest barrier for users is 'what to say'. AX makes AI understand vague user questions, grasp intent through follow-up questions, and answer in the way humans want.
2. AI is becoming part of the brand
Most websites now have chatbots. But few are true AI chatbots. Most just follow scenarios or connect to support agents. Users get frustrated. A chatbot with good AX reflects the brand's tone, understands user emotions, and provides actually helpful answers. Chatbots are no longer a 'nice-to-have' feature, but the core of the brand experience.
3. Good AX is a competitive advantage
AI technology itself is now available to everyone via APIs. But creating a 'good' AI experience is different. Technology is open, but utilizing it properly is rare. Understanding what users want, tuning AI to fit the brand, and continuously improving—this is AX, and this creates competitive advantage.
Real Examples of AX
Good AX makes users unaware of the AI
Corporate Website Chatbot
When a visitor asks 'What is the price?', instead of just showing a price list, it asks 'What kind of project are you considering?' and presents a customized estimate.
Internal Knowledge Base
When an employee asks 'How do I apply for leave?', it searches internal documents to explain the exact process and provides a link to the application form.
Education Platform
If a student says 'I don't understand this concept', it explains it differently, shows related examples, checks understanding, and then moves to the next step.
Experience AX Yourself
Check out the AX we implemented in the Terraeg project, or start your own project