AI in UX: Smart tool or creeping risk? Why Value Driven Design is becoming more important than ever

This is the second blog in a series on Artificial Intelligence and its impact on Service Design, UX Design, Visual Design and User Interface Design.

By now, we are several months on since the first blog on AI and UX. This time, we take a sober look at the less rosy sides and how a value-driven design process helps keep priorities sharp.

AI promises speed, but speed is not value

AI tools can generate wireframes, content or design variants in record time. That seems efficient. But speed does not automatically mean that the end result is valuable for users, organisations or other stakeholders. Right now, Value Driven Design is becoming more important than ever.

Value Driven Design reminds us what design is really about: contributing to concrete goals, for all stakeholders. Technology may accelerate the process, but it is up to people, designers and product owners, to ensure that the result actually adds value.

Blind spots and bias: when AI overlooks users

AI learns from existing data. But that data rarely reflects the full breadth of society. What is not visible in the training data does not become visible in the outcomes either. The risk? Designs that seem to work well, but imperceptibly exclude or disadvantage certain user groups.

Think of digital forms that remain confusing for the low-literate. Or interfaces that are not accessible to people with disabilities. Bias is rarely meant maliciously, but creeps into the process when you rely solely on AI.

Value Driven Design forces teams to consciously consider all users, not just the average one. It helps to test design choices for inclusion and relevance, and prevents AI from unintentionally contributing to a digital divide.

Technology has no sense and does not understand context

AI calculates, but does not understand. It has no inherent empathy, no sense of cultural differences or understanding of subtle user needs. Especially in complex environments, such as healthcare and public services (situations that revolve around basic security), human interpretation remains indispensable.

This is why Value Driven Design emphasises the importance of user needs at all levels, both mental and psychological. From translating strategy into design criteria, to testing prototypes with real users. AI does not replace what people apply subconsciously and almost automatically: context awareness, empathy and critical judgement.

AI and Value Driven Design: reinforcing, not replacing

AI's power lies in support: it eases repetitive tasks, speeds up analysis and offers variety. But deploying that power effectively and responsibly requires a clear framework. Value Driven Design provides just that. It structures projects from abstract (strategy) to concrete (design assets), with interim validation and room for adjustment.

In this way, technology remains a tool within the bigger picture; not the driving force behind choices that affect user experience and organisational value.

Conclusion: technology accelerates, but value demands people

AI has an undeniable impact on the field of UX. Those who sail blindly on technological promises risk putting speed before value. Value Driven Design helps avoid that pitfall. It provides structure, clarity and scrutiny at all levels of a project - with room for technology, but without losing sight of the human factor.

This blog is the second part in our series on AI and UX. In the first part, we looked at the opportunities and possibilities. This time, we deliberately highlighted the less rosy sides. Would you like to discuss AI or Value Driven Design further with us? Just get in touch with us.