Invisible Users, Invisible Interfaces: Accelerating Design Iteration with AI Simulation - Alex Liss

The genAI explosion has flipped classic software design on its head. Instead of building invisible interfaces, experiences so intuitive they feel second nature, we’ve seen a flood of awkward chatbot overlays and bolt-on features that confuse more than they help. But what if AI could be part of the solution? The path back to seamless design lies in using AI not as a feature, but as a tool for design itself. Through invisible users, like Intelligent Twins for AI-driven audience simulations, and computer use agents for visual evaluation, designers can accelerate needfinding and test interface concepts at scale. This session will explain that by simulating how diverse users experience new interactions, teams can anticipate user needs, reduce friction, and build great interfaces faster. Don’t bolt-on genAI features to existing products and tell people its magic – use AI to design software that actually feels like magic.