The Death of the User: UX in a Fully Personalised World
UX has always been about finding patterns—designing shared experiences that meet the needs of many. But what happens when every experience is tailored, generated, and optimised for one? As AI accelerates hyper-personalisation, the idea of “the user” as a shared archetype starts to dissolve. This talk explores what happens to UX when there’s no shared experience left to design. What does it mean to design when: * Every interface is unique? * Every customer journey is generated on the fly? * Every person engages with an entirely different product? We’ll look at how this shift is already emerging—across content, services, and interfaces—and explore the ethical, strategic, and cultural implications.
If you've ever wondered what we’re still designing when the algorithm does the rest—this talk is for you. This talk is also for designers, researchers, strategists, and product people who are curious (and maybe a little uneasy) about how AI is changing the way we think about users, journeys, and value.
Whether you’re already working with AI tools or just wondering what comes next, this talk will help you reframe your role in a fast-shifting landscape—and consider what it means to design with integrity, creativity, and care in the absence of “the average user.”
Tori Sanderson
Tori Sanderson GAICD is Managing Director & CEO of Avian, a boutique consultancy specialising in bringing HCD thinking to products, environments and teams. Tori is a sought‑after product and leadership strategist, with 20 + years’ experience spanning government, tech, retail, healthcare and NFP sectors. She’s steered award‑winning digital programmes and guided major brands and organisations through complex transformation and capability‑building. A regular speaker at Web Directions and Women in ICT events, Tori delivers clear, practical insights on digital strategy, service design, and building high‑performing teams.