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.”