by AI Is Not Replacing UX — It Is Changing What UX Values: The Future of UX Design in the Post-Screen Era
For years, UX teams focused on designing screens — improving interfaces, refining flows, and making digital experiences easier to use. But as AI, conversational systems, and ambient technologies reshape how people interact with products, the role of UX is starting to change with them.
Ahead of UX360 Europe 2026, Jorge Márquez Moreno, Head of Experience Design & Research and Managing Director at NTT Data Europe and Latam, explores what this “post-screen era” means for UX leaders, researchers, and organisations.
Rather than framing AI as a threat to UX, the discussion uncovers a deeper transformation — one that challenges how the industry creates value, approaches research, and defines the future role of design itself.
Watch the full conversation:
The Interface Is No Longer the Main Event
As conversational systems, automation, and ambient technologies become more embedded in everyday experiences, interaction starts happening in less obvious ways — through systems, behaviors, recommendations, and invisible decision-making layers.
That changes the role of UX significantly. The challenge becomes less about arranging screens and more about understanding how people experience technology when the interface itself fades into the background.
The Competitive Advantage Shifts Toward Interpretation
As AI accelerates production and execution, many of the traditional outputs associated with UX become easier to generate. What becomes harder — and therefore more valuable — is understanding context.
The conversation points toward a future where research, behavioural understanding, and interpretation become the real differentiators – not simply gathering insights, but helping organisations understand what changing user behaviour actually means in environments shaped by AI, automation, and constant technological adaptation.
Why UX Influence Starts to Matter More Than UX Output
The discussion also reflects a broader repositioning happening inside organisations. UX is increasingly expected to contribute beyond product execution and interface improvement. The expectation now is influence — helping businesses navigate uncertainty, align decisions, and understand the human implications of technological transformation.
In that environment, the future role of UX becomes less operational and more strategic. The teams creating the most impact may not be the ones producing the most deliverables, but the ones best able to connect human understanding, technology, and organisational direction.
Watch the full conversation
These shifts — from output to influence, from screens to systems, from delivery to decision-making — are reshaping what UX leaders are expected to bring to the table. They are also the questions UX360 Europe 2026 is built around.
Making UX Research Count at the Decision Level
For UX and research leaders, the focus is shifting from delivery to influence—ensuring insights shape decisions, not just inform them.
UX360 Europe 2026 brings together senior leaders working at that level. This is where leading organisations apply research to guide product strategy, examine case studies grounded in execution, and gain frameworks that link UX work directly to measurable business outcomes.
Topics include:
- Design in the Post-Screen Era: When the Interface Disappears, What’s Left of Design?
- Phoenix Rising: UX Research Reborn as Transformational Power
- The Enterprise UX Survival Kit: Orchestrating UXR/D in Decentralised Organisations
- Improvise to Empathize: Harnessing Your Human Superpowers
- What Exactly Does “Strategy” Really Mean, and How Does UX Research Shape It?
Connect with peers facing similar challenges and learn innovative methods and cutting-edge strategies from DHL, Google, Airbus, Nestlé, mercedes-benz.io, Mastercard, Volvo Cars, and more.
If you work in or with UX, research, or product teams, this is directly relevant to your role.
📍UX360 Europe 2026 | June 23–24 | Berlin, Germany
🎟️ Less than a month to go: explore the agenda →
