The value of UX by Benedikt Salzbrunn

Benedikt Salzbrunn emphasizes that user experience (UX) delivers critical value across sectors—from safety-critical environments (like medical systems) to competitive digital products (apps, websites, services). He highlights that technology in itself does not create value unless it fulfills actual user needs, whether to minimize risks in sensitive contexts or to delight and retain customers.

He notes that successful UX ensures products are fluent, enjoyable, and recommendable, ultimately making them more competitive. Graduates and professionals in UX work across agencies, startups, large software companies, and public organizations, always focusing on aligning applications with user expectations.

Regarding AI, Benedikt believes that while AI can support research, design, and creativity, it cannot replace specialized UX professionals. Roles in UX—researchers, designers, managers—will evolve but will not disappear. He stresses caution when using AI, especially in handling sensitive data and meeting regulations like GDPR. AI should be seen as a competent colleague, not a full-service replacement.

In essence, UX remains essential to creating meaningful, safe, and competitive digital products, and investing in UX expertise—whether human or AI-augmented—is crucial for any organization.