Awkward Silences #180 - What to Fix in '26 with Maria Rosala of NN/g & John Whalen of Brilliant Experience
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Jan 6, 2026 
Maria Rosala, Director of Research at Nielsen Norman Group, and John Whalen, Founder of Brilliant Experience, share insights on the future of UX research and AI. They discuss the rising pressures of AI on research speed and inclusivity, emphasizing the need for governance in AI tool implementation. The duo also explores the concept of synthetic users for ideation while cautioning against their limitations. Hiring advice for new researchers highlights the importance of critical thinking and communication skills, as they predict a collaborative future between AI and human researchers.
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AI Lowers Time And Cost Barriers
- AI tools create pressure to deliver research faster and at larger scale.
- They also enable inclusive, multilingual work and cheaper studies when used thoughtfully.
Try AI Interviewers Before Deciding
- Experiment with available AI features like AI interviewers to learn their strengths and limits.
- Use that experience to advise stakeholders whether an AI-moderated study is appropriate.
Validate AI With Known Data
- Learn better prompting and test AI moderation to see participant experience and follow-up quality.
- Compare AI summaries to interviews you already know to evaluate accuracy.