Generative AI continues to transform industries by generating content, insights and recommendations. However, Generative UI is taking AI a step further by shaping the parts of the product users see and interact with every day. ChatGPT and other prompt based tools are great, but they often fall short at facilitating action. In this article, we’ll explore the potential of Generative UI, its challenges, and practical steps for product managers.
Generative UI is an AI-powered approach that builds or adjusts interfaces on the spot, using real-time data and context. Unlike traditional UIs with fixed designs, GenUI has the freedom and flexibility to fit each user’s needs. It can draw on a library of existing components, or it may generate unique elements as needed—allowing the interface to adjust seamlessly to what users need at any moment. For product teams, this opens new opportunities to create responsive, user-centred interfaces without extensive planning.
It can be viewed from two angles:
No-code platforms broaden the skill set of product managers without requiring years of training. This shift has significant implications for both product and design teams:
However, the benefits of these tools do come with challenges. They often require upfront investment in training, and the GenAI landscape is rapidly evolving. Advanced use cases may stretch the capabilities of these platforms. So the market leading tools now might not be the same next year.
One of the most impactful applications of GenUI is hyper-personalisation—tailoring interfaces based on individual user preferences, behaviours, and context. Today’s users expect personalisation, but GenUI supersedes this by enabling significant changes beyond content. By embracing the principles of the Jobs To Be Done (JTBD) framework, GenUI adapts the interfaces dynamically to users' current tasks, minimising distractions and irrelevant options.
Traditional systems often require admin teams to manage multiple configurations, but GenUI automates this process, presenting thousands of tailored ways to display the same information. Not only does this improve the user experience but reduces manual overhead.
Websites could shift content, layout, or navigation to suit a user's behaviour, rather than always following a fixed design template.
For example, a large retailer’s website could dynamically adjust the Product Details Page layout. A user shopping for a designer dress might see large images, size guides, and styling suggestions, while a customer buying lipstick would be presented with shade comparisons, virtual try-ons, and ingredients.
For example, in an insurance claims platform, the UI could adjust based on the type of claim being processed. An agent handling a simple vehicle damage claim would see a streamlined form and key details like vehicle information and repair costs, while a more complex life insurance claim might trigger additional fields for medical history and beneficiary details.
While the promise of GenUI is exciting, it also introduces complexity. Teams must be mindful of how these personalised experiences affect other functions within the business and other longer term implications.
A starting point would be to devise guidelines the LLM has to follow, whether it’s a style guide, a component library or even a fixed range of templates to choose from. Additionally, investigate how might support agents get better visibility of what the end user sees. It’s essential not to forget the basic product principles around stakeholder engagement.
Here’s how Product Managers can begin their GenUI journey, depending on their level of expertise.
For beginners: Practical first steps
For advanced product managers: Scaling GenUI
The transition from GenAI to GenUI is a pivotal moment for product managers aiming to enhance user experiences. It empowers teams to design adaptive interfaces that meet individual needs, but it’s not without its challenges. Balancing personalisation carefully with usability is key. Those who commit to GenUI will not only enhance their product offerings but will also become leaders in user-centric design. Start your GenUI journey today and stay ahead of the curve.
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