Does UX still matter in the age of AI? Absolutely.

I recently took OpenAI’s ChatGPT Operator for a spin—a pretty slick AI agent designed to autonomously complete tasks online. My first test was straightforward: order a customized salad from Sweetgreen. It nailed the task effortlessly, taking me from customizing my order right through checkout without any manual intervention. Impressive stuff, and clearly an indication of where AI-driven experiences are headed.

Encouraged by that success, I decided to see how it handled something more complex: navigating typical business software like Unanet and Notion. That’s when things took a sharp turn. The AI stumbled through complicated interfaces, got lost in confusing navigation, and ultimately couldn’t complete even simple tasks. It was a stark reminder of how crucial intuitive user experiences are—now more than ever.

Here’s why: AI agents are becoming everyday "users" of our software. They're designed to automate tasks, but their effectiveness relies heavily on clear, well-designed interfaces.

If your UX design confuses human users today, it's going to completely derail automated processes tomorrow.

Poor UX isn't just annoying—it directly impacts your bottom line. Studies show businesses lose up to 35% of potential revenue due to frustrating user experiences. Even worse, about a third of customers say they'll abandon a brand after just one bad interaction.

The takeaway is clear: great UX design isn’t a luxury—it’s essential. Businesses that prioritize intuitive, user-friendly interfaces today will thrive in an increasingly automated future. Those that neglect UX are simply creating hurdles for their customers (human and AI alike), risking lost revenue, client frustration, and long-term loyalty.

So next time you’re evaluating your digital products, think about this: Would an AI agent breeze through your website or app, or would it hit roadblocks and fail to deliver?

I’d love to hear your experiences—have you seen AI struggle with poor UX yet?