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Leveraging Human-Centered AI for Gen AI Experiences

February 3, 2025

In today’s rapidly evolving digital landscape, the integration of artificial intelligence (AI) into user experiences is becoming increasingly prevalent. As UX professionals, we believe that understanding and leveraging human-centered AI (HCAI) is paramount in creating AI systems that are not only innovative but also ethical, inclusive, and put the human user first. Augmenting rather than replacing humans is a critical goal of HCAI. By focusing on ways in which humans can interact and collaborate with AI in an ethical manner, we can ensure that the intent of AI-driven technologies is to work for people rather than replacing them.

This article in our series on UX research (UXR) for GenAI delves into the principles of HCAI that are most applicable to UX research and provides practical insights on how to apply them when designing and researching AI experiences. Understanding and using these principles can help you to understand how to create ethical AI experiences that both are human centered and make AI work for humans.

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What Is Human-Centered AI?

Human-centered AI (HCAI) is a multidisciplinary field of study that combines principles from AI, human-computer interaction (HCI), and cognitive psychology to design AI systems that prioritize human values and experiences. HCAI has been gaining traction over the past decade as UX researchers and other UX professionals recognize the importance of creating AI technologies that are not only powerful but also ethical, transparent, and user friendly. By focusing on the human aspect of AI, HCAI aims to bridge the gap between advanced AI capabilities and the real-world needs of users, ensuring that AI systems enhance rather than hinder human interactions.

Because of the connection between the adoption of AI experiences and products and their degree of human-centeredness, UX professionals and their peers in other disciplines are increasingly studying and discussing to the field of HCAI. Plus, HCAI focuses on the ethical, transparent, and inclusive aspects of the design of AI experiences, which relate to the broader social, ethical, cultural, environmental, and even legislative impacts of AI technologies.

Although experts across relevant fields continue to debate and augment the core HCAI principles, certain principles are emerging as those that are consistently relevant to the framework of HCAI. The intent of these HCAI principles is to ensure that we develop and deploy AI systems in ways that prioritize human needs, values, and well-being. While there are many aspects to HCAI, the key HCAI principles on which UX researchers focus involve the following:

  • human empowerment and augmentation—The foundation of HCAI is defining the goal as augmenting humans rather than replacing them. Therefore, HCAI seeks to empower users by creating systems that collaborate with them and, thus, improve meaningful outcomes for humans.
  • ethical considerations—Central to HCAI is the importance of ethical design. We must design and use AI in ways that are ethical and responsible. This includes addressing potential biases, ensuring fairness, and preventing harm.
  • transparency and explainability—AI systems should be understandable and explainable to users. This means providing clear information about how the AI works, how it makes decisions, and what data it uses in doing so.
  • fairness and inclusivity—AI systems should be accessible and usable by diverse user groups. Thus, they must consider people’s different needs, abilities, and cultural backgrounds. This principle emphasizes the importance of designing for all users, not just a subset of them.
  • user involvement—We must actively involve users in the design and development of AI systems. This helps ensure that the AI meets users’ needs and expectations and enables continuous improvement on the basis of user feedback.
  • accountability—Mechanisms should be in place to hold AI systems and their developers accountable for their actions and decisions. This includes establishing processes for addressing issues and ensuring compliance with ethical standards.
  • privacy and security—AI systems should respect user privacy and protect users’ personal data. This involves implementing robust data-protection measures and being transparent about data usage.
  • empathy and understanding—We must design AI systems with empathy, considering their emotional and psychological impact on users. This principle focuses on creating positive, supportive user experiences.
  • continuous feedback and improvement—We must continuously monitor and improve AI systems on the basis of user feedback and performance metrics. This ensures that the AI remains effective and relevant over time.

Why Is HCAI Relevant to UX Researchers Focusing on GenAI Experiences?

For UX professionals, HCAI represents an opportunity to integrate AI into our existing user-centered research and design practices, while maintaining the human element at the core of our work. For many UX professionals whose training was in human-centered design, HCAI is a natural extension of the discipline and feels familiar because it applies a similar goal and approach to all human-AI interactions. HCAI is particularly relevant when we’re working on generative AI (GenAI) experiences and will be even more so as we shift our focus to agentic AI experiences. GenAI and agentic AI have the potential to revolutionize user interactions by creating dynamic, personalized, engaging user experiences that eliminate tedious, mundane tasks. However, without a human-centered approach, these technologies could lead to user frustration, mistrust, and even harm. By integrating HCAI principles, UX professionals can ensure that they design GenAI systems ethically and with empathy, inclusivity, and users’ well-being in mind.

Plus, UX professionals are most likely to appreciate that an existing body of knowledge and research supports our understanding of how, when, and why HCAI is important. This lets UX professionals leverage existing methods from HCAI to study AI experiences and, thus, continuously learn from users as we develop new experiences using AI technology. Our understanding of HCAI frameworks should remain fluid as UX professionals stand poised to hugely impact the learning and understanding of HCAI principles by our peers on product teams, by providing a strong background of research and theory to support our recommendations and points of view. Leveraging our existing knowledge, using HCAI frameworks, and integrating our learnings from UX research is a recipe for success.

Finally, we can extend the principles of HCAI, giving us an opportunity to understand the heuristics that we must consider in evaluating a good human-centered AI experience, then begin evaluating AI experiences and products using these heuristics. In the absence of a formal, empirically backed framework comprising a shared set of HCAI heuristics for evaluating AI experiences, the multidisciplinary field of HCAI offers the best foundation for evaluating and assessing the human-centeredness of the AI technologies we’re applying to various human-interaction paradigms.

Applying HCAI to Your UX Research Efforts

Applying HCAI to your UX research involves several steps, many of which are already part of our process but deserve greater consideration because of their new importance within the domain of AI experiences. The key is to understand relevant HCAI principles and integrate them with all the actions you’re already taking. Consider the following list of steps that are already part of your process and how you could use HCAI principles to guide your conversations and in driving and conducting UX research, ensuring that AI experiences truly augment humans’ work.

  1. Empathize with users. Conduct thorough user research to understand users’ needs, painpoints, and expectations. Use your findings to guide AI design decisions.
  2. Design iteratively. Develop AI systems iteratively, testing and refining them based on user feedback and usability testing.
  3. Engage in cross-functional collaboration. Work closely with AI developers, data scientists, and other stakeholders to ensure that you integrate human-centered principles throughout the development process.
  4. Review AI systems’ ethical characteristics. Regularly review AI systems’ ethical considerations, addressing any biases or potential harms that could arise, especially because of data access or model design.
  5. Evaluate experiences through an HCAI lens. Review all designs and experiences through the lens of HCAI. For example, ensure that users know they are interacting with an AI, not another human being, bringing in opportunities for explicit feedback and contestability. Ensure that you employ user data in an ethical manner and convey that to users.

Conclusion

As UX professionals, by understanding and leveraging HCAI principles, we have the unique opportunity to shape AI experiences into products that truly serve and empower humans. By embracing these values, we can design ethical, inclusive, trustworthy, and meaningful experiences, ensuring that we use AI for humans—to augment and enhance their capabilities—not to replace them. 

HCAI Resources

Here are some valuable resources to help you dive deeper into HCAI.

ServiceNow. Responsible AI Guidelines 2024: A Practical Handbook for Human-Centered AI.

McKinsey. “Human-Centered AI: The Power of Putting People First.”

IBM. “What is human-centered AI?

Stefan Schmager, Ilias Pappas, and Polyxeni Vassilakopoulou. “Defining Human-Centered AI: A Comprehensive Review of HCAI Literature.” Madrid: 15th Mediterranean Conference on Information Systems (MCIS) and 6th Middle East & North Africa Conference on Digital Information Systems (MENACIS), September 2023.

Forbes. “Breaking Down the Dichotomy Between AI and Human-Centered Design.”

Senior UX Research Manager, AI/ML, at ServiceNow

Ogden, Utah, USA

Katie SchmidtAfter graduating with a Master’s in Experimental Psychology and publishing in the field of psychology and law, Katie began her UX career at Northrop Grumman where she was a lead UX researcher for enterprise experiences. She helped form the first team for enterprise UX at the company, then went on to manage several cross-functional teams focusing on internal and external products and experiences. Katie joined ServiceNow in 2022 as the manager for the Artificial Intelligence/Machine Language (AI/ML) UX Research team. Under her leadership, the team has grown in size and business influence, participating in history-making product roll outs for Generative AI. Her team has also emerged as a strong voice for the role of UX research in responsible AI and human-centered AI ethics. Katie values transparency, human connection, and loyalty as both a people leader and a voice in the field of AI.  Read More

Senior UX Researcher, AI/ML, at ServiceNow

Montreal, Quebec, Canada

Hayley MortinAs a Senior UX Researcher on the Platform Artificial Intelligence/Machine Language (AI/ML) team at ServiceNow, Hayley started her journey in AI working as a Data Annotator, where she learned about the AI development lifecycle while creating datasets for training computer vision. This foundational experience paved the way for her transition into UX Research, a move that was inspired by her academic background in Psychology and Behavioral Science. Today, she focuses on understanding how users perceive and approach adopting AI/ML technologies, and she explores ways to build trust with users through explainable AI design.  Read More

Manager & Strategist of AI UX Research at ServiceNow

San Diego, California, USA

Jessa AndersonJessa has over 15 years of experience researching human behaviors and needs, with a PhD in Health & Human Behaviors, and nearly five years focusing specifically on helping to understand the user experience of artificial intelligence (AI) in enterprise settings. She is a champion for humans and elevating the role of the human in the unique interplay between AI technology and users, across a variety of personas, from non-technical to highly technical. Outside of work, she is busy being a mom and soaking up the sun in San Diego.  Read More

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