August 13, 2025
The Rise of Intent-based UI: How AI is Creating Proactive Digital Experiences
My favourite online bookstore disappointed me for the second time this month by sending me my order in poor packaging that almost damaged the books inside. I asked ChatGPT for a strong letter of complaint that I could send. The note, when I read it, did sound a tad too harsh to send to what was my favourite bookstore after all. I responded to ChatGPT with “tone it down” and instantly had the perfect note to send to the bookstore.
It had taken me less than two minutes to go from wanting to complain to finding the perfect way to do it – and all I had done was share my intent with ChatGPT – first, that I wanted a note of strong complaint for books sent to me poorly packaged and the second time, clarifying that I wanted the letter toned down. I hadn’t issued detailed or explicit instructions. I simply told the system what I wanted, not how to do it, and AI delivered.
That’s the fundamental transformation that all digital interfaces are undergoing – no explicit commands and deliberate navigation; It’s a new paradigm that interprets intent by reading user signals, contextual behaviours, along with environmental factors to anticipate and fulfill user needs. And intent-based UI is transforming experiences across industries. For example:
E-commerce
Platforms like Amazon’s gen AI powered shopping assistant Rufus understand shopper intent, to make personalized recommendations and guide purchases based on desired outcomes, rather than lean on keywords used to search for goods in the store. Rufus is an expert shopper’s aide trained on Amazon’s product catalog and information from across the web including customer reviews and community Q&As. It can answer customer questions on shopping needs, products, comparisons, make recommendations based on their specific context, and facilitate best matching product discovery with almost human-like receptiveness.
Healthcare
There’s also emerging cooperation between gesture control technology and AI – where gesture recognition systems are becoming more sophisticated, capable of understanding nuanced movements with greater context and accuracy. These are systems that adapt and learn from user interactions, tailoring responses to the individual’s preferences and habits, and thereby eventually tailoring response to intent. Touchless technology in the healthcare space, like gesture-based controls that respond to intent in operating rooms, for example, minimize needless contact and reduce contamination risk.
Automotive
AI-powered UI in self-driving cars utilize advanced algorithms and machine learning to predict driver intent based on past behavior and real-time data, offering features like suggesting optimal routes. These systems learn from driver habits, traffic patterns, and road conditions to optimize travel time and transform the overall driving experience.
And across industries, intent-based chatbots, powered by AI, are getting better at understanding natural language queries and providing ready assistance and guidance, greatly improving customer satisfaction. AI is also personalizing user interfaces based on preferences, habits, and behaviour, to create dynamic and tailored experiences. For example, enterprise software providers are revolutionising workplace productivity through intent-driven design.
Gen AI is automating the creation and customisation of these interfaces, marking the process with ease of iteration – much like my experience with ChatGPT generating and then altering my note in a minute.
Intent-based UI represents a significant advancement in digital accessibility.
By anticipating user needs and proactively offering assistance, these interfaces reduce cognitive load and navigation complexity—particularly beneficial for users with disabilities or those less comfortable with technology. Voice-activated interfaces that predict follow-up commands, visual interfaces that automatically adjust contrast based on environmental lighting, and navigation systems that learn individual user preferences all exemplify how intent-driven design creates more inclusive digital experiences.
The reduction of digital friction extends beyond accessibility to general usability. When interfaces anticipate next steps, pre-populate forms with contextually relevant data, and eliminate unnecessary navigation, the overall user experience is naturally more fluid and satisfying.
The technology that’s making it real
The proliferation of intent-driven UI has been accelerated by the convergence of low-code development platforms and accessible AI analytics tools. Platforms like Microsoft Power Platform, Salesforce Lightning, and Google AppSheet enable organisations to rapidly prototype and deploy AI-enhanced interfaces without extensive technical expertise.
These platforms integrate machine learning models, behavioural analytics, and real-time data processing to create responsive interfaces that adapt based on user patterns. This democratisation of AI tools means that UX designers and business analysts can now implement sophisticated predictive interfaces without deep technical knowledge.
Advanced analytics platforms such as Adobe Analytics, Mixpanel and Amplitude, provide crucial behavioral intelligence that powers intent prediction. And cloud-based AI services offer the computational infrastructure to process user signals in real-time. The potent confluence is making it possible for users to not have to think of digital interfaces – because these interfaces are now starting to think for them!
And we navigate an era where user expectations for personalised, intuitive experiences continue to escalate. The most successful companies will be those that embrace the shift from command-driven to intent-driven design, creating digital experiences that are not just functional, but truly intelligent companions in users’ daily journeys.
