Adding AI to a website or application is not automatically a product strategy. The interface still needs clear user intent, understandable states and predictable paths through the experience.
The best AI interactions reduce complexity at the exact moment a user needs help. They summarize, suggest, search, transform or automate — but they also make it clear what happened and what the user can do next.
Design therefore has to include confidence, feedback, loading, correction and handoff states. These are not secondary details; they are part of the product promise.
A useful AI product feels less like a feature showcase and more like a well-designed service with intelligence inside it.
Technology can expand the range. Taste, context and craft still decide what should remain.