Effective AI: how to choose the right generative AI features

Generative AI is redefining how people interact with technology—and how companies build products.

But with the pressure to innovate fast, many teams are struggling to choose the right AI features, test them effectively, and create experiences customers actually trust.

This report reveals how top tech and digital leaders are turning AI ambition into adoption. You’ll learn how to identify the right use cases, balance automation with human understanding, and validate every feature before launch—so your AI feels intuitive, credible, and valuable.

You’ll discover how to:

• Identify customer needs and validate real-world use cases for AI
• Design AI interfaces that feel conversational, not confusing
• Create product personalities that inspire confidence and trust
• Balance speed and accuracy to deliver consistent results
• Test and iterate fast to reduce risk and accelerate time to market

See how innovators like Amazon Web Services, Deezer, and BT Group used UserTesting to refine their AI products—improving engagement, reducing support requests, and boosting customer satisfaction by up to 75%.

AI is powerful—but only when it’s human-centered.

Get the guide and learn how to build the right generative AI features—fast, confidently, and with your users in mind.