I’m really interested in this emerging idea that the future of web design is Generative UI Design. We see hints of this already in products, like Figma Sites, that tout being able to create websites on the fly with prompts.

Putting aside the clear downsides of shipping half-baked technology as a production-ready product (which is hard to do), the angle I’m particularly looking at is research aimed at using Generative AI (or GenAI) to output personalized interfaces. It’s wild because it completely flips the way we think about UI design on its head. Rather than anticipating user needs and designing around them, GenAI sees the user needs and produces an interface custom-tailored to them. In a sense, a website becomes a snowflake where no two experiences with it are the same.

Again, it’s wild. I’m not here to speculate, opine, or preach on Generative UI Design (let’s call it GenUI for now). Just loose notes that I’ll update as I continue learning about it.

### Defining GenUI

Google Research (PDF):

Generative UI is a new modality where the AI model generates not only content, but the entire user experience. This results in custom interactive experiences, including rich formatting, images, maps, audio and even simulations and games, in response to any prompt (instead of the widely adopted “walls-of-text”).

NN/Group:

A generative UI (genUI) is a user interface that is dynamically generated in real time by artificial intelligence to provide an experience customized to fit the user’s needs and context.

UX Collective:

A Generative User Interface (GenUI) is an interface that adapts to, or processes, context such as inputs, instructions, behaviors, and preferences through the use of generative AI models (e.g. LLMs) in order to enhance the user experience.

Put simply, a GenUI interface displays different components, information, layouts, or styles, based on who’s using it and what they need at that moment.

Credit: UX Collective

### Generative vs. Predictive AI

It’s easy to dump “AI” into one big bucket, but it’s often distinguished as two different types: predictive and generative.

| | Predictive AI | Generative AI | | --- | --- | --- | | Inputs | Uses smaller, more targeted datasets as input data. (Smashing Magazine) | Trained on large datasets containing millions of sample content. (U.S. Congress, PDF) | | Outputs | Forecasts future events and outcomes. (IBM) | New content, including audio, code, images, text, simulations, and videos. (McKinsey) | | Examples | ChatGPT, Claude | Sora, Suno, Cursor |

So, when we’re talking about GenAI, we’re talking about the ability to create new materials trained on existing materials. And when we’re talking specifically about GenUI, it’s about generating a user interface based on what the AI knows about the user.

### Accessibility

And I should note that what I’m talking about here is not strictly GenUI in how we’ve defined it so far as UI output that adapts to individual user experiences, but rather “developing” generated interfaces. These so-called AI website builders do not adapt to the individual user, but it’s easy to see it heading in that direction.

The thing I’m most interested in — concerned with, frankly — is to what extent GenUI can reliably output experiences that cater to all users, regardless of impairment, be it aural, visual, physical, etc. There are a lot of different inputs to consider here, and we’ve seen just how awful the early results have been.

That last link is a big poke at Figma Sites. They’re easy to poke because they made the largest commercial push into GenUI-based web development. To their credit (perhaps?), they received the severe pushback and decided to do something about it, announcing updates and publishing a guide for improving accessibility on Figma-generated sites. But even those have their limitations that make the effort and advice seem less useful and more about saving face.

Anyway. There are plenty of other players to jump into the game, notably WordPress, but also others like Vercel, Squarespace, Wix, GoDaddy, Lovable, and Reeady.

Some folks are more optimistic than others that GenUI is not only capable of producing accessible experiences, but will replace accessibility practitioners altogether as the technology evolves. Jakob Nielsen famously made that claim in 2024 which drew fierce criticism from the community. Nielsen walked that back a year later, but not much.

I’m not even remotely qualified to offer best practices, opine on the future of accessibility practice, or speculate on future developments and capabilities. But as I look at Google’s People + AI Guidebook, I see no mention at all of accessibility despite dripping with “human-centered” design principles.

Accessibility is a lagging consideration to the hype, at least to me. That has to change if GenUI is truly the “future” of web design and development.

### Examples & Resources

Google has a repository of examples showing how user input can be used to render a variety of interfaces. Going a step further is Google’s Project Genie that bills itself as creating “interactive worlds” that are “generated in real-time.” I couldn’t get an invite to try it out, but maybe you can.

In addition to that, Google has a GenUI SDK designed to integrate into Flutter apps. So, yeah. Connect to your LLM provider and let it rip to create adaptive interfaces.

Thesys is another one in the adaptive GenUI space. Copilot, too.

### References

• Figma Sites • “Do Not Publish Your Designs on the Web with Figma Sites…” (Adrian Roselli) • “Generative UI: LLMs are Effective UI Generators” (Google Research, PDF) • “Generative UI and Outcome-Oriented Design” (NN/Group) • “An introduction to Generative UIs” (UX Collective) • “A Simple Guide To Retrieval Augmented Generation Language Models” (Joas Pambou) • “Generative Artificial Intelligence: Overview, Issues, and Considerations for Congress” (U.S. Congress, PDF) • “Generative AI vs. predictive AI: What’s the difference?” (IBM) • “What is generative AI?” (McKinsey & Company) • “Introducing: Webbed Sites” (Heydon Pickering, Video) • “Publish your designs on the web with Figma Sites” (Figma) • “Figma Sites on Starter and Education, with more ways to share, customize, and expand your reach for Sites” (Figma) • “Improve the accessibility of your site” (Figma Learn) • “ Accessibility Has Failed: Try Generative UI = Individualized UX” (Jakob Nielsen) • “Hello AI Agents: Goodbye UI Design, RIP Accessibility” (Jakob Nielsen) • “The People + AI Guidebook” (Google) • Project Genie (Google Labs)\\ • “Get started with the GenUI SDK for Flutter” (Flutter Docs)