Gregg Bernstein argues that user researchers diminish their value by outsourcing their expertise to generative AI tools. He emphasizes the importance of human-centered research and warns against the pitfalls of accepting average results from AI, which can undermine quality and innovation in the field.

Generative AI, particularly in the form of digital twins, can enhance user research efficiency by simulating individual behaviors and preferences based on personal data. Digital twins can predict responses for specific individuals and reveal broader population trends, although ethical considerations surrounding consent and bias must be carefully addressed. As the technology evolves, it holds potential for transforming UX research practices.