Rebuilding User Research

Synthetic users. Automated interviews. Idea-to-market cycles measured in days, not months. AI hasn't just sped up User Research — it's pulling at its foundations.

At Wise, the answer wasn't to chase every new AI tool. It was to rebuild the practice from first principles: first-hand research on how product development changes, distilled into insights, codified into future-proof tenets. The result is a shift from a linear research process to something closer to a loop — generating and excavating in parallel, running quick live experiments alongside fewer, more deliberate, capital-L Launches.

The biggest lesson so far? AI tools won't lead the change in UX Research. The changes which the practice actually needs come first — and those dictate which AI tools and workflows are worth adopting, not the other way around.

Dalia will share the initiatives, tools, and role changes the Wise UX Research team is working through right now, built on these new principles — what's working, what isn't, and what's next.

Real talk for ICs and leaders trying to navigate what AI means for User Research.