Unveiling the invisible hand: how AI is reshaping web design 

By Laura Ruel, Associate Professor

Have you ever flipped through a magazine and become mesmerized by a stunning photo, only to wonder if it was crafted by human hands or the invisible touch of artificial intelligence (AI)? The same question might arise when encountering a captivating story or a website that appears flawlessly designed. These possibilities were swirling in my mind last fall as I embarked on teaching a web design course. 

The accessibility of AI tools for generating images, writing and design elements was readily apparent and the knowledge that entire websites could be built using AI seemed to be even more of a game-changer.  

Design students were wondering what this meant for them and their future careers. Would AI render their design skills obsolete?  

Driven by their concerns, I embarked on a research journey, starting with a simple usability and eye-tracking study. Eye tracking is a technique that measures where people look on a screen to reveal their attention and engagement with visual content. 

I compared a human-designed website with one created entirely by AI, both based on a similar theme. The results were both surprising and unsettling. Although the AI-generated site boasted some aesthetic appeal, it fell short in terms of user experience. Navigation felt clunky, and information wasn’t presented intuitively.  

This initial study ignited a flame of curiosity. I presented my findings “AI vs. Human Generated Site Design: An Evaluation of Websites Through Usability and Eye Tracking Techniques and What That Means for the Future” at the Triangle User Experience Professionals Association conference, where it resonated with the audience, leading to more invitations. From Durham Women in Tech and Ladies That UX to Honors Carolina, the interest in AI’s role in graphic and user experience design was undeniable. 

My inquiry earned me a research/study leave during the fall 2024 semester. I am now tackling a number of academic and applied research studies, including: 

The AI Disclosure Effect: This study pits photojournalist-generated images against those created by AI. I’m working with Dr. Shannon Zenner from Elon University, Dr. Tara Mortensen from the University of South Carolina and Lee Rainie, former director at Pew Research Center and current director of the Imagining the Digital Future Center at Elon University.  

I will conduct the eye-tracking research portion of the study.  

We are in the process of examining how users interact with images posted on journalistic social media pages, using eye-tracking technology. Do viewers even notice image credits? And, if they do, does identifying an image as AI-generated affect the viewer’s perception of the publication’s credibility or trustworthiness? The results are slated to be published in Digital Journalism in spring 2025. 

The Power of the Post: Social media is a battlefield for attention. This study, spearheaded by a master’s student at UNC Hussman, will investigate the impact of AI on social media content generation.  

We will compare the effectiveness and persuasiveness of human-written posts versus those crafted by AI. We know that different AI prompts result in different posts. What is the best way to prompt AI for these purposes?  

This applied research will employ usability studies and eye-tracking insight to understand user engagement.  

Coding with a Copilot: A real-time, inline AI tool has been developed to assist with complex coding tasks. In collaboration with Microsoft, I will test the tool’s effectiveness, developer satisfaction and potential to streamline the coding process. By gauging developers’ experiences and employing eye-tracking tools, we’ll determine if AI can truly enhance and augment the coding process.  

These studies are just a glimpse into the exciting world of applied AI research in visual design. It is so important that we teach students to be savvy consumers of AI.  

I encourage my students to use AI but to ensure that AI doesn’t use them. 

“AI should be a tool that empowers us, not one that replaces our unique abilities. By understanding its potential and limitations, we can harness its power for the betterment of our digital world.” 

This isn’t as straightforward as it might seem. Research studies like the ones described here can help us all become smarter consumers of this technology.  

Next year, I plan to present the results of my research at several professional conferences, eager to share findings and connect with other researchers for further exploration.  

I am committed to navigating the new frontier of AI in web and visual design. My ultimate goal is to ensure that this powerful technology serves as a catalyst for human creativity.  

AI should be a tool that empowers us, not one that replaces our unique abilities. By understanding its potential and limitations, we can harness its power for the betterment of our digital world.