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With the emergence of generative AI and its implementation in the UX-field, this qualitative case study aims to explore UX-professionals perspectives on these new tools. Through interviews and research this study aims to shed some light upon the impact of generative AI in the UX-field. The focus is set on webpage UX-designers to make the study less broad and achievable in the set time.

In conclusion it becomes clear that GAI has a positive impact on UX-designers in several ways. Especially when it comes to the research part of UX-design, with GAI being used as a thorough assistant for brainstorming, workshops and for analyzing a huge amount of data. This study explores the necessity for industry evolution in tandem with technological advancements. Specialized job roles are anticipated, with emphasis on collaborative efforts between AI and humans. With GAI being used in UX-design it also raises many ethical questions about how it may be used and how it should be used. Furthermore, a lot of questions arise about copyright issues, bias, false output and lack of competence. It is clear that this field is in need of further research.