As technology continues to evolve and become more integrated into our daily lives—and as the internet and social media have opened up new ways for consumers to publicly voice their opinions on products—the user experience has become a critical factor in the success of any tech product. Companies are now focusing on providing seamless and intuitive experiences that cater to their users’ needs and preferences.

This growing emphasis on UX has led to new trends expected to become table stakes in the next five years. Below, 16 Forbes Technology Council members explore some of the upcoming UX trends that will be crucial for the success of tech products and why they will be so important.

1. The Combination of Qualitative And Quantitative Data To Drive Design

The marriage of qualitative and quantitative data will be imperative. Many UX designers lean into the qualitative side, with a background in research or user surveys. But it is just as important to integrate quantitative product data into UX analysis to determine where friction exists and more quickly improve the user experience. - Justin Bauer, amplitude.com

2. Personalized Experiences

One trend that will be table stakes when it comes to UX within the next five years is personalization. As technology continues to advance and consumers demand more personalized experiences, companies will need to incorporate personalization into their products to remain competitive. Companies must use artificial intelligence and machine learning to tailor the UX to individual preferences for greater customer engagement, loyalty and retention. - Imane Adel, Paymob

3. Multilayered Testing

Leveraging AI in chatbots and interactive voice response is a trend we expect will continue. This adds complexity to how you perform testing for user experience, customer experience and overall quality assurance. Multilayered testing will become table stakes for UX and CX. It won’t be enough to make sure that the technology is working as designed; you will also need to make sure that it works as part of the customer journey you have built. - Alok Kulkarni, Cyara Solutions Corp

4. Automated UI Layouts

Generative AI tech is going to power more UX workflows in 2023 by not only allowing UX designers to access better AI-driven estimates about efficient user interface element allocation, but also by providing them with automated UI layout—including UI elements, colors and semantics generation capabilities. This has already been widely adopted in e-commerce for advertising banners and copy generation. - Aleks Farseev, SoMin.ai

5. Immersive Experiences

Immersive experiences are becoming the new standard for customer experience. This shift is redefining how companies engage with customers and how leaders invest in technology to provide seamless and engaging interactions. Both physical and digital immersive experiences act as key differentiators for brands to stay competitive and boost customer loyalty, which is critical in uncertain times. - Adrian McDermott, Zendesk

6. Human-Like AI

ChatGPT has sparked society’s imagination about what’s possible through AI. Maturing at a rapid pace, the power and broad applicability of this generative AI platform are redefining the type of customized experiences AI can deliver and their use cases across different industries. When it comes to the future of UX, ChatGPT’s human-like performance will be table stakes within the next three to five years. - Jeff Wong, EY

7. Customized Experiences Based On Usage Patterns

One trend that I think will be table stakes when it comes to UX within the next five years is the use of artificial intelligence and machine learning in the development of personalized user experiences. As AI and ML continue to advance, they will enable companies to create customized experiences for each individual user based on their preferences, behavior and usage patterns. - David Bitton, DoorLoop

8. Role-Based UI And UX

The top trend has got to be role-based UI and UX, because understanding roles will be central to personalization and to growth. Among a product’s users can be generalists, specialists, frontline workers and managers. Thus, different users interact with technology in different ways. Understanding this and providing personalized paths and use cases means the end of “one size fits all.” - Agur Jõgi, Pipedrive

9. Real-Time Support

By automating repetitive processes, offering real-time support and requiring less human input, AI and ML can be utilized to increase the efficacy and efficiency of user interactions. Making it more fluid and intuitive and lightening the user’s cognitive burden may considerably improve the user experience. - Neelima Mangal, Nutcache

10. Predictive Analytics To Prevent User Errors

Predictive analytics built into a UX that can express adverse outcomes, such as when a user accidentally negates or diminishes a security control, would be invaluable. For example, if a user attempts to commit a potentially dangerous change, they will be given an alert before that change is achieved. This alert would mitigate risk by preventing mistakes caused by privileged users. - Brian Contos, Phosphorus Cybersecurity

11. Consumer-Like Experiences For Enterprise Users

Enterprise users will no longer tolerate an experience that’s markedly different from the apps they use as consumers. As the workforce skews younger, self-service becomes an expectation and the rate of UX improvement increases, buying patterns and user behavior will force enterprise software providers to keep pace with consumer-like experiences. - Sayer Martin, Conga

12. Commitment To Accessible Design

It’s hardly a trend, but accessibility is going to be something that has to be embraced by more than just forward-thinking organizations. Accessible design is not a box to be ticked; it’s a philosophy and approach that prioritizes a user interface that can be used by anyone. Done right, accessible design is beautiful, functional and prioritizes the user, regardless of their ability or skill level. - Lewis Wynne-Jones, ThinkData Works

13. UX Flexibility Through No-Code

UX has quickly become the determining factor between the software as a service vendors that win and those that fail. Over the next five years, vendors will need to prioritize greater UX flexibility through no-code, which allows customers to easily customize the UX at a moment’s notice. Without the ability for customers to adapt the UX to meet changing business needs, vendors will lose out to more flexible solutions. - Rujul Zaparde, Zip

14. Prescriptive UX

UX has evolved to become prescriptive. This means that a UI is not just easy to use, but also anticipates your needs, suggests actions and, in some instances, even takes the steps for you. People have too many choices to evaluate; an intelligent UI can sift through all of them, with an understanding of your needs, and efficiently provide you with options. - Ari Kahn, Bridgeline Digital

15. Cross-Platform Consistency

Users and customers are tired of having a different experience on mobile apps versus a website versus when they call in to talk to someone. Taking a “total experience” mindset means starting with the journey—or the outcome a user wants—and then ensuring that all UX experiences consistently drive to that outcome. - Don Schuerman, Pegasystems

16. More Speech And Visual Interface Options

Having a speech or visual interface instead of just keyboard actions or touch gestures for many tasks will become table stakes. Personal assistants (such as Alexa, Siri and others) already do this for voice, but with facial recognition and augmented reality, you will be able to point at something in 3D space. For example, booking a restaurant table could involve seeing the inside of the place via AR and pointing at a table to select it. - Adam Sandman, Inflectra Corporation

READ THE ORIGINAL ARTICLE PUBLISHED IN FORBES