Artificial Intelligence is no longer a futuristic add-on. It’s becoming part of how users expect to interact with digital platforms. From personalized recommendations to voice-powered navigation, AI is changing the way people move through websites and applications. The next wave is AI assistants and agents — intelligent helpers that can transform user experience (UX) by guiding, anticipating, and even acting on behalf of the user.

At Marker Seven, we see this shift as an opportunity. The key question isn’t whether AI will be part of digital experiences, but how it will reshape wayfinding and user expectations.

From Navigation to Guidance

Traditional websites rely on navigation menus, search tools, and wayfinding cues. These will remain important, but AI is layering on something new: guidance.

• Instead of a static search bar, an AI agent can understand intent. Ask “What are my benefits?” and rather than dumping a list of pages, an assistant could point you directly to the enrollment form or summarize the relevant information.
• Rather than clicking through multiple menus, an AI assistant could ask clarifying questions like “Are you looking for enrollment or coverage details?” and then surface the right content.

This is UX that feels conversational, not transactional.

Personalization at Scale

One of the biggest strengths of AI agents is their ability to tailor the experience to the individual. Instead of designing one navigation path for all users, we can design adaptive experiences.

• For returning users, the assistant might highlight updates since their last visit.
• For first-time visitors, it could provide a guided tour of the most important sections.
• For organizations with multiple audiences, AI could instantly segment content and make each group feel like the site was built just for them.

This level of personalization reduces friction and makes digital platforms feel more human.

The Role of Trust and Transparency

AI in UX raises important questions around trust. If an agent is making recommendations or acting on a user’s behalf, transparency is critical. Users should understand what the AI is doing and why.

That’s why AI assistants must be designed with clear cues, accessible explanations, and opt-in controls. For example, when an AI summarizes complex information, the user should also have the option to view the full source page for context.

Good UX means keeping the user in control, even when the AI is doing the heavy lifting.

Preparing for the Future of UX

At Marker Seven, we approach AI as an extension of our core philosophy: websites should empower users, not confuse them. Just as we’ve used wayfinding strategies like role-based navigation, breadcrumbs, and search optimization to make websites approachable, we see AI assistants as the next layer of guidance.

Organizations can prepare now by:

• Reviewing content for clarity so AI agents can surface the right information.
• Mapping out user journeys that could benefit from conversational guidance.
• Testing AI features with real users to ensure they help rather than overwhelm.

Conclusion

AI assistants and agents are more than a trend. They represent a new chapter in digital UX. By reducing friction, offering personalization, and guiding users through complex content, they have the potential to transform websites from static destinations into dynamic, supportive environments.

At Marker Seven, we’re excited to help organizations explore this shift. Whether through smarter wayfinding or AI-powered assistance, the goal remains the same: make the digital experience seamless, intuitive, and human-centered.