Maria Rosala is the Director of Research at Nielsen Norman Group. She leads and oversees research at NN/g, trains teams around the world on UX topics, and works with clients to help them improve the user experience of their products and services.
When you outsource your analysis to AI, you risk more than just bad insights — you risk your credibility. Learn 4 reasons why relying on AI for qualitative analysis can backfire and why critical thinking still matters.
AI literacy is the ability to understand how AI works, use it effectively, and critically evaluate its output. But it isn’t a simple spectrum or just about how often someone uses AI—understanding, trust, and effective use vary widely.
Our study shows that generative AI is reshaping search, but long-standing habits persist. Many users still default to Google, giving Gemini a fighting chance.
Analyze usability findings for authenticity, consistency, repetition, spontaneity, appropriateness, and confounding factors to separate surface impressions from real insights.
