PHILIP BURGESS

Artificial intelligence often gets attention for how fast it can process data or automate tasks. But speed is only part of the story. One of AI’s most valuable roles is helping people and organizations reduce uncertainty. When decisions involve unknowns or risks, AI can provide clarity and confidence. This post explores how AI can do more than just accelerate work—it can make outcomes more predictable and reliable. AI Uncertainty Understanding uncertainty in decision-making U

By Philip Burgess | UX Research Leader When I first started working in UX research, I often felt overwhelmed by the uncertainty that came with interpreting user data. We would gather feedback, run tests, and analyze results, but there was always a lingering question: Are we really understanding what users need? Over time, I realized that the challenge wasn’t just about collecting data quickly—it was about making sense of it in a way that reduces doubt and leads to confident