During Barcelona Design Week 2024, NTT DATA introduced an unprecedented innovation: R.I.T.A. (Research Ideation Testing Artificial Intelligence), the first user experience researcher powered by artificial intelligence. This voice-enabled generative agent was trained using the findings of a study conducted by the Digital Experience Research Center (DXRC) of NTT DATA Europe and Latam in collaboration with the Barcelona Centre de Disseny’s design cluster. The study explored how Generation Z is embracing artificial intelligence and their perception of inclusivity within this field.

The event, held at NTT DATA’s headquarters in Barcelona, featured a distinguished panel comprising Silvia Ramon and Maria Llorà Trullà, the leading researchers behind the study; Xavier Colomer, Head of AI within NTT DATA’s Digital Technology Innovation team, who provided a technical perspective on the development of this revolutionary tool; and Jorge Márquez, Head of UX for Europe and Latam, who moderated the session and challenged R.I.T.A. with interactive activities involving the audience.

The roundtable discussion, where R.I.T.A. participated as a full-fledged panelist with “voice and vote,” offered a unique conversation. The AI addressed questions on topics such as the importance of AI education for safe adoption and its perspective on the challenges and benefits of generative technologies. Its thoughtful and critical responses amazed the audience, showcasing the potential of these tools to be more than mere assistants.

R.I.T.A. opens up a world of possibilities in the design sector. Its implementation aims to free designers from less creative tasks, streamline the extraction of insights during user experience research, and enhance pattern detection, among other benefits. This innovation aligns with the trends presented by the DXRC team at NTT DATA during Barcelona Design Week 2023, positioning R.I.T.A. as a change agent in research and design.

With R.I.T.A., NTT DATA takes another step toward transforming User Research with the help of artificial intelligence. It is a tool for rethinking the future of design through a more inclusive, efficient, and visionary lens.