The Evolution of UX Research: A 20-Year Industry Veteran on AI, Layoffs, and What's Next

What happens when you've spent over two decades in UX research—witnessing everything from eye-tracking rigs strapped to foreheads to today’s AI-powered research tools?

In this episode, I’m joined by Nick Cawthon, founder of Gauge and a true OG of the UX world. Nick has worked with some of the most innovative companies on earth, taught data narratives at the California College of the Arts, and spoken at Google, Stanford, and NYU. His vantage point is rare: he’s lived the transformation of UX from its messy beginnings to a discipline that’s now grappling with the promises (and perils) of AI.

Together, we explore not just how UX research has changed, but what’s at stake as the field faces layoffs, AI hype, and questions about its human core. This episode is a deep dive on why staying connected to real people—and asking the right questions—still matters more than ever.

Episode Highlights

• From Subjective Art to Systematic Discipline: Nick explains how UX moved from design as personal expression to a research-driven, standardized practice—and why that shift was essential for business impact.
• The AI Elephant in the Room: Nick reflects on how AI is changing UX research, from building searchable repositories to threatening the human connections that drive real insights. Why we need to be critical, but also learn to use these tools wisely.
• Risks of Over-Reliance on AI: A frank discussion about the industry's push to replace real conversations with synthetic users—and why that’s a mistake that threatens strategy and product outcomes.
• Staying Relevant in a Rapidly Changing Industry: Advice for researchers on cultivating curiosity, flexibility, and an openness to new tools—without losing sight of foundational humanist skills.
• CX vs. UX: What's the Difference?: Nick clarifies the distinction between customer experience and user experience, and why both matter for delivering meaningful products and services.
• Adapting to Industry Change: We discuss the current job market, the importance of networking in a world of algorithmic hiring, and why human connection is more critical than ever.

About Nick Cawthon

Nick Cawthon is the founder of Gauge, a consultancy that helps companies de-risk their product development through a human-centered research approach. He has over 20 years of experience in UX, has taught in California College of the Arts’ MBA program, and has been a featured speaker at Google, Stanford, NYU, and more. He’s passionate about reframing research work from selling services to delivering real business outcomes.

Resources Mentioned

• Dead on Arrival Framework 
• Just Enough Research by Erica Hall

Connect with Nick Cawthon

• LinkedIn: Nick Cawthon