The End of the Static Screen: Architecting Intent-Driven UX — Gus Iwanaga, commercetools
Commercetools GM argues software must adapt to users via generative UX, not vice versa.
“we're still adapt to the software that we ship, not the other way around”
Gus Iwanaga, GM at commercetools, presents practitioner lessons from building generative UX/UI, arguing that the industry has over-indexed on agentic orchestration while underinvesting in how AI changes interface design. He highlights the emergence of UI protocols as a notable development and frames the core problem as software still forcing users to adapt to it rather than dynamically conforming to user intent. The transcript cuts off before the substantive technical content, limiting signal extraction.