AI is opening up new possibilities for qualitative research. But for researchers, it’s not enough for an AI Interviewer to ask relevant questions. An effective AI Interviewer needs to create an experience where participants feel comfortable sharing their perspectives, have the space to explain their thinking and explore their answers in more depth.
To find out more, we ran a study using Optimal’s AI Interviewer to look at general attitudes towards AI, better understand what participants valued about an AI Interviewer experience, and what worked well and where they saw room for improvement.
One theme stood out: the value of AI interviews depends not just on the technology, but on the experience it creates for the people taking part.
What do people think about interacting with AI?
As AI becomes more familiar in everyday life, the conversation is shifting from whether people will use it to when, why and under what circumstances they find it useful. In a survey of 1,005 US consumers led by Adobe Express, 61% said they were comfortable having conversations with AI-powered systems.
Another survey of more than 1,000 participants across six countries found that people who knew they were interacting with AI reported satisfaction rates 34% higher than those who weren't informed.
These findings suggest that interacting with AI isn't inherently uncomfortable for everyone. But comfort with AI doesn't automatically translate into a positive research experience. A quick customer-service interaction is different from a qualitative research interview, where people need to reflect on their experiences, explain their reasoning and sometimes share sensitive or complicated perspectives.
For researchers, the more useful question is: what makes an AI-led conversation feel comfortable, natural and valuable for participants?
What makes an AI-moderated research experience successful?
In qualitative research, the quality of the conversation matters just as much as the number of responses collected.
A good AI-moderated interview should give participants the freedom to express themselves in their own words, ask relevant follow-up questions and create opportunities to explore an answer beyond the initial response, and go beyond simply moving people through a series of questions.
Here are considerations that stood out from participants interacting with Optimal’s AI Interviewer for the first time.
1. Making AI interviews feel natural and conversational
Qualitative research aims to uncover the reasoning behind people's choices, not just capture their first response. Relevant follow-up questions can encourage participants to elaborate, clarify an opinion or explore an experience in more depth. The ability to answer in their own words, rather than select from predefined options, is also central to gathering richer feedback.
In our study, the majority of participants described their experience with Optimal’s AI Interviewer as “seamless,” “smooth”, “natural”, and even "fun". Several were pleasantly surprised by how the interaction felt, including participants who had reservations beforehand. One participant said, "I have no problems speaking freely."
Automated highlight reel: "The overall experience was widely rated as positive and enjoyable"
On participant remarked, "It was pleasant and I enjoyed it. And you were great." Others described the AI interview format as something they had “come to expect,” framing it as routine rather than novel.
Automated highlight reel: "Overall satisfaction with the AI interview experience was high"
These responses offer an encouraging perspective on what AI-moderated research can feel like for participants with the right cadence and context. Multiple participants also highlighted that the AI Interviewer’s replies were clearly based on what they had just said, rather than following a rigid script.
One participant noted it felt like talking to a real person because responses were grounded in their own words: "I really felt like I was talking to a real person and that the responses were based off of what I what I said."
Automated highlight reel: "Contextual follow-up questions made the conversation feel natural and responsive."
Another participant highlighted how the AI concisely summarized their points before moving on, without asking the same question in different ways — something they’d found frustrating when using other AI interview tools.
2. Helping participants feel comfortable and confident
People are more likely to engage when they understand what to expect and feel comfortable taking part. Several participants found the AI interview easier to talk to than a traditional interview. For some, the absence of a human interviewer reduced the pressure of the interaction, making it easier to share their thoughts.
Automated highlight reel: "Talking to an AI felt easier than a live human interview"
The experience wasn't just about how the conversation sounded either. Participants also found the on-screen text helpful for following along with the spoken interaction. One participant who experiences auditory processing difficulties specifically highlighted this as a useful accessibility feature.
These observations suggest that small details in the participant experience can make a meaningful difference. Clear instructions, the ability to follow a conversation in more than one way, and a format that feels comfortable can all help people engage with a study.
One participant noted that they felt a person would more deeply grasp the feelings and emotions behind their answers, but overall rated their experience with the AI Interviewer positively.
Comfort will vary by person and research context, so the goal isn't to assume AI moderation will suit everyone and every situation, but to provide another considered way for people to share their perspectives.
3. Giving participants control over their experience
A positive AI interview experience doesn't mean every participant will prefer the same format.
With Optimal’s experience, participants appreciated the ability to choose a preferred conversational style that works best for them. One participant, who preferred greater control, initially chose the “submit response” mode. This allowed them to decide when to submit an answer and move on to the AI Interviewer's next question or follow-up.
After a positive experience with the AI Interviewer, they said they would be willing to try the “free form” option. In this mode, the AI Interviewer responds naturally when the participant finishes speaking. This highlights the value of offering choice and helping participants gain familiarity and comfort.
Clip: New comfort and willingness to try "free form"
A new way to engage with participants
For UX research, design, and product teams, AI Interviews offer another option for gathering qualitative feedback, creating more flexibility in how conversations take place, and supporting gathering evidence at scale.
The opportunity isn't to replace the human aspect of research. It's to give researchers more ways to listen, learn and make informed decisions.
Ready to explore AI interviews? Get in touch for a demo or find out how to access Optimal’s AI Interviewer in Early Access.
