How To Design AI Assistants That Convert
Joris Groen
UX & AI Lead | Ex Booking.com
Drive growth by applying influencing psychology to conversation design
Thanks to LLMs, chatbots are finally helpful. But they can do more than just answering questions.
Teams are already using conversational AI to close sales, prevent cancellations, drive sign-ups, boost self-service, collect reviews, share data, and change behaviour in the real world.
If your chatbot has a goal beyond answering questions, this course is your shortcut to developing AI conversations that influence, engage, and convert.
You'll learn how to apply behavioural psychology to AI assistants, the same science behind every great salesperson, interviewer, or negotiator, all within a clear ethical framework for where to draw the line.
You'll apply Conversational UX principles to remove friction, and use LLM capabilities to personalise every conversation based on context, needs, and what resonates with each individual user.
You'll also learn how to measure what matters, run meaningful A/B tests, and continuously optimise your chatbot's performance over time.
Everything you learn is applicable to any conversational AI platform. You'll get practical frameworks, checklists, real examples, and a bot tool to practise on, supported by hands-on assignments, live feedback, and 1:1 coaching.
What you’ll learn
After this course, you'll use data and proven influencing psychology to design LLM-based chatbot conversations that drive business outcomes.
Keep users engaged by applying BJ Fogg's Behavior Model to AI conversations.
Boost visitor motivation and build trust using Cialdini's 7 principles of influence, adapted for chatbot conversations.
Apply proven Conversational UX principles to remove friction from your chatbot interactions.
Use scientifically backed conversation structures from sales psychology in your conversational AI.
Apply these structures to key chatbot use cases: sales, lead capture, onboarding, retention, self-service, reviews, and behaviour change.
Add advanced persuasion skills to your AI Assistant, like objection handling and competitive comparisons.
Understand when personalisation efforts make sense and when not, for maximum impact and ROI.
Capture each user's context and needs to optimize the conversation to each individual user in real time.
Map users to the right offer, intervention, or next step to increase conversions.
Select the right metrics to drive growth and monitor conversation quality and user satisfaction.
Set up meaningful A/B tests across dialogue variations to improve chatbot conversion and avoid common pitfalls.
Apply an ethical framework to ensure your LLM-based chatbot influences responsibly.
Learn directly from Joris
Joris Groen
UX & AI Lead | Behavioural Psychologist | Best-Selling Author | Ex. Booking.com
Who this course is for
Product owners and conversation designers building AI assistants with a conversion goal.
Chatbot owners who already have a bot live and know it can do more than answer questions, but aren't sure how to design for influence.
Growth and marketing professionals using conversational AI as a channel to drive measurable business outcomes beyond customer support.
What's included
Live sessions
Learn directly from Joris Groen in a real-time, interactive format.
Weekly 1:1 office hours
Book a 10-minute 1:1 with Joris each week to ask questions or get personal feedback on your own AI assistant case.
Hands-on assignments
Each session comes with a practical assignment. Work on your own chatbot: optimise flows, apply persuasion techniques, and build your case step by step.
Frameworks and resources
Access a growing repository of frameworks, case examples, AI prompts and agentic skills (.md) you can reference during and after the course.
Lifetime access to recordings
All sessions are recorded. Go back to course content whenever you need to.
Community of peers
Learn alongside practitioners working on the same challenge. Share insights, give feedback, and stay accountable.
Certificate of completion
Share your new skills with your employer or on LinkedIn.
Maven Guarantee
This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.
Course syllabus
8 live sessions • 4 projects
Week 1
May
5
Live Session 1: Foundations - Influencing Psychology x Conversational AI
Tue 5/52:00 PM—3:30 PM (UTC)May
9
Office Hours
Sat 5/92:00 PM—3:00 PM (UTC)
Foundations - Influencing Psychology x Conversational AI
Week 2
May
12
Live Session 2: The Structure of Persuasive Conversations
Tue 5/122:00 PM—3:30 PM (UTC)May
16
Office Hours
Sat 5/162:00 PM—3:00 PM (UTC)
The Structure of Persuasive Conversations
Schedule
Live sessions
2 hrs / week
Follow the live sessions of 1.5 hours each. Book 10-minute one-on-one slots during office hours to ask questions or get personalised feedback.
Tue, May 5
2:00 PM—3:30 PM (UTC)
Sat, May 9
2:00 PM—3:00 PM (UTC)
Tue, May 12
2:00 PM—3:30 PM (UTC)
Projects
1-3 hrs / week
Work on your own AI assistant or chatbot case to apply the learnings right away.
Testimonials
At Booking.com, Joris was instrumental in leading efforts to make our AI-powered virtual assistants more helpful and impactful for customers, improving our user experience and boosting conversion rates.
Brennen Buckner
Group Product Manager | Booking.comJoris and his team brought a fresh, psychology-driven approach to redesigning our campaigns. It improved many of our KPIs.
Tjallina Scholten-Dingemanse | KLM AirFrance
Lead E-MarketingJoris has great talent in both UX design & persuasion. He can help in crafting the perfect page layout and copy. Together, we've made significant improvements to our customer journey.
Luca Botticelli
Founder & CEO | AliveShoes.com
Frequently asked questions
€999
EUR