How to Design AI Assistants That Convert

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How To Design AI Assistants That Convert

Joris Groen

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Go deeper with a course

How To Design AI Assistants That Convert

Joris Groen

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What you'll learn

Develop LLM-based chatbots that influence user behavior

Design conversations that drive measurable outcomes like sales, retention, data capture, and self-service.

Apply influencing psychology to conversation design

Learn from real-life case studies how to engage users, build trust, reduce friction and motivate desired behaviors.

Orchestrate 1:1 personalized persuasion

Use my proven framework to combine user data and real-time need assessment for 1:1 persuasion at scale.

Why this topic matters

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, shift users to self-service, collect leads, gather feedback, and even motivate offline behaviour. And just like human salespeople, AI assistants need the right script and instructions to be persuasive.

You'll learn from

Joris Groen

UX & AI Lead | Behavioural Psychologist | Best-Selling Author | Ex-Booking.com

Joris Groen is a behavioural psychologist and UX leader with 20+ years of experience in digital product design and 8+ years in conversational AI.

At Booking.com he led the conversation design of AI assistants that help travelers find and book hotels. He has also worked on AI assistants for Mercedes-Benz, DANA Indonesia (digital banking app), and Bol.com, reaching millions of users.

He is the award-winning author of the bestseller Online Influence, translated into 7 languages, which explains how behavioural psychology can be applied to UX and product design to drive online results. He has trained 1,000+ UX designers, marketers and business owners in these methods.

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