AI is rapidly becoming part of the research toolkit, but where does it create real value? Air France and BilendiUX explored this question through a qualitative study conducted across France and the Netherlands using innovative Gen-AI research tools.

We'll share practical lessons from the field, including participant engagement, moderation, analysis, and the impact of AI on research workflows. A candid look at what AI changes, and what still requires human expertise.

About the speakers

Marie-Cécile Le Roy,
Design Manager at Air France

Marie-Cécile Le Roy is the Design Manager Ops and Research Strategist at Air France, where she has championed user-centricity for over 18 years. She leads the Design Ops team, overseeing Research, Design Systems, Accessibility, and operational excellence.

Having evolved through roles like User Researcher and UX Manager, her practice is built on two decades of field experience and furthered by certifications from Human Factors International and Le Laptop.

Today, Marie-Cécile leverages this maturity to scale design workflows and research impact, ensuring that human-centered methodologies remain at the core of the airline’s large-scale digital transformation.

Orkan Dolay,
Group Director Product Innovation at Bilendi

Orkan Dolay is Group Director Product Innovation at Bilendi, where he leads the integration and development of BilendiUX and Bilendi Discuss. He empowers UX teams—including Marie-Cécile and the Air France team—to scale user research through innovative qualitative tech and participant recruitment.

With nearly 15 years in research leadership (former COO at respondi), Orkan bridges technical innovation with the everyday needs of UX professionals, supporting the design community through platforms like BilendiUX.