This week’s design landscape is splitting into two clear fronts. On one side, immersive web experiences built with Three.js, GSAP, and Web Audio are raising the bar for what browsers can deliver. On the other, AI is quietly dismantling the interaction models designers have relied on for decades. Our team is tracking both shifts closely because they directly affect how we build, structure, and future-proof client websites.

Key Takeaways

• The first-ever Three.js conference signals that 3D web experiences have moved from experimental to mainstream.
• Complex animation orchestration across multiple libraries is now achievable without sacrificing performance.
• AI systems are forcing a fundamental rethink of user interface design patterns.
• The concept of “AX” (AI experience) is emerging as a new orchestration layer that sits beneath traditional UX.
• Designers face growing pressure to prove authorship and adapt DesignOps workflows around AI tooling.

Three.js Goes Mainstream With Its First Dedicated Conference

Three.js now has its own conference. That fact alone tells us something important. The JavaScript library for 3D rendering in browsers has graduated from niche creative tool to a technology worthy of a dedicated professional event. As detailed in Codrops’ preview of the first Three.js conference speakers heading to Paris, presenters are sharing work that spans generative art, product visualisation, and interactive storytelling.

For our clients, this matters. We’ve been integrating lightweight 3D elements into product pages and landing experiences for months. A dedicated conference means better documentation, stronger community support, and faster iteration cycles for the tools we already use.

Orchestrating GSAP, Three.js, Lenis, and Web Audio Without Breaking Performance

Building immersive websites is one thing. Making them perform well is another entirely. The technical breakdown published in Codrops’ deep dive into the architecture behind Trionn lays out how multiple animation, rendering, and interaction layers were unified into a single performant web experience.

Key technical details worth noting:

• GSAP handles timeline-based animation sequencing.
• Three.js manages the 3D rendering pipeline.
• Lenis provides smooth scroll behaviour.
• Web Audio adds synchronised sound design.

Our development team uses this exact stack combination on select projects. The Trionn case study validates our approach: tight coordination between libraries, a shared animation clock, and aggressive performance budgeting are non-negotiable for production-grade immersive sites.

AI Is Breaking the Desktop Metaphor — Designers Must Adapt

The desktop metaphor has governed software design for decades. Open, close, drag, click, navigate. That model is cracking. As explored in UX Collective’s analysis of whether designers are ready for AI’s new interaction models, conversational and ambient interfaces don’t fit neatly into menus and windows.

We’re already seeing this play out in client projects. Chat-based interfaces, predictive content surfaces, and context-aware navigation patterns are replacing rigid page hierarchies. Our UX team is actively prototyping hybrid layouts that blend traditional navigation with AI-driven content delivery.

AX: The Orchestration Layer Beneath Traditional UX

A new term is gaining traction: AX, or AI experience. According to UX Collective’s argument that AX is just the orchestration layer, the work hasn’t disappeared with the screen — it has simply dropped one level deeper. AX governs how AI systems coordinate tasks, manage context, and surface results before any visual interface is involved.

For web design agencies, this means the scope of “design” is expanding. We now consider data flow, prompt architecture, and system-level logic as core design deliverables alongside wireframes and visual comps.

Authorship, Accountability, and DesignOps Under AI Pressure

“Who made this?” It’s a question that used to have an obvious answer. Not any more. As highlighted in UX Collective’s weekly curation on authorship and DesignOps in the age of AI, creative attribution is becoming blurred. DesignOps workflows need updating to track AI-assisted outputs, maintain quality standards, and preserve human accountability.

Our internal process now tags every deliverable with clear attribution metadata. Clients deserve to know what was human-crafted, what was AI-assisted, and where the editorial judgement sits. Transparency isn’t optional.

Both fronts — immersive 3D web builds and AI-reshaped design practice — are converging on the same truth. The technical and creative bar for professional web design is rising fast. Agencies that treat these shifts as separate concerns will fall behind. We’re integrating them into a single, unified approach to client work: performant, visually ambitious websites underpinned by AI-aware design systems built for what comes next.

Frequently Asked Questions

What is Three.js and why does it matter for modern website design?

Three.js is a JavaScript library that renders 3D graphics directly in the browser without Plugins. It enables product visualisations, interactive animations, and immersive experiences that increase user engagement and time on site.

How do web designers coordinate multiple animation libraries without hurting page speed?

Designers use a shared animation clock and strict performance budgets to synchronise libraries like GSAP, Three.js, and Lenis. This approach ensures smooth rendering while keeping load times and resource consumption within acceptable limits.

What is AX and how does it differ from traditional UX design?

AX, or AI experience, is the orchestration layer that manages how AI systems coordinate tasks and context before any visual interface is presented. Unlike traditional UX, which focuses on screen-level interactions, AX operates at the system logic level beneath the interface.

Why does AI require new interaction models for websites and apps?

AI-powered interfaces rely on conversational, predictive, and ambient patterns that don’t fit the traditional desktop metaphor of menus, windows, and folders. Designers must create hybrid navigation systems that blend conventional page structures with dynamic, context-aware content delivery.

How do web design agencies maintain creative accountability when using AI tools?

Agencies tag deliverables with clear attribution metadata that distinguishes human-crafted work from AI-assisted outputs. This transparency ensures clients understand where editorial judgement was applied and maintains trust throughout the design process.