Google’s People and AI Guidebook (Guidebook) was accessed online and an analysis performed of text associated with privacy, ethics, trust, usability, user experience, and intuitive interaction. Significant privacy, ethical, and trust issues related to the management of training data, AI human-like interfaces, and feedback were identified. In addition, novel components of UX design related to AI ... [Show full abstract] were revealed: (1) deciding if AI adds unique value, (2) assessing the need for automation vs. augmentation, (3) designing & evaluating the reward function, (4) considering precision & recall tradeoffs, and (5) monitoring negative impacts of the product’s decisions. The analysis presented in this paper also reveals greatly increased complexity and a dynamic process in assessing/providing usability/user experience/intuitive interaction; preliminary novel measurement items are proposed. Future research could seek to develop new or modify existing instruments for measuring privacy, usability, user experience, and intuitive interaction of AI technology and the integration of the novel concepts with current concepts. A design-based approach may also be indicated.