Twenty-three-year-old Neil Wilson suffered fatal injuries when his motorbike collided with two cars on the A77 near to Maybole Road at about 6.45pm.
He was riding north when his black and orange KTM motorcycle collided with a grey Volvo and silver Citroen traveling in the opposite direction. Police said he died at the scene.
The 51-year-old woman driving the Volvo and 66-year-old man in the Citroen were unhurt but shaken by the incident.
Constable Michael Prout, of the Divisional Road Policing Unit, is appealing for any witnesses to contact Irvine Police Office on 01294 404400 or 101 OR Crimestoppers anonymously on 0800 555 111.