The future of design with AI

Everything we know is about to change. 7 years ago at Awwwards LA, I spoke on AI and how it was going to change human computer interaction. Now we're going to look ahead at what's coming again - not only for human computer interaction - but what our new roles will look like as designers and product leaders. Spoiler alert: it's going to be incredible.

Peter leads Fantasy - the team behind some of the world's biggest digital products and services, including Netflix, Spotify, Google, Samsung and Masterclass.

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[jareduxr]

Interesting stuff on the research front but I will say time is being invested into artificial personas with artificial behaviors. It might be useful for some preliminary work but at the end of the day researchers capture real human behavior. Sometimes we fail to notice these behaviors or their importance to products and businesses but once we do we can point everything we build toward that goal.

There are whole fields devoted to neurology, psychology, sociology… and none of those fields have stopped finding new insights. So the notion of a prediction engine (filled with bias) fed an extensive list of demographics and behaviors (that need to be verified by real data at every level to avoid bias) can accurately churn out real human behaviors seems a bit, well, farcical. If you’re building a car, are you still going to have the human get in and drive it around? If you want to expand into other products but need to validate, are you going to bet on this or call a customer? I see the excitement here, just not the actual use case that doesn’t put a whole lot at risk.

I see this tech being much more successful at what is immediately measurable in truth, like coding and visual and voice interfacing. Easy to see if the code is working or not. Easy for a designer to make little adjustments to a UI that was started by an ai. You’ll need a lot more data and tech advances to create accurate predictions in human behavior. We can’t even figure ourselves out and we gave the ai everything it knows! 😉

[EmilyMarais]

This was interesting. Peter's great at engaging the audience. But honestly the work with synthetic humans didn't inspire me. It didn't make me go 'Yes! That's how I want my work to look!' Honestly, I want to work more with real people.

[colinjcjohnston]

My concern is the decline of human cognition

[owlsonik]

Very good stuff! Went to the web site, could not find any tools

[newtonoluoch]

Thanks Peter, this was so informative

[im-frwl]

what's that software called? making persona in this clip