Design systems in the time of AI

Or maybe you’re running a creative team. In a pre-AI world, in order to create consistency, you needed to reduce your work down to principles and systems so that writers and designers could consistently capture your brand's voice and style.

In a post-AI world, you don't necessarily need to reduce your work in such a way. Instead, you can find exampl

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I define “creative risk” as the wild ideas in our mind’s eye that we would love to pursue, but don’t because the cost (time, money, reputation...) is too much to bear. As a result, we play it safe in the form of making sequels in Hollywood, emulating successful campaigns in advertising, and “staying in our lane” or what we’re comfortable with in ou... See more

Moreover, we should embrace the fact that what we are witnessing is the creation of a new branch of engineering. The term “engineering” is often

invoked in a narrow sense — in academia and beyond — with overtones of cold, affectless machinery, and negative connotations of loss of control by humans. But an engineering discipline can be what we want ... See more

Product success will largely be determined by intention and vision—before anything is built, before AI or humans begin creation. As engineering becomes focused on pushing the AI frontier, design's role shifts to making these powerful but complex tools intuitive, accessible, and desired. Just as users choose products for their value rather than thei... See more