Design for AI - Eight principles for meaningful human experiences
Generative AI is sold to us as the most innovative technology since fire, but we will buy the experiences it unlocks.
Two years ago ChatGPT entered the scene and made artificial intelligence accessible to the masses. Now, we find ourselves at another important turning point. The initial wave of AI experiments and proofs-of-concept has led to harder questions about how to create lasting value. While many people see increased productivity (depending on their role and skills), most organizations are still careful about investing a lot in AI.
The hype around AI is still going strong, even though turning technical capability into practical application proves to be more nuanced than we first thought. As we approach 2025, we’ll share our approach to designing for AI.
We created a set of eight principles that guide us at DK&A in creating meaningful experiences with AI. We believe the experiences AI enables will shape our technological future, not just the AI models themselves.
Eight principles for meaningful AI experiences
Value over novelty. AI must meet real human needs, not just showcase technological progress. We should measure AI’s success by the experiences it creates, not by how complex the models are.
Empowerment over automation. AI should boost human potential instead of replacing human touch. It should give users new tools and abilities while allowing them to make their own decisions.
Integration over isolation. The future of AI isn’t in standalone chat interfaces. The technology must be integrated into existing products and services, and improve the experience they provide. AI should feel like a natural extension of tools people already use.
Intent and context over commands. We need to move past basic command-and-response systems. AI-powered applications will have to understand what users intend to do and need. They should adapt to individual situations and anticipate the user’s requests.
Evolution over revolution. Great AI experiences build on how humans behave and think. They respect the way humans learn and adapt and make the unfamiliar feel natural through thoughtful design.
Clarity over magic. While AI can feel magical, people should be able to understand how it works intuitively. Users need to know when AI is in use, what it can and cannot do, and how the users can stay in control.
Learning over perfection. AI-enabled apps and services should acknowledge that their output is based on probabilities. AI experiences should help users deal with uncertainty, learn from mistakes, and make informed decisions even when they have incomplete or imperfect information.
Responsibility over reach. As designers of AI experiences, we must consider how our work affects people. Every AI interaction might impact many lives — and we’ll have to take this responsibility seriously. We have to carefully consider ethics, privacy, and the effects of our work on society.
The quiet moments of human achievement
The technology may be revolutionary, but we will only know that it is successful when it helps people achieve their goals in everyday life. The quiet moments of human achievement. We reject both overly optimistic, techno-utopian, and extremely pessimistic, dystopian visions of AI. Instead, we commit to the practical work to create experiences that make technology more human, accessible, and valuable for everyone.
