Theme I
Design Thinking
in the Age of AI
Models generate options at a speed no studio can match. What they cannot do is want something for a person they've never met. Design thinking — empathise, define, decide — matters more now, not less: it's the part of the process that tells the machine which of its hundred answers was the question.
“AI is the fastest junior I have ever worked with. It still can’t tell you which of its hundred options is the one — that judgement is the job.”
“Taste is a discipline, not a gift. You practise it the way musicians practise scales — by choosing, every day, in public.”