Artificial Intelligence is reshaping design: transforming not just how we create, but also how our work reaches people. For today’s designers, the question is no longer if AI belongs in the process, but how to use it strategically and responsibly.

This workshop will explore two key dimensions. First, we’ll look at AI in the workflow—how to practically integrate tools across the design lifecycle to boost efficiency, consistency, and creative impact.

Second, we’ll shift focus to AI as a distribution channel, examining how generative AI and other systems are becoming new touchpoints where users access products and services—alongside web, app, and print.

Join us to deepen your understanding of AI’s evolving role, share perspectives with peers, and build practical approaches to designing in (and for) the age of AI.

An experience and service designer by background, Will leads multidisciplinary design teams to help large, complex, often regulated organisations to either optimize service provision or reimagine propositions and experiences.

Will works at the intersection of Desirable, Feasible, Viable, Allowable and Sustainable ensuring that all design decisions sustainably meet the long term needs of users, the business and regulators within the unique technological and operational context.

Will is ruthlessly user-centered and follows a Human-Centered Design methodology through which he works to understand and define the needs and behaviors of the audience he seeks to serve.