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type="application/json">{"props":{"pageProps":{"httpStatus":200,"posts":[{"id":87031,"slug":"design-mind-frogcast-ep-60-co-evolving-with-physical-ai","date":"2026-06-04T07:20:29","acf":{"designmind_building_blocks":[{"acf_fc_layout":"designmind_header_block","designmind_header":{"image":{"ID":87365,"id":87365,"title":"Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage","filename":"Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage.jpg","filesize":377741,"url":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-60-co-evolving-with-physical-ai/attachment/ep60_co-evolving_with_physical_ai_john_robins_header_homepage/","alt":"","author":"30","description":"","caption":"","name":"ep60_co-evolving_with_physical_ai_john_robins_header_homepage","status":"inherit","uploaded_to":87031,"date":"2026-06-02 18:59:12","modified":"2026-06-02 18:59:12","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage-300x115.jpg","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage-768x294.jpg","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage-1024x393.jpg","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage.jpg","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/05/Ep60_Co-evolving_with_Physical_AI_John_Robins_Header_Homepage.jpg","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"Design Mind frogcast Ep.60 – Co-evolving with Physical AI","description":"Our Guest: John Robins, Head of Physical AI, frog","topics_title":"","topics":false,"author":"Podcast","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e, we’re exploring what happens when AI moves from the screen into the physical world. To take this leap, we’re joined by John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003eJohn defines physical AI as intelligence that understands the physics of our world. Together, we journey through how real-world experiences could be set to evolve as AI gains the ability to move through space, share our environments and take actions alongside us.\u003c/p\u003e\n\u003cp\u003eAre we about to see physical AI at scale? And if so, where will we see early adoption? How can we navigate decisions around what to and what not to automate? How can we ensure we don’t lose touch with human aspects, such as emotion and ritual?\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the\u003cstrong\u003e Design Mind frogcas\u003c/strong\u003et on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eAre you ready to uncover the future of human experiences? Download frog’s latest \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003eDiscover recent frog physical AI work: \u003ca href=\"https://www.frog.co/work/designing-robots-for-human-spaces-with-physical-ai\"\u003eDesigning Robots for Human Spaces\u003c/a\u003e. And check out Fast Company articles on the project \u003ca href=\"https://www.fastcompany.com/91464905/writing-the-dna-of-robotics\"\u003ehere\u003c/a\u003e and \u003ca href=\"https://www.fastcompany.com/91377715/computers-were-designed-for-humans-robots-should-be-too\"\u003ehere\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003ciframe loading=\"lazy\" src=\"https://player.simplecast.com/180e49e7-d88c-4bfb-bc88-b38f3c9b3480?dark=true\" width=\"100%\" height=\"200px\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 60:\u003c/strong\u003e Co-evolving with Physical AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e John Robins, Head of Physical AI, frog\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:00] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re exploring what it really means when AI moves off the screen and into the physical world. To do this, we’re joined by John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003eFor John, physical AI isn’t just about systems, sensors or autonomy. It starts with how we experience the world—what we notice, what we’re drawn to and how we share meaningful moments. It’s also about the changes that happen when AI can move through space, share our environments and take action alongside us.\u003c/p\u003e\n\u003cp\u003eHere’s John now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:50] John Robins:\u003c/strong\u003e At a personal level, I\u0026#8217;m actually enamored by beauty. I live in Marin. My apartment faces Mount Tam and Corte Madera Creek. And so I\u0026#8217;m just like drawn by beauty all around us. I enjoy exploring new countries, you know, just experiencing new cultures and new cuisines. I\u0026#8217;m based in San Francisco. I see beauty when I go to a ballet or a musical. And as I was thinking about it, I realized that every time I\u0026#8217;m experiencing a beautiful moment, my first instinct is to pull out my phone and capture that moment. I want it to last as long as possible. So this whole idea of creating products and experiences that bring delight and bring joy and create memories for people, of course, leveraging technology is more than a job for me.\u003c/p\u003e\n\u003cp\u003eHi, I\u0026#8217;m John Robins. I\u0026#8217;m heading Physical AI for frog. I have an engineering and business background. I was involved in the creation and launch of one of the world\u0026#8217;s first 3D map products, which is basically a digital representation of the world in one in one way, representation of physical AI.\u003c/p\u003e\n\u003cp\u003eI remember very fondly, at the time, my company president handed me a copy of Don Norman\u0026#8217;s Design of Everyday Things, and he was very particular about identifying user needs. And one of the formative experiences I had was taking a paper map (these are the days when we still used paper maps) and sitting down with end users and trying to understand what did they want to see in a digital map. So early on, I had my thinking was shaped around human-centered thinking and thinking about how does technology, not just how does it work, but also how is it used for human beings, and how does it make our lives more meaningful?\u003c/p\u003e\n\u003cp\u003eFast forward, many years later, a few years ago, I took a course in AI because of my background in navigation and the advances in autonomous vehicles. That is when I first started getting fascinated by the idea of AI for the physical world. Following that, I have worked in connected technologies, sensor technology and IoT as well for industrial and consumer applications. So throughout my life, I have worked in technologies at the intersection of the physical and digital, and I find that very fascinating, because, as you know, humans are analog, but we seamlessly navigate between the physical and digital world through technology, and so to be able to enable that is a fascinating part of my work.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:08] Elizabeth Wood:\u003c/strong\u003e Physical AI is showing up in more conversations. But as an emerging field, it’s often approached with assumptions and, sometimes, misunderstandings. Here John shares what physical AI actually is and why the correct definition matters.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:21] John Robins:\u003c/strong\u003e When I think of physical AI, I think of intelligence that understands the physics of the world. It understands force, causality, consequences, we all are familiar with large language models. You know, LLM-based models process text or information. If I type ‘pour me a glass of red wine’ it\u0026#8217;s basically a string of words, right? But physical AI understands the weight of the glass, its contents, the friction that is needed to move it safely, so it translates my text into action. Basically, physical AI sees the world through sensors, understands context, reasons about what is happening and then translates that into action.\u003c/p\u003e\n\u003cp\u003ePhysical AI is very multidisciplinary. Is one of those few fields where you need software engineers, hardware engineers, designers, strategists, and it spans the entire innovation funnel, all the way from opportunity definition, ROI framing, through product definition, early concepting to downselecting those concepts and prototyping it to validate whether it works and is the kind of product that we want to build, and then finally building it and scaling it for impact and scale. So yeah, our teams are involved in every stage, and in my role, I\u0026#8217;m really fortunate to be able to get, like, a front row seat talking to clients who are ambitious, who want to impact the life of their consumers and users as well as create new business value. So understanding what their aspirations and ambitions are, and translating that into technical requirements and design requirements and bringing it to reality is kind of what is part of my role.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:54] Elizabeth Wood:\u003c/strong\u003e This is where AI stops being something we look at and starts becoming something we live with. For John, a lot changes when AI leaves the screen and begins to operate in the physical world.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:04] John Robins:\u003c/strong\u003e It means understanding that there are constraints like gravity, and as I mentioned, for things like friction and distance, time, human unpredictability. It also means understanding affordances. Now I\u0026#8217;m using a design language here, but what objects allow, what space is constrained, and what do humans expect? The difference between, as I explained earlier, AI that knows what a door is, versus physical AI is knowing how to open the door so it translates intent and text into action. It really is like making sense of the 3D world, perceiving it, reasoning about it and then taking autonomous action.\u003c/p\u003e\n\u003cp\u003eSensors is a very broad term for multimodal perception. So it can be voice, it can be recognizing voice or gesture or biomarkers like temperature and all of those things. So it\u0026#8217;s multimodal and, you know, computer vision camera-based systems as well, they also fall under the definition of sensors. It\u0026#8217;s not just about seeing something, but deriving meaning from it.\u003c/p\u003e\n\u003cp\u003ePhysical AI, of course, includes robotics. It\u0026#8217;s one of the major applications of physical AI. But it\u0026#8217;s not limited to hardware. There are many digital applications of physical AI as well. I think the key idea is that the substrate can be digital or virtual, but the logic has to be physical, as I mentioned, understanding the physics or the laws of the world.\u003c/p\u003e\n\u003cp\u003eI can give an example to explain a virtual application or digital application. Nvidia came out with this system called Nvidia Earth-2, which is a digital twin of the planet for simulating climate. So it internalizes the physics of the atmosphere, pressure, heat transfer, fluid dynamics, and it can simulate a typhoon at like two kilometer resolution in seconds. So there is no physical product here, no robot involved, but it\u0026#8217;s pure physics, grounded intelligence in a digital world. I mentioned about Fei-Fei Li. She\u0026#8217;s one of the pioneers in the space. She says that LLMs understand the language of humans, physical AI must understand the language of nature. I think she puts it really well. So there are many other applications. You can think of, you know, game designers and filmmakers who can now conjure entire worlds, scenes and perspectives, which is less time-consuming and less expensive compared to like the traditional production pipeline. Think about in every manufactured object or constructed space, they\u0026#8217;re usually designed, again in virtual 3D before its physical creation, but with spatially intelligent models, we can now quickly visualize structures and walk through spaces and understand how we might want to live and work and gather. But again, the core is those physics informed intelligence layer.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:38] Elizabeth Wood:\u003c/strong\u003e What’s taking shape is an intelligence that goes past prediction and perception. It’s AI that understands how the world behaves and why humans move within it the way they do. Here John shares some of the potential use cases for physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:50] John Robins:\u003c/strong\u003e I think it\u0026#8217;s a combination of different factors. I think the immediate opportunity is definitely in robotics, is embedding intelligence into physical products that can do things that were not possible in the past. I think the hero moment is going to be when physical AI intersects with human needs. Think about an aging population, maybe a robotic dog that can alleviate loneliness. Or think about a drone system that can, you know, ship supplies to remote areas. Those are all applications where physical AI can make a huge difference. Is there going to be one main application? I don\u0026#8217;t know the answer to that yet.\u003c/p\u003e\n\u003cp\u003eI think it\u0026#8217;s about understanding context. Just to give an example, if I were to ask you, what time is it? You might say 12:30 and that\u0026#8217;s a correct answer, or you might say it\u0026#8217;s time for lunch. So the nuance is understanding the context. You know, it\u0026#8217;s not just a string of words. You\u0026#8217;re able to translate my question into the intent that I have embedded in my question. Our sister company, Synapse built a contextually aware robot many years ago, which kind of solidifies the point that I want to make. Imagine an Alexa system that we have used in the past. If you were to ask it, turn that light off, Alexa doesn\u0026#8217;t know which light to turn off. It just understands your words and your language, but doesn\u0026#8217;t understand context. So Synapse built this contextually aware robot, Gerard. If you were to look in a particular direction or point in a particular direction and say ‘turn that light off,’ the robot then senses, it understands gaze and gesture and can translate that into intent and take the right action of turning the right light off. So that\u0026#8217;s what we mean by understanding human intent. It requires multimodal sensing of voice, gesture, gaze, movement and sometimes even emotional state. Imagine if a human stops suddenly. Is it because of fear, or did they drop something? The system has to be able to understand those kinds of nuances, and we\u0026#8217;re not there yet, but there\u0026#8217;s a lot of advances that are happening in that space.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:44] Elizabeth Wood:\u003c/strong\u003e As autonomous systems leave controlled environments, they start to meet us where we are. And that changes the design challenge entirely. Here John shares why the human must always be at the center of physical AI innovation.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:57] John Robins:\u003c/strong\u003e I think increasingly we will see autonomous systems sharing human spaces. And so we have to ask ourselves, you know, how do we want technology to show up in our space and share our space? What form it takes, what expression it takes, is really very nuanced. My colleague Inna Lobel can speak more about this, but imagine if you\u0026#8217;re making a coffee making machine, a robot that can just dispense coffee. Making coffee for us is a ritual. It\u0026#8217;s more than just an activity. There\u0026#8217;s emotion involved in it. There is a routine involved in it. Maybe you drink coffee with someone special in your life. So considering all those contextual factors of emotion and context and social cues is very important thinking about the form and the expression of the system that you design.\u003c/p\u003e\n\u003cp\u003eRobotics itself is not new. It has been around for many decades, but there have been advances in technology as well as shifts in how people think about technology which is accelerating the advance of physical AI. Thinking about it first from the perspective of AI, robotics in the past was mostly confined behind fences in constrained environments, and they were scripted to do like a specific task, like a pick and place robot, repetitive task that it keeps doing again and again. But today, foundation models are allowing robots to learn from data, to learn from experience. So instead of programming it to do something almost like human beings, they\u0026#8217;re learning from our experiences, which we show them through different kinds of training models, but also through their own experiences of doing something and then learning from it. And that means that today, robots are more adaptive. They\u0026#8217;re not just doing one set task. They can adapt to new situations that they have not seen before. So that\u0026#8217;s like a big change when you think about it from the AI perspective. The other angle is advances in hardware, and costs of hardware, especially sensors and compute, have dropped significantly. What that means is that physical AI is becoming more accessible. Maybe what cost, let\u0026#8217;s say, $100,000 to build in the past, maybe cost a fraction of that today. And so in addition to being confined to, you know, high end industrial applications or automotive applications, physical AI will start entering service-centric contracts or consumer spaces as well. So that\u0026#8217;s the second piece, and the third piece is socioeconomic factors as well. When we think about the evolving consumer needs, this push for greater personalization, faster delivery, is really what is accelerating physical AI in industrial settings, but meanwhile, aging populations are driving use cases in elder care and structural labor gaps in retail are accelerating food automation robots as well. So it\u0026#8217;s this combination of technological advances in AI, drops in cost of hardware and socioeconomic factors that\u0026#8217;s driving physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:50] Elizabeth Wood:\u003c/strong\u003e We’re going to take a short break. When we return, John will discuss the human choices at the center of physical AI—what we hand over to machines, what we hold onto, and how those decisions shape the world we’re building together.\u003c/p\u003e\n"},{"acf_fc_layout":"report_link_out_block","image":{"ID":86210,"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploaded_to":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","medium-width":300,"medium-height":287,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","medium_large-width":640,"medium_large-height":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","large-width":640,"large-height":613,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536x1536-width":1268,"1536x1536-height":1214,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048x2048-width":1268,"2048x2048-height":1214}},"description":"For more on how AI is bending the limits of our physical and digital worlds, download our latest frog report ‘Futurescape: Artificial Realities.’  ","report_link":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003e[00:13:32] Elizabeth Wood:\u003c/strong\u003e Now back to John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:35] John Robins:\u003c/strong\u003e So I think the technology is not in its R\u0026amp;D stage. It\u0026#8217;s certainly like in early stages of deployment, maybe not fully ready to scale, because of that, I think we will see earliest adoption of physical AI in industrial settings. What I mean by that is that industrial settings are kind of semi-structured. The workflows are standardized. The space is more predictable and the stakes are low as well. If something fails, it is not catastrophic. Versus, let\u0026#8217;s say, if you think about like a home setting, it\u0026#8217;s a little bit, or maybe not a little bit, it\u0026#8217;s the most unstructured environment, unpredictable space. You have wires hanging around, you have kids running around, and so building robotics for home spaces is going to be tricky. Or think about health care, I think that\u0026#8217;s going to be one of the biggest spaces for adoption of physical AI, but it’s a highly regulated industry, you can\u0026#8217;t have a system that hallucinates or makes an error. And so, both from a technology standpoint, as well as from a business standpoint, I think the earliest adoption is going to be in the back of the house automation. As I mentioned earlier, there are systemic structural gaps in labor force, and so there\u0026#8217;s a clear ROI in the industrial space. And as technology matures, as people\u0026#8217;s trust in autonomous systems increases as well, we will see adoption of physical AI in more consumer-facing spaces as well.\u003c/p\u003e\n\u003cp\u003eAll these physical systems are also data collection engines. If you think about whether it\u0026#8217;s just a sensor in a equipment, industrial equipment, or whether it\u0026#8217;s a robot, it\u0026#8217;s actually collecting data about the real world interaction with human beings, automating different activities and tasks. And so it is both an opportunity and also a reason for caution as well. I think the opportunity is in integrating this new layer of data with existing digital data as well, systems like an ERP or a WMS system. If you think about integrating data coming from different streams, then you\u0026#8217;re able to create new categories of new meaning and new categories of products, new revenue generation opportunities. And so I think data is going to be a key, and data will be a differentiator and potentially a moat for the company as well, because this is your own proprietary data. It\u0026#8217;s not just internet scale data. This is specific to the enterprise or the application or the context in which you\u0026#8217;re deploying the system. So data is going to be a key differentiator.\u003c/p\u003e\n\u003cp\u003eWhen I talk to clients, one of the things that I want to address is thinking about, what kind of activity do you want to automate as this autonomous system starts sharing human spaces, what should remain deeply human, and what is it that you want to offload to a machine? And number two is also calculating or understanding the business value of automating a task. I was recently talking to a client. Their business goal was to double the output without increasing the number of employees. And, you know, to build a system like that, the upfront CapEx was really high, so it didn\u0026#8217;t really make business sense for them just to create one robot for one retail space. So I think we had to ask ourselves, like, what activities are automatable, and is there business value? Like mapping it against those two axes will give us the answer of, what are the things that we want to really automate?\u003c/p\u003e\n\u003cp\u003eThe tasks that are automatable are the ones that are usually repetitive and where the stakes are low, meaning that if something goes wrong, it\u0026#8217;s not catastrophic. The upside of automating a task is high because you\u0026#8217;re automating a repetitive task and taking away that mundane task away from a human being, and if for some reason, something fails, the downside is very low. So that, for me, is like the criteria of deciding what to automate and what not to automate.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:09] Elizabeth Wood:\u003c/strong\u003e Sharing physical space with AI is only the beginning. The deeper shift comes when machines start to share our tasks and our time. During our conversation, John shared his perspective on turning from the functional aspects of technology to its real values.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:25] John Robins:\u003c/strong\u003e I think the other important consideration would also be, what is it that humans want to hold, and what is it that they want to fold? What are the things that humans like to continue doing, and what are the things that they don\u0026#8217;t want to do? Maybe it\u0026#8217;s dangerous, maybe it\u0026#8217;s dull and not as meaningful for them. So again, thinking about machines as autonomous systems that will share, not just human spaces, but human tasks and share decision making. We are to consider what are those things that will keep humans at the center of innovation and make life more richer for them than feeling like they\u0026#8217;ve been replaced?\u003c/p\u003e\n\u003cp\u003eWhen you think about systems today, they have human-like characteristics, which means they have the intelligence to ingest information, reason about it and take action. They have that agency to decide for themselves without needing a human intervention. The human is not programming and telling it what to do. It\u0026#8217;s learning from what humans have taught it, but then it can adapt itself to new situations. This is a big shift, because if you think about it, humans have always directed the work of other non-human entities, right? But now machines are becoming intelligent like humans. They can see, they can talk in natural language, they can perceive, break a problem into multiple steps and then take actions. And this is both exciting, but also demands real caution. In a digital system, you know, if a system hallucinates, you know, we all have had experiences where you ask a question and it makes up something and makes it sound like it\u0026#8217;s real. But you know, you can use human judgment to understand that there is an error and you can correct it. But in the physical world, if the system hallucinates, so for example, if you ask it to pick a pipe and it pulls a live wire instead, it can be catastrophic. It can harm people, or it can cause damage to property. And so as systems become more and more autonomous, and machines are able to learn a range of new behaviors, it really becomes harder to predict and constrain their behavior. And so building systems with guardrails, the operational limits, and having human in the loop as much as needed is, I believe, the right direction. So physical AI has to be predictable. It has to have legible behavior, where humans are able to understand what the system is doing, and why is it doing that, and whether it is whether they can override it.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:38] Elizabeth Wood:\u003c/strong\u003e As the field matures, the question is no longer just can we build it. It’s how—and why—we choose to. Because, ultimately, these systems will shape the world we live in. When it comes to business strategy, John shared why certain principles must apply to designing, building and scaling physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:54] John Robins:\u003c/strong\u003e I live in Silicon Valley, where the guiding principle is, you know, move fast and break things. I believe that when it comes to physical AI, we have to design with purpose and engineer responsibly. I believe that we are not just creating products. We are creating a new world, a new reality, in which we are sharing our lives, our spaces, our tasks, our decisions, with autonomous systems. And so we have to carefully think about the unintended consequences, and also, what kind of world do we want to create for ourselves and our future generations? The opportunity is real, but I don\u0026#8217;t think that the answer is robots everywhere. You have to apply robotics and physical AI where they intersect with human needs. And as I mentioned earlier, that could mean a robotic dog that helps reduce loneliness for an aging parent. It could mean robot-assisted disaster evacuation, or, you know, drone delivery of critical supplies. Regardless of what that use case is, and we have to identify where the pain points are, and you know where it makes sense to have robotic systems take on some of these tasks, but the core principle is to design with purpose and engineer responsibly.\u003c/p\u003e\n\u003cp\u003eI would add that when you think about great physical experience, I would say that technology should never be in our face. It should be invisible. It\u0026#8217;s a system that fades into the background and quietly makes life easier for us. We see robots flipping, and sometimes you want to ask, is it cool or is it really creepy? We don\u0026#8217;t know. So I believe that you know, great physical experiences are the ones that make humans feel respected, empowered, augmented and are taking on the tasks and things that humans don\u0026#8217;t want to do or should not do, instead of managing them or replacing them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:21:31] Elizabeth Wood:\u003c/strong\u003e Amidst all this complexity, John shares how something simple always comes back into view. Humans are social. We attach meaning. And any intelligence that shares our space will eventually share our emotional landscape too.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:21:44] John Robins:\u003c/strong\u003e I think, you know, human beings are social by nature. We like to bond. We like to connect. Even when you think of, you know, something like ChatGPT or Claude, any LLM based system, humans are forming a kind of relationship with it, a parasocial relationship, so to speak. So when you think about physical AI robotic systems, these are systems that will occupy our space, so we will, over time, maybe form some kind of connection with these systems. So having systems that share our space and take on our tasks while being relatable, and systems that you feel comfortable around and systems that create delight for you, is where the magic lies.\u003c/p\u003e\n\u003cp\u003eI believe that physical AI needs both designers and engineers. Designers imagine what could be without any constraints, new futures, experiences, systems that could advance human life. I believe engineers bring that to life, bring that to reality. Working with the constraints of what technology can do. I often like to think of them as, you know, the left and right side of our brain. The analytical and the experiential side of humanity that kind of, when, when it comes together, becomes one cohesive unit. I do think that there\u0026#8217;s a lot that we can learn from each other. I believe that engineers have to understand and develop fluency in what I would call soft metrics, understanding, delight, trust, meaningful experiences, memorable experiences. And I feel that designers have to respect hard metrics, latency, reliability, safety margins, mean time between failures. So I think we need a shared language between both designers and engineers, because design decisions become system behavior, and system behavior drives human experiences. And so it\u0026#8217;s, you know, when we bring those two sides together, of imagining what could be and bringing it to reality, that\u0026#8217;s when magic happens.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:35] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent.\u003c/p\u003e\n\u003cp\u003eCheck today’s show notes for transcripts and a link to download \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry#download\"\u003efrog’s Futurescape report\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eWe really want to thank our guest, John Robins, Head of Physical AI at frog for sharing his insights.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"ID":87033,"post_author":"30","post_date":"2026-05-15 19:26:22","post_date_gmt":"2026-05-15 19:26:22","post_content":"","post_title":"John Robins","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"john-robins","to_ping":"","pinged":"","post_modified":"2026-05-15 19:28:57","post_modified_gmt":"2026-05-15 19:28:57","post_content_filtered":"","post_parent":0,"guid":"https://www.frog.co/?post_type=authors\u0026#038;p=87033","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"John Robins","bio":"\u003cp\u003eJohn focuses on building connected ecosystems where intelligent systems and humans work seamlessly together. With 18+ years in product strategy and innovation, he partners with innovative companies and senior leaders to shape new futures using AI, robotics, computer vision, smart sensing, and geospatial technologies.\u003c/p\u003e\n\u003cp\u003eHe previously led product management at a major technology company and ran an industrial IoT startup. John holds an MBA from DeMontfort University, is pursuing an MS in Computer Science (AI) at Georgia Tech and frequently speaks on Physical AI. He is also a Gartner Product Management Ambassador.\u003c/p\u003e\n\u003cp\u003eOutside of work, John loves to explore new countries, hit the padel court, and catch live theatre.\u003c/p\u003e\n","designation":"Head of Physical AI","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":87035,"id":87035,"title":"John-Robins-author","filename":"John-Robins-author.jpg","filesize":119679,"url":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","link":"https://www.frog.co/authors/john-robins/attachment/john-robins-author/","alt":"","author":"30","description":"","caption":"","name":"john-robins-author","status":"inherit","uploaded_to":87033,"date":"2026-05-15 19:28:39","modified":"2026-05-15 19:28:39","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1000,"height":1000,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-300x300.jpg","medium-width":300,"medium-height":300,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-768x768.jpg","medium_large-width":640,"medium_large-height":640,"large":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","large-width":640,"large-height":640,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","1536x1536-width":1000,"1536x1536-height":1000,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","2048x2048-width":1000,"2048x2048-height":1000}}},"author_featured":""},"post_url_slug":"https://www.frog.co/authors/john-robins/"},{"ID":16815,"post_author":"16","post_date":"2020-11-20 23:18:33","post_date_gmt":"2020-11-20 23:18:33","post_content":"","post_title":"Elizabeth Wood","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"elizabeth-wood","to_ping":"","pinged":"","post_modified":"2023-08-20 08:53:37","post_modified_gmt":"2023-08-20 08:53:37","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=16815","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":21629,"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploaded_to":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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Mind frogcast Ep.60 – Co-evolving with Physical AI","description":"Our Guest: John Robins, Head of Physical AI, frog","topicsTitle":"","topics":false,"author":"Podcast","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e, we’re exploring what happens when AI moves from the screen into the physical world. To take this leap, we’re joined by John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003eJohn defines physical AI as intelligence that understands the physics of our world. Together, we journey through how real-world experiences could be set to evolve as AI gains the ability to move through space, share our environments and take actions alongside us.\u003c/p\u003e\n\u003cp\u003eAre we about to see physical AI at scale? And if so, where will we see early adoption? How can we navigate decisions around what to and what not to automate? How can we ensure we don’t lose touch with human aspects, such as emotion and ritual?\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the\u003cstrong\u003e Design Mind frogcas\u003c/strong\u003et on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eAre you ready to uncover the future of human experiences? Download frog’s latest \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n\u003cp\u003eDiscover recent frog physical AI work: \u003ca href=\"https://www.frog.co/work/designing-robots-for-human-spaces-with-physical-ai\"\u003eDesigning Robots for Human Spaces\u003c/a\u003e. And check out Fast Company articles on the project \u003ca href=\"https://www.fastcompany.com/91464905/writing-the-dna-of-robotics\"\u003ehere\u003c/a\u003e and \u003ca href=\"https://www.fastcompany.com/91377715/computers-were-designed-for-humans-robots-should-be-too\"\u003ehere\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003ciframe loading=\"lazy\" src=\"https://player.simplecast.com/180e49e7-d88c-4bfb-bc88-b38f3c9b3480?dark=true\" width=\"100%\" height=\"200px\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 60:\u003c/strong\u003e Co-evolving with Physical AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e John Robins, Head of Physical AI, frog\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:00] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re exploring what it really means when AI moves off the screen and into the physical world. To do this, we’re joined by John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003eFor John, physical AI isn’t just about systems, sensors or autonomy. It starts with how we experience the world—what we notice, what we’re drawn to and how we share meaningful moments. It’s also about the changes that happen when AI can move through space, share our environments and take action alongside us.\u003c/p\u003e\n\u003cp\u003eHere’s John now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:50] John Robins:\u003c/strong\u003e At a personal level, I\u0026#8217;m actually enamored by beauty. I live in Marin. My apartment faces Mount Tam and Corte Madera Creek. And so I\u0026#8217;m just like drawn by beauty all around us. I enjoy exploring new countries, you know, just experiencing new cultures and new cuisines. I\u0026#8217;m based in San Francisco. I see beauty when I go to a ballet or a musical. And as I was thinking about it, I realized that every time I\u0026#8217;m experiencing a beautiful moment, my first instinct is to pull out my phone and capture that moment. I want it to last as long as possible. So this whole idea of creating products and experiences that bring delight and bring joy and create memories for people, of course, leveraging technology is more than a job for me.\u003c/p\u003e\n\u003cp\u003eHi, I\u0026#8217;m John Robins. I\u0026#8217;m heading Physical AI for frog. I have an engineering and business background. I was involved in the creation and launch of one of the world\u0026#8217;s first 3D map products, which is basically a digital representation of the world in one in one way, representation of physical AI.\u003c/p\u003e\n\u003cp\u003eI remember very fondly, at the time, my company president handed me a copy of Don Norman\u0026#8217;s Design of Everyday Things, and he was very particular about identifying user needs. And one of the formative experiences I had was taking a paper map (these are the days when we still used paper maps) and sitting down with end users and trying to understand what did they want to see in a digital map. So early on, I had my thinking was shaped around human-centered thinking and thinking about how does technology, not just how does it work, but also how is it used for human beings, and how does it make our lives more meaningful?\u003c/p\u003e\n\u003cp\u003eFast forward, many years later, a few years ago, I took a course in AI because of my background in navigation and the advances in autonomous vehicles. That is when I first started getting fascinated by the idea of AI for the physical world. Following that, I have worked in connected technologies, sensor technology and IoT as well for industrial and consumer applications. So throughout my life, I have worked in technologies at the intersection of the physical and digital, and I find that very fascinating, because, as you know, humans are analog, but we seamlessly navigate between the physical and digital world through technology, and so to be able to enable that is a fascinating part of my work.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:08] Elizabeth Wood:\u003c/strong\u003e Physical AI is showing up in more conversations. But as an emerging field, it’s often approached with assumptions and, sometimes, misunderstandings. Here John shares what physical AI actually is and why the correct definition matters.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:21] John Robins:\u003c/strong\u003e When I think of physical AI, I think of intelligence that understands the physics of the world. It understands force, causality, consequences, we all are familiar with large language models. You know, LLM-based models process text or information. If I type ‘pour me a glass of red wine’ it\u0026#8217;s basically a string of words, right? But physical AI understands the weight of the glass, its contents, the friction that is needed to move it safely, so it translates my text into action. Basically, physical AI sees the world through sensors, understands context, reasons about what is happening and then translates that into action.\u003c/p\u003e\n\u003cp\u003ePhysical AI is very multidisciplinary. Is one of those few fields where you need software engineers, hardware engineers, designers, strategists, and it spans the entire innovation funnel, all the way from opportunity definition, ROI framing, through product definition, early concepting to downselecting those concepts and prototyping it to validate whether it works and is the kind of product that we want to build, and then finally building it and scaling it for impact and scale. So yeah, our teams are involved in every stage, and in my role, I\u0026#8217;m really fortunate to be able to get, like, a front row seat talking to clients who are ambitious, who want to impact the life of their consumers and users as well as create new business value. So understanding what their aspirations and ambitions are, and translating that into technical requirements and design requirements and bringing it to reality is kind of what is part of my role.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:54] Elizabeth Wood:\u003c/strong\u003e This is where AI stops being something we look at and starts becoming something we live with. For John, a lot changes when AI leaves the screen and begins to operate in the physical world.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:04] John Robins:\u003c/strong\u003e It means understanding that there are constraints like gravity, and as I mentioned, for things like friction and distance, time, human unpredictability. It also means understanding affordances. Now I\u0026#8217;m using a design language here, but what objects allow, what space is constrained, and what do humans expect? The difference between, as I explained earlier, AI that knows what a door is, versus physical AI is knowing how to open the door so it translates intent and text into action. It really is like making sense of the 3D world, perceiving it, reasoning about it and then taking autonomous action.\u003c/p\u003e\n\u003cp\u003eSensors is a very broad term for multimodal perception. So it can be voice, it can be recognizing voice or gesture or biomarkers like temperature and all of those things. So it\u0026#8217;s multimodal and, you know, computer vision camera-based systems as well, they also fall under the definition of sensors. It\u0026#8217;s not just about seeing something, but deriving meaning from it.\u003c/p\u003e\n\u003cp\u003ePhysical AI, of course, includes robotics. It\u0026#8217;s one of the major applications of physical AI. But it\u0026#8217;s not limited to hardware. There are many digital applications of physical AI as well. I think the key idea is that the substrate can be digital or virtual, but the logic has to be physical, as I mentioned, understanding the physics or the laws of the world.\u003c/p\u003e\n\u003cp\u003eI can give an example to explain a virtual application or digital application. Nvidia came out with this system called Nvidia Earth-2, which is a digital twin of the planet for simulating climate. So it internalizes the physics of the atmosphere, pressure, heat transfer, fluid dynamics, and it can simulate a typhoon at like two kilometer resolution in seconds. So there is no physical product here, no robot involved, but it\u0026#8217;s pure physics, grounded intelligence in a digital world. I mentioned about Fei-Fei Li. She\u0026#8217;s one of the pioneers in the space. She says that LLMs understand the language of humans, physical AI must understand the language of nature. I think she puts it really well. So there are many other applications. You can think of, you know, game designers and filmmakers who can now conjure entire worlds, scenes and perspectives, which is less time-consuming and less expensive compared to like the traditional production pipeline. Think about in every manufactured object or constructed space, they\u0026#8217;re usually designed, again in virtual 3D before its physical creation, but with spatially intelligent models, we can now quickly visualize structures and walk through spaces and understand how we might want to live and work and gather. But again, the core is those physics informed intelligence layer.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:38] Elizabeth Wood:\u003c/strong\u003e What’s taking shape is an intelligence that goes past prediction and perception. It’s AI that understands how the world behaves and why humans move within it the way they do. Here John shares some of the potential use cases for physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:50] John Robins:\u003c/strong\u003e I think it\u0026#8217;s a combination of different factors. I think the immediate opportunity is definitely in robotics, is embedding intelligence into physical products that can do things that were not possible in the past. I think the hero moment is going to be when physical AI intersects with human needs. Think about an aging population, maybe a robotic dog that can alleviate loneliness. Or think about a drone system that can, you know, ship supplies to remote areas. Those are all applications where physical AI can make a huge difference. Is there going to be one main application? I don\u0026#8217;t know the answer to that yet.\u003c/p\u003e\n\u003cp\u003eI think it\u0026#8217;s about understanding context. Just to give an example, if I were to ask you, what time is it? You might say 12:30 and that\u0026#8217;s a correct answer, or you might say it\u0026#8217;s time for lunch. So the nuance is understanding the context. You know, it\u0026#8217;s not just a string of words. You\u0026#8217;re able to translate my question into the intent that I have embedded in my question. Our sister company, Synapse built a contextually aware robot many years ago, which kind of solidifies the point that I want to make. Imagine an Alexa system that we have used in the past. If you were to ask it, turn that light off, Alexa doesn\u0026#8217;t know which light to turn off. It just understands your words and your language, but doesn\u0026#8217;t understand context. So Synapse built this contextually aware robot, Gerard. If you were to look in a particular direction or point in a particular direction and say ‘turn that light off,’ the robot then senses, it understands gaze and gesture and can translate that into intent and take the right action of turning the right light off. So that\u0026#8217;s what we mean by understanding human intent. It requires multimodal sensing of voice, gesture, gaze, movement and sometimes even emotional state. Imagine if a human stops suddenly. Is it because of fear, or did they drop something? The system has to be able to understand those kinds of nuances, and we\u0026#8217;re not there yet, but there\u0026#8217;s a lot of advances that are happening in that space.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:44] Elizabeth Wood:\u003c/strong\u003e As autonomous systems leave controlled environments, they start to meet us where we are. And that changes the design challenge entirely. Here John shares why the human must always be at the center of physical AI innovation.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:57] John Robins:\u003c/strong\u003e I think increasingly we will see autonomous systems sharing human spaces. And so we have to ask ourselves, you know, how do we want technology to show up in our space and share our space? What form it takes, what expression it takes, is really very nuanced. My colleague Inna Lobel can speak more about this, but imagine if you\u0026#8217;re making a coffee making machine, a robot that can just dispense coffee. Making coffee for us is a ritual. It\u0026#8217;s more than just an activity. There\u0026#8217;s emotion involved in it. There is a routine involved in it. Maybe you drink coffee with someone special in your life. So considering all those contextual factors of emotion and context and social cues is very important thinking about the form and the expression of the system that you design.\u003c/p\u003e\n\u003cp\u003eRobotics itself is not new. It has been around for many decades, but there have been advances in technology as well as shifts in how people think about technology which is accelerating the advance of physical AI. Thinking about it first from the perspective of AI, robotics in the past was mostly confined behind fences in constrained environments, and they were scripted to do like a specific task, like a pick and place robot, repetitive task that it keeps doing again and again. But today, foundation models are allowing robots to learn from data, to learn from experience. So instead of programming it to do something almost like human beings, they\u0026#8217;re learning from our experiences, which we show them through different kinds of training models, but also through their own experiences of doing something and then learning from it. And that means that today, robots are more adaptive. They\u0026#8217;re not just doing one set task. They can adapt to new situations that they have not seen before. So that\u0026#8217;s like a big change when you think about it from the AI perspective. The other angle is advances in hardware, and costs of hardware, especially sensors and compute, have dropped significantly. What that means is that physical AI is becoming more accessible. Maybe what cost, let\u0026#8217;s say, $100,000 to build in the past, maybe cost a fraction of that today. And so in addition to being confined to, you know, high end industrial applications or automotive applications, physical AI will start entering service-centric contracts or consumer spaces as well. So that\u0026#8217;s the second piece, and the third piece is socioeconomic factors as well. When we think about the evolving consumer needs, this push for greater personalization, faster delivery, is really what is accelerating physical AI in industrial settings, but meanwhile, aging populations are driving use cases in elder care and structural labor gaps in retail are accelerating food automation robots as well. So it\u0026#8217;s this combination of technological advances in AI, drops in cost of hardware and socioeconomic factors that\u0026#8217;s driving physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:50] Elizabeth Wood:\u003c/strong\u003e We’re going to take a short break. When we return, John will discuss the human choices at the center of physical AI—what we hand over to machines, what we hold onto, and how those decisions shape the world we’re building together.\u003c/p\u003e\n"},{"acfFcLayout":"report_link_out_block","image":{"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploadedTo":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","mediumWidth":300,"mediumHeight":287,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","mediumLargeWidth":640,"mediumLargeHeight":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","largeWidth":640,"largeHeight":613,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536X1536Width":1268,"1536X1536Height":1214,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048X2048Width":1268,"2048X2048Height":1214}},"description":"For more on how AI is bending the limits of our physical and digital worlds, download our latest frog report ‘Futurescape: Artificial Realities.’  ","reportLink":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003e[00:13:32] Elizabeth Wood:\u003c/strong\u003e Now back to John Robins, Head of Physical AI at frog.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:35] John Robins:\u003c/strong\u003e So I think the technology is not in its R\u0026amp;D stage. It\u0026#8217;s certainly like in early stages of deployment, maybe not fully ready to scale, because of that, I think we will see earliest adoption of physical AI in industrial settings. What I mean by that is that industrial settings are kind of semi-structured. The workflows are standardized. The space is more predictable and the stakes are low as well. If something fails, it is not catastrophic. Versus, let\u0026#8217;s say, if you think about like a home setting, it\u0026#8217;s a little bit, or maybe not a little bit, it\u0026#8217;s the most unstructured environment, unpredictable space. You have wires hanging around, you have kids running around, and so building robotics for home spaces is going to be tricky. Or think about health care, I think that\u0026#8217;s going to be one of the biggest spaces for adoption of physical AI, but it’s a highly regulated industry, you can\u0026#8217;t have a system that hallucinates or makes an error. And so, both from a technology standpoint, as well as from a business standpoint, I think the earliest adoption is going to be in the back of the house automation. As I mentioned earlier, there are systemic structural gaps in labor force, and so there\u0026#8217;s a clear ROI in the industrial space. And as technology matures, as people\u0026#8217;s trust in autonomous systems increases as well, we will see adoption of physical AI in more consumer-facing spaces as well.\u003c/p\u003e\n\u003cp\u003eAll these physical systems are also data collection engines. If you think about whether it\u0026#8217;s just a sensor in a equipment, industrial equipment, or whether it\u0026#8217;s a robot, it\u0026#8217;s actually collecting data about the real world interaction with human beings, automating different activities and tasks. And so it is both an opportunity and also a reason for caution as well. I think the opportunity is in integrating this new layer of data with existing digital data as well, systems like an ERP or a WMS system. If you think about integrating data coming from different streams, then you\u0026#8217;re able to create new categories of new meaning and new categories of products, new revenue generation opportunities. And so I think data is going to be a key, and data will be a differentiator and potentially a moat for the company as well, because this is your own proprietary data. It\u0026#8217;s not just internet scale data. This is specific to the enterprise or the application or the context in which you\u0026#8217;re deploying the system. So data is going to be a key differentiator.\u003c/p\u003e\n\u003cp\u003eWhen I talk to clients, one of the things that I want to address is thinking about, what kind of activity do you want to automate as this autonomous system starts sharing human spaces, what should remain deeply human, and what is it that you want to offload to a machine? And number two is also calculating or understanding the business value of automating a task. I was recently talking to a client. Their business goal was to double the output without increasing the number of employees. And, you know, to build a system like that, the upfront CapEx was really high, so it didn\u0026#8217;t really make business sense for them just to create one robot for one retail space. So I think we had to ask ourselves, like, what activities are automatable, and is there business value? Like mapping it against those two axes will give us the answer of, what are the things that we want to really automate?\u003c/p\u003e\n\u003cp\u003eThe tasks that are automatable are the ones that are usually repetitive and where the stakes are low, meaning that if something goes wrong, it\u0026#8217;s not catastrophic. The upside of automating a task is high because you\u0026#8217;re automating a repetitive task and taking away that mundane task away from a human being, and if for some reason, something fails, the downside is very low. So that, for me, is like the criteria of deciding what to automate and what not to automate.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:09] Elizabeth Wood:\u003c/strong\u003e Sharing physical space with AI is only the beginning. The deeper shift comes when machines start to share our tasks and our time. During our conversation, John shared his perspective on turning from the functional aspects of technology to its real values.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:25] John Robins:\u003c/strong\u003e I think the other important consideration would also be, what is it that humans want to hold, and what is it that they want to fold? What are the things that humans like to continue doing, and what are the things that they don\u0026#8217;t want to do? Maybe it\u0026#8217;s dangerous, maybe it\u0026#8217;s dull and not as meaningful for them. So again, thinking about machines as autonomous systems that will share, not just human spaces, but human tasks and share decision making. We are to consider what are those things that will keep humans at the center of innovation and make life more richer for them than feeling like they\u0026#8217;ve been replaced?\u003c/p\u003e\n\u003cp\u003eWhen you think about systems today, they have human-like characteristics, which means they have the intelligence to ingest information, reason about it and take action. They have that agency to decide for themselves without needing a human intervention. The human is not programming and telling it what to do. It\u0026#8217;s learning from what humans have taught it, but then it can adapt itself to new situations. This is a big shift, because if you think about it, humans have always directed the work of other non-human entities, right? But now machines are becoming intelligent like humans. They can see, they can talk in natural language, they can perceive, break a problem into multiple steps and then take actions. And this is both exciting, but also demands real caution. In a digital system, you know, if a system hallucinates, you know, we all have had experiences where you ask a question and it makes up something and makes it sound like it\u0026#8217;s real. But you know, you can use human judgment to understand that there is an error and you can correct it. But in the physical world, if the system hallucinates, so for example, if you ask it to pick a pipe and it pulls a live wire instead, it can be catastrophic. It can harm people, or it can cause damage to property. And so as systems become more and more autonomous, and machines are able to learn a range of new behaviors, it really becomes harder to predict and constrain their behavior. And so building systems with guardrails, the operational limits, and having human in the loop as much as needed is, I believe, the right direction. So physical AI has to be predictable. It has to have legible behavior, where humans are able to understand what the system is doing, and why is it doing that, and whether it is whether they can override it.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:38] Elizabeth Wood:\u003c/strong\u003e As the field matures, the question is no longer just can we build it. It’s how—and why—we choose to. Because, ultimately, these systems will shape the world we live in. When it comes to business strategy, John shared why certain principles must apply to designing, building and scaling physical AI.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:54] John Robins:\u003c/strong\u003e I live in Silicon Valley, where the guiding principle is, you know, move fast and break things. I believe that when it comes to physical AI, we have to design with purpose and engineer responsibly. I believe that we are not just creating products. We are creating a new world, a new reality, in which we are sharing our lives, our spaces, our tasks, our decisions, with autonomous systems. And so we have to carefully think about the unintended consequences, and also, what kind of world do we want to create for ourselves and our future generations? The opportunity is real, but I don\u0026#8217;t think that the answer is robots everywhere. You have to apply robotics and physical AI where they intersect with human needs. And as I mentioned earlier, that could mean a robotic dog that helps reduce loneliness for an aging parent. It could mean robot-assisted disaster evacuation, or, you know, drone delivery of critical supplies. Regardless of what that use case is, and we have to identify where the pain points are, and you know where it makes sense to have robotic systems take on some of these tasks, but the core principle is to design with purpose and engineer responsibly.\u003c/p\u003e\n\u003cp\u003eI would add that when you think about great physical experience, I would say that technology should never be in our face. It should be invisible. It\u0026#8217;s a system that fades into the background and quietly makes life easier for us. We see robots flipping, and sometimes you want to ask, is it cool or is it really creepy? We don\u0026#8217;t know. So I believe that you know, great physical experiences are the ones that make humans feel respected, empowered, augmented and are taking on the tasks and things that humans don\u0026#8217;t want to do or should not do, instead of managing them or replacing them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:21:31] Elizabeth Wood:\u003c/strong\u003e Amidst all this complexity, John shares how something simple always comes back into view. Humans are social. We attach meaning. And any intelligence that shares our space will eventually share our emotional landscape too.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:21:44] John Robins:\u003c/strong\u003e I think, you know, human beings are social by nature. We like to bond. We like to connect. Even when you think of, you know, something like ChatGPT or Claude, any LLM based system, humans are forming a kind of relationship with it, a parasocial relationship, so to speak. So when you think about physical AI robotic systems, these are systems that will occupy our space, so we will, over time, maybe form some kind of connection with these systems. So having systems that share our space and take on our tasks while being relatable, and systems that you feel comfortable around and systems that create delight for you, is where the magic lies.\u003c/p\u003e\n\u003cp\u003eI believe that physical AI needs both designers and engineers. Designers imagine what could be without any constraints, new futures, experiences, systems that could advance human life. I believe engineers bring that to life, bring that to reality. Working with the constraints of what technology can do. I often like to think of them as, you know, the left and right side of our brain. The analytical and the experiential side of humanity that kind of, when, when it comes together, becomes one cohesive unit. I do think that there\u0026#8217;s a lot that we can learn from each other. I believe that engineers have to understand and develop fluency in what I would call soft metrics, understanding, delight, trust, meaningful experiences, memorable experiences. And I feel that designers have to respect hard metrics, latency, reliability, safety margins, mean time between failures. So I think we need a shared language between both designers and engineers, because design decisions become system behavior, and system behavior drives human experiences. And so it\u0026#8217;s, you know, when we bring those two sides together, of imagining what could be and bringing it to reality, that\u0026#8217;s when magic happens.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:35] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent.\u003c/p\u003e\n\u003cp\u003eCheck today’s show notes for transcripts and a link to download \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry#download\"\u003efrog’s Futurescape report\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eWe really want to thank our guest, John Robins, Head of Physical AI at frog for sharing his insights.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"slug":"john-robins","authorName":"John Robins","bio":"\u003cp\u003eJohn focuses on building connected ecosystems where intelligent systems and humans work seamlessly together. With 18+ years in product strategy and innovation, he partners with innovative companies and senior leaders to shape new futures using AI, robotics, computer vision, smart sensing, and geospatial technologies.\u003c/p\u003e\n\u003cp\u003eHe previously led product management at a major technology company and ran an industrial IoT startup. John holds an MBA from DeMontfort University, is pursuing an MS in Computer Science (AI) at Georgia Tech and frequently speaks on Physical AI. He is also a Gartner Product Management Ambassador.\u003c/p\u003e\n\u003cp\u003eOutside of work, John loves to explore new countries, hit the padel court, and catch live theatre.\u003c/p\u003e\n","designation":"Head of Physical AI","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":87035,"title":"John-Robins-author","filename":"John-Robins-author.jpg","filesize":119679,"url":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","link":"https://www.frog.co/authors/john-robins/attachment/john-robins-author/","alt":"","author":"30","description":"","caption":"","name":"john-robins-author","status":"inherit","uploadedTo":87033,"date":"2026-05-15 19:28:39","modified":"2026-05-15 19:28:39","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1000,"height":1000,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-300x300.jpg","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author-768x768.jpg","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","largeWidth":640,"largeHeight":640,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","1536X1536Width":1000,"1536X1536Height":1000,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/05/John-Robins-author.jpg","2048X2048Width":1000,"2048X2048Height":1000}}},{"slug":"elizabeth-wood","authorName":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploadedTo":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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19:07:27","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage-300x115.jpg","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage-768x294.jpg","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage-1024x393.jpg","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage.jpg","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/05/Ep59_Milan_Design_Week_Panel_Discussion_Header_Homepage.jpg","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"Design Mind frogcast Ep.59 – Live from Milan Design Week","description":"Our Guests: Chiara Diana, Chief Design Officer, frog; Matteo Battiston, Chief Design Officer, EssilorLuxottica; Massimo Banzi, Founder, SuperModerno, Co-founder, Arduino; Inna Lobel, Head of Industrial Design, frog; Tim Ensor, Director of Artificial Intelligence, Cambridge Consultants ","topics_title":"","topics":false,"author":"Podcast","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e, we ask: how is the physicality of AI expanding into our lives?\u003c/p\u003e\n\u003cp\u003eFrom eyewear to self-driving cars, AI-powered products of all sizes are increasingly making their way into our worlds. What can we do to ensure we welcome robotics into human spaces in mindful, respect ways? And could these intelligent objects set us on the path to finally becoming superhuman?\u003c/p\u003e\n\u003cp\u003eLive from our Milan frog studio during Milan Design Week 2026, join a panel of experts as they share insights into this fascinating, fast-developing area.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eWant to go deeper into designing tomorrow’s world? Download frog’s latest \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003ciframe loading=\"lazy\" src=\"https://player.simplecast.com/095f781d-227d-4aa2-8ad3-a9a703ad61d4?dark=true\" width=\"100%\" height=\"200px\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 59:\u003c/strong\u003e Live from Milan Design Week\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuests:\u003c/strong\u003e Chiara Diana, Chief Design Officer, frog; Matteo Battiston, Chief Design Officer, EssilorLuxottica; Massimo Banzi, Founder, SuperModerno, Co-founder, Arduino; Inna Lobel, Head of Industrial Design, frog; Tim Ensor, Director of Artificial Intelligence at Cambridge Consultants\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re talking about physical AI and the future of human-centered embodied intelligence. To do this, we take you live to the frog studio in Milan, Italy, during the recent Milan Design Week, one of the world’s leading events for creativity, technology and craft. In a panel discussion, we’re joined by Chiara Diana, Chief Design Officer at frog, Matteo Battiston, Chief Design Officer at EssilorLuxottica, Massimo Banzi, Co-founder of Arduino, Inna Lobel, Head of Industrial Design at frog, and Tim Ensor, Director of Artificial Intelligence at Cambridge Consultants, part of Capgemini Invent. You’ll hear their perspectives on overcoming the hype, designing for privacy and the industrial applications of robots. We take you to the panel now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:04] Chiara Diana:\u003c/strong\u003e Good evening everyone. Welcome to frog. It\u0026#8217;s a pleasure to see both some familiar faces, but also some that are new. I mean, it\u0026#8217;s clients, it\u0026#8217;s practitioners, it\u0026#8217;s some colleagues that came from other studios worldwide. And it\u0026#8217;s very special in this week that it is the Milan Design Week. I think it\u0026#8217;s quite a special moment to be inspired and discuss about the intersection of creativity and innovation. So I\u0026#8217;m Chiara Diana. For those that don\u0026#8217;t know me, I\u0026#8217;m Global Head of Design at frog, which is the experience and business reinvention brand that is part of Capgemini. And I have the pleasure to lead our frog Global Innovation Team that is actually based here in this office in Milano, right on the other side of the of the floor.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:52] Chiara Diana:\u003c/strong\u003e Tonight, we welcome you into our Futurescape. Futurescape is our continuous, ongoing platform for research. What we do with our frogs, globally, with their inspiration, we look for the weak signals. We look for the weak signals at the intersection of science, technology and obviously design to start identifying what could be path forward, and we use them to shape trajectories that are more provocations for collective reflections than in defining exactly what the future should be. But it\u0026#8217;s also a call to action for us to reflect on what is our agency and role in shaping this future forward. A lot of that is about this new human-AI chemistry: how humans and AI are starting to coexist, starting to collaborate and sometimes collide, in shaping new realities that were really not possible years or even months ago. And as part of that, an angle which is transformative is the fact that intelligence is starting to be embedded in the world surrounding us, in the objects, in the spaces, transforming the way in which we interact and relate with them and between us as human beings.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:10] Chiara Diana:\u003c/strong\u003e So the question, in a way, becomes on how we design for that, and that\u0026#8217;s going to be the topic of the conversation tonight. So designing for physical intelligence, and even starting maybe a bit back on what even physical intelligence is as maybe there are different opinions. I cannot be more excited for the panel tonight, as I have an exceptional group of speakers that join me and said yes when I asked them to join this conversation, friends and colleagues, bringing definitely different perspectives. So I welcome them on stage one by one, and share with me welcoming them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:45] Chiara Diana:\u003c/strong\u003e Tim Ensor, first, please join me here. Tim is the director of artificial intelligence at Cambridge Consultants. He is really working on understanding how that novel research in the space of artificial intelligence can be brought back into product and services and solutions that we can really practice.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:08] Chiara Diana:\u003c/strong\u003e Second, I\u0026#8217;ll invite Massimo Banzi. Massimo is founder of Super Moderno, has been co-founder of Arduino, and with that, enabling many of us as designers and makers to really start, you know, making things happen for real before they were even possible.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:25] Chiara Diana:\u003c/strong\u003e Third, Inna Lobel from our New York studio. She\u0026#8217;s leading industrial design in our North America team, but most of all, among others, also with her Nome project she\u0026#8217;s leading the way in which we think about designing for robotics. A bit of debate will be today on, is robotics, physical intelligence? What else? But definitely, that\u0026#8217;s an interesting perspective.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:46] Chiara Diana\u003c/strong\u003e: And last but not least, Matteo Battiston, Chief Design Officer EssilorLuxottica, whose work on AI smart eyewear is really leading the frontiers of what it means to bring physical intelligence to scale. So I\u0026#8217;m super excited. Thanks for joining me in this conversation today. I want to start with a warming up question for all of us. So we were debating this before. So when we think about physical intelligence, I tend intuitionally to think of these spectacular demos that we get back from CES where you see humanoid robotics that are crawling or dancing or even loading the dishwasher, which is definitely, maybe we feel more as a value gain. But is that the full story? Is that the place where people will feel physical intelligence first? So the question, the warm up question, and I will go in the round, will be how what do you see as something, as a tangible, concrete manifestation of physical intelligence today? And what you think is overhyped?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:47] Tim Ensor:\u003c/strong\u003e Hi Chiara, thank you very much. This is a very exciting panel. I\u0026#8217;m looking forward to this discussion as well. So for me, first of all, physical intelligence is a branch of AI where we can have machines and AI able to understand the physical world in a way that they\u0026#8217;ve not been able to to date. And for me, the area we see that right now is us all enjoying increasingly low cost fulfillment of internet orders. Because behind the scenes, there are increasing armies of robots operating warehouses, which are a hotbed of innovation for allowing machines to understand the world in more intelligent ways. We\u0026#8217;re seeing that right now, and that is an area which will continue to to emerge and innovate in secret. Did you want to hype one as well?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:24] Chiara Diana:\u003c/strong\u003e As you like.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:24] Tim Ensor:\u003c/strong\u003e I think you\u0026#8217;ve already said it. So we\u0026#8217;ve seen an awful lot of exciting back flipping robots and robots going around cleaning up our homes after us. I think that\u0026#8217;s gonna be way off.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:33] Chiara Diana:\u003c/strong\u003e So you\u0026#8217;re saying that the ones which is more concrete is the one that we don\u0026#8217;t see.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:36] Tim Ensor:\u003c/strong\u003e Today? Yes, that\u0026#8217;s right.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:37] Massimo Banzi:\u003c/strong\u003e Well, I think one of the probably most interesting application for me is when you look at sensors. So now that we can use AI with sensors, we can from very basic information, we can extract a lot of understanding about the world. And also, there are AI models that the current AI models that we all use are currently mostly working on words, on text, but the new models, they are designed to understand the physical world. And I think that combination of sensing the world and understanding it, it\u0026#8217;s probably one of the interesting things I\u0026#8217;m most interested in.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:10] Chiara Diana:\u003c/strong\u003e And hold that thought for some minutes, because that\u0026#8217;s definitely one topic that we want to expand more, this topic of how do we understand the space around. Inna?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:20] Inna Lobel:\u003c/strong\u003e I think an interesting application of physical AI has been the self-driving cars and Waymo and some of the kind of transportation robots that we see in the US. It\u0026#8217;s been really wonderful to see them move around the streets, and how they can signal the intent, how they allow us to interact in these new ways. The hype, I think I would agree, is the back flipping robots.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:45] Matteo Battiston:\u003c/strong\u003e Well, I think the question is pretty wide. So we have been trained in defining intelligence as something that is very human, and so even when it becomes synthetic, when it becomes artificial, I think it has to keep a layer of humanity. So I don\u0026#8217;t believe in an intelligence, physical intelligence, that is here to be instead of humans, but with humans. So this is, I think, the purpose. That\u0026#8217;s why I think there is a little bit of a misconception. So there\u0026#8217;s probably where we can start debating about. I don\u0026#8217;t think this will have the shape of robots that will make things instead of us, but quietly blending into life of people with products that we really accept. So that\u0026#8217;s, I think, the best way for physical intelligence to really blend in our lives. So I believe more in small and hidden products than big humanoids that are here to replace us.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:41] Chiara Diana:\u003c/strong\u003e Personally, I would agree. I don\u0026#8217;t know if as a moderator, I should be neutral, or I can express an opinion, but I think it\u0026#8217;s definitely is about spectrum. But I think that the place where people will start to feel it first is this element of agency that is starting to infuse into our everyday life and everyday objects. But in a way, is a spectrum, right? So on one side, you were speaking about dispatching goods. I think Amazon was just announcing that they did a one millionth robot that is playing in that space. On the other side, you have these AI that is infusing all the hair dryers that you try to buy now. So if you go on Amazon, all the hair dryers have an element of artificial intelligence into that. So definitely is a spectrum.\u003c/p\u003e\n\u003cp\u003eThe CEO of Nvidia was saying that the “moment” for physical intelligence, or physical AI, is now. So why? I mean, what is happening now that is different from the previous waves? What is making it being a turning point that we should consider that seriously? Tim, first of all, from an engineering perspective, is this something that is really changing, or is another moment of just buzz?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:49] Tim Ensor:\u003c/strong\u003e Yeah, I think Massimo was touching on this in his answer a minute ago, as is often the way, when you see these steps forward in capability, there\u0026#8217;s a number of threads which are coming together. I think the most interesting one is the emergence of different classes of AI models, which are blending together an understanding of the visual scene that they\u0026#8217;re looking at, the verbal description of that scene, or somebody asking a question about that scene, but also then including in that an element of action or reaction. There are new models emerging which bring all of those together. And that is the foundation of what we\u0026#8217;re seeing in the new robotics capability.\u003c/p\u003e\n\u003cp\u003eAlongside that, we\u0026#8217;ve seen the increasing importance of simulation capability, because, as we understand, we can\u0026#8217;t train these models on words and images from the internet. We have to train them on an experience of interacting with an environment. Now the real world is complex and messy and in some cases dangerous and expensive if you\u0026#8217;re going to train a robot. So training these actions in simulation is becoming increasingly important, and the quality of the simulations we\u0026#8217;re working with now can be made so lifelike that when you train an AI model in a simulator and then you deploy it into a real product, it behaves in the way you expect it to, as opposed to tripping over the differences between the simulator and the real world. So that simulation capability is getting to the point where we\u0026#8217;re suddenly able to get improvement in performance from robotic systems as well.\u003c/p\u003e\n\u003cp\u003eAnd I think the last one is on the hardware. And I think we\u0026#8217;ll talk about miniaturization and how you bring different hardware capabilities together, but the ability of new compute chips to run these heavyweight models, to control robots in collaboration with improvements in motor technology and battery technology and sensing technology, all of those are coming together to the fact that we\u0026#8217;re now seeing these step changes in what you can achieve with machines interacting intelligently with the physical world and the people around them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:35] Chiara Diana:\u003c/strong\u003e The moment is now not because of one thing. The moment is now because there are a series of things that are happening at the same moment and together are enabling this new even scale.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:46] Tim Ensor:\u003c/strong\u003e Yeah, no, that\u0026#8217;s exactly right. With any new emergence of technology, it can appear simple. So a lot of the YouTube videos that we\u0026#8217;ve seen over the last year have largely been either robot machines, which have been following a pre-recorded script, or they\u0026#8217;ve got a puppeteer somewhere in the background who\u0026#8217;s a human directing them. And to try and understand how and where the challenges are, over the last year or so, at least a year, my team have been working in a lab with a couple of humanoids, where we\u0026#8217;ve taken them apart, put them back together, change the sensor set, learn how you train them, learn how you get them to do useful work, to really get under the skin of where is the technology curve moving? How fast is it moving? And how do we work out where the real areas of value are?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:21] Chiara Diana:\u003c/strong\u003e Thanks, Tim. And I mean, if we think on one side, the moment is now because technology seems to be more ready than before. On the other side, it seems that also people are a little bit more ready than before. I think we heard in the EssilorLuxottica report, if I put it right, that 7 million AI eyewear have been sold in 2025 so that means that there is demand. So why, Matteo, you think that there is demand now, and why eyewear have been the one element that has been able to bring physical intelligence into the consumer space?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:55] Matteo Battiston:\u003c/strong\u003e That resonates with the kind of sweet spot that we were touching. So technology is ready, miniaturization is close, but there is something more. So people have awareness that we can empower them with something that is little bit different from what they were used to. It\u0026#8217;s not the first time, if we think about it. So the very first branded product if we speak about glasses was back in the 80s. It was a medical device that then was turned into something that was an identity piece. So we changed the meaning of technology somehow. We are making the same leap in order to convince people that the moment is ready. How do you work with that? You work on trust. So that\u0026#8217;s why we were one of the first doing AI glasses, we were one of the first doing smart glasses. Probably we have been the first thinking that those should have been products that people would have been confident wearing. And then it\u0026#8217;s about wearing the product you are close to that somehow help you defining your identity and the way the world sees you, but with another layer that is really empowering in a different way. So that I think is the sweet spot which resonates with awareness of technology and scale, of course. So that was the fortunate angle that we try to create.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:13] Chiara Diana:\u003c/strong\u003e So I\u0026#8217;ll go off script for a moment, just because your answer triggered something in my mind. Do you think that as the one of the drivers for the adoption is that you have been intersecting a sort of desire for humans to be super humans in a way?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:28] Matteo Battiston:\u003c/strong\u003e Maybe. So for sure not humanoids, just normal people with the glasses they love. That\u0026#8217;s why we started with icons. Once again, it\u0026#8217;s related to trust. You trust the iconic product that you always have been wearing. But I think a layer that was a kind of a plus—that is a that is a kind of a competition that products make with your attention. And if you think about the real estate that we are wearing when we wear this part, which is a part that is not for free. So putting a product on your face, it\u0026#8217;s not like putting on your wrist or in your pocket. So this is where your identity starts. But it\u0026#8217;s also close to your senses. It\u0026#8217;s so close to your vision. It\u0026#8217;s close to your ears, it\u0026#8217;s close to the possibility to speak and to communicate. So the idea that you can compete a little bit less with your attention, for example, in looking at a wrist or raising a telephone, that is, that was a strong benefit, and that is just the beginning of something that can be bigger and bigger than that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:25] Chiara Diana:\u003c/strong\u003e We spoke about, you know, this is not the end. This is just the first step. It’s a longer trajectory of transformation and potential. Massimo, with Arduino, you brought physical computing to many people. You were enabling many people us in the first place, makers and designers, to start prototyping things that were not there yet. Where is the next wave of physical intelligence going? What are people prototyping now that we don\u0026#8217;t know yet?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:50] Matteo Battiston:\u003c/strong\u003e One of the things that\u0026#8217;s happening is that if you look at the history of technology, there was some ideas before, there is a technology that\u0026#8217;s available, and now technology is catching up. So now you start to get very powerful processors. They use less and less power, so that you can run complex models, also on very cheap hardware. So when I started running the first machine learning models on little processors, you could do very, very basic things. Now you can run the equivalent of on a computer that can see the size of a book, and it will be the size of a tiny cube at some point. And I think this is very, very important because one of the things that I wanted everyone to be aware of is that physical intelligence is great. You see all these things that are beautiful, but it\u0026#8217;s an incredible privacy nightmare, because every time you use an AI that runs somewhere else, they are using your data. They basically feed themselves on your data. They know everything that you do. And you pay. You pay to be surveilled.\u003c/p\u003e\n\u003cp\u003eSo I think one of the things in the future, this concept of local AI, it\u0026#8217;s going to be an incredible moment. I\u0026#8217;m already running my own AI server, so I don\u0026#8217;t have to go, I think, to the cloud. But I think in the future, you will be able to have a tiny server somewhere in your house that run your own AI, that one is the next thing I\u0026#8217;m really looking forward to. And yes, obviously these new AI models that understand the physical world are going to be incredibly important because understanding the physical world through language, it\u0026#8217;s not exactly the future, but you know, one of the fathers of AI is looking at this new models that really start from an understanding of the physical world, and they can actually learn. So the robot can fall down three, four times, and then suddenly start to learn by itself. Why am I falling? Can I stop falling? Current models don\u0026#8217;t really do that. So we could be talking for all, but the takeaway: privacy, be careful.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:58] Chiara Diana:\u003c/strong\u003e So maybe shifting gears more to the role of design into that and how design is changing. With the Nome project, Inna, you have been exploring a lot about how do we understand, we are understood, and then we build relationships. Behaviors are becoming the interface by which we interact and understand these objects that are becoming intelligent. What\u0026#8217;s your take and perspective on it?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:20] Inna Lobel:\u003c/strong\u003e Yeah, I think that\u0026#8217;s one of the things that\u0026#8217;s been really interesting for us to think through, is kind of, how do we actually live with these objects? How do we want to bring them into our houses? Into our like human spaces? And how do we make sure that we\u0026#8217;re kind of both creating and preserving the right aspects of our culture? So with Nome, this is an R\u0026amp;D project for us, where we\u0026#8217;re thinking about, how do we bring robotics into the home. But really it\u0026#8217;s about, how do we bring robotics into human spaces? And one of the things that we did there was, first, just map out, what are some of the social interactions, what are some of the ways that we use our homes, and where do we want something that augments us? What would it mean for it to be part of the fabric there? And so it\u0026#8217;s interesting. I think behavior is one critical interface, and there\u0026#8217;s actually two interfaces, because behavior is also empowered and created through the form that it has. So we looked at those things together and really being mindful of, you know, how does this object signal to us? How do we signal to it? What are the right moments to have it kind of come into our spaces? Where should it stay back and then really thinking about the ways that we communicate with each other, and trying to tease out which ones of those might we bring to this platform so that it can be more legible? So that we can understand intentionality, and I think it\u0026#8217;s going to really go both ways.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:49] Chiara Diana:\u003c/strong\u003e And you mentioned, I mean these signals, and this interpretation of the signals, and therefore the intent right on both sides. Because in the moment in which those entities start to get agency—and this is in the physical space, but I think in the digital applies similarly—how do you anticipate what is going to happen, which plays in an element of trust as well? So the idea that you can predict what is going to happen, reaffirming your interpretation of reality. This human-machine understanding is becoming key. We spoke about the new models that are starting to interpret the human space, the physical space, but it\u0026#8217;s also about the human and the machine itself. Tim, what is changing from an engineering perspective that is enabling this interpretation to happen? I mean, can we code empathy in a way?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:37] Tim Ensor:\u003c/strong\u003e It\u0026#8217;s a really interesting and challenging space, I think, for me, for a product to respond in a way which is empathetic, somehow, without wishing to overload any of these words, it has to be able to react to the human in a way which understands the context that human is in and responds in a way which is in line with what they would expect. And this is quite hard for a machine because humans are very complex entities, as we all know. But we looked to this about three years ago, four years ago, we started a team specifically called Human-Machine Understanding, where we were bringing together psychologists and behavioral scientists with our AI engineers and our computer scientists to try and kind of grapple with this particular area. Because we could see that this was going to be a challenge that as we embodied more AI into products we would all want and expect to be able to interact with them in more naturalistic ways. At its core, from an engineering perspective, it comes down to blending different ways of sensing the world around us in intelligent ways. And some of the work I mentioned on our robotic theme is relevant, but I think it carries across to any form factors. Where we\u0026#8217;ve had an example where we\u0026#8217;re blending sensors from image, putting those through a number of different algorithmic threads to be able to understand someone\u0026#8217;s speech, be able to understand their gesture, be able to, from a view of the world, interpret a gesture as relevant to an object in the scene. We can identify the object and label it in association with the words from the human. And we can also survey the scene to kind of unpick ambiguity. So there\u0026#8217;s a great video one of our researchers who\u0026#8217;s leading this space having a conversation with the machine, where he says, “Can you move the cup over there?” And this location of the cup has to be identified over there being a reference to an object or a table, in this instance, has to be interpreted, and then the instruction gets played back again. But there\u0026#8217;s also ambiguity because, actually, there\u0026#8217;s two cups, so that the machine has to go, “Oh, actually, I need to solve this ambiguity first before I can understand how to respond effectively.” And it\u0026#8217;s just kind of a little example of what the team have been doing to try and think about: how do you bring different interaction modalities, both visual and verbal, and in a way where the machine has an understanding itself of the scene and has to work through the thinking about what does the human mean from the instruction or the interaction they\u0026#8217;ve given? And unpick that to ensure that they can respond in the most empathetic way. So it\u0026#8217;s a really, really rich and exciting area, which I would say we\u0026#8217;re just at the beginning of. But I think it\u0026#8217;s these technology pieces which enable us to design behaviors on top of them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:54] Chiara Diana:\u003c/strong\u003e While I believe that conversational AI is fantastic, and all this kind of chat interactions with all the dimensions of life are definitely opening up the territory for novelty, but it feels like, in some moments, a regression to a way of expressing and interacting that is very intense and time consuming and very difficult to express the totality of your intentions and even emotions. I was hearing this podcast with the CEO of Airbnb, and they were discussing about, you know, disintermediation and will have everything happen to an agent. And he was saying, but try to book the apartment for your next vacation just in a verbal conversation with a chatbot—it will take ages and forever, and you\u0026#8217;ll probably not get it right in the first place. So this idea of enabling a multi-dimensional, multimodal understanding of reality, to me, is really foundational to you know, enabling what is what is possible next.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:48] Tim Ensor:\u003c/strong\u003e I completely agree, and I think the space we\u0026#8217;re at now is trying to work out, how do we give AI machines enough embodied context to be able to respond appropriately? And as humans, we build that context up over our entire lives of interaction. And at the moment, machines don\u0026#8217;t have that ability. But I think this question about how do we create data models which allow a machine to access the context of relationships between people, relationships between a person now and events in their past, relationships between the group of people. And all of this is extraordinarily rich context, but is necessary for us all as humans to respond appropriately to each other. And I think that is the next challenge for us to get machines to respond appropriately—is to be able to collect and model that data in such a way that a machine has access to it and can then give the kind of appropriate answers. Because I can 100% agree with you, prompt engineering should not be a thing, but at the moment, it is a thing because we have to communicate with large language models in this way.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:45] Chiara Diana:\u003c/strong\u003e You are saying that it\u0026#8217;s important for the machines and this intelligence to get the richest possible understanding of the reality surrounding them. I mean, eyewear is there, right? They are this layering between perception and the world around us, the world around us and us, and how we can then act on it. So, Matteo, I\u0026#8217;m keen to hear your perspective on what Tim shared, but also how in the moment in which you\u0026#8217;re there and continuously, I mean, how you bear with that responsibility. How do you balance discreetness? And then when is the right moment to actually act?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:25:20] Matteo Battiston:\u003c/strong\u003e I think it\u0026#8217;s, I go back to what Tim was saying, and I think in this room, in a design firm, it\u0026#8217;s happening something that is we need to stop for a while and think. It\u0026#8217;s a new beginning where we are designing new objects without thinking about performances and functionalities. So the major words that we have been using is culture and behaviors, which is beautiful. So we are designing something that is really new to people, and it\u0026#8217;s something that we can design starting with the way that we really interact with the world. And this is why we feel that working, for example, in this space. It\u0026#8217;s a kind of a quintessential thing because here\u0026#8217;s where the large majority of things that happens to us start. We see them, we sense them, we hear them. And yes, there is a there is a strong responsibility when you build, and you start building and designing those behaviors, because we need care. We need care of different aspects, we need care about intention when you load a new kind of intelligence to a human body. And so we need to be sure that the intention of the gesture that you are making are the right ones. And so those things can do a lot of things, you have to do the right one at that moment. This is the first one.\u003c/p\u003e\n\u003cp\u003eThe second one is about being respectful of cognitive load. So we are doing things towards the world, but we are receiving a lot of data. You can be informed of things that are happening with information that are placed in the right place in the real world. Are we used to that? So we have to get there in the in the right way, in order to augment humans, not to disturb our intention.\u003c/p\u003e\n\u003cp\u003eAnd the third layer of responsibility, which still deals with what Massimo was saying, is respect to the bystanders. So we are doing things that are having an effect on people that are around us. Creating behaviors and creating services and information that are clear to the bystanders, won\u0026#8217;t solve at all what Massimo was saying, but they take it into consideration. In this fast conversation that we did before getting here on the stage, we were speaking about just one piece of technology. So if we think about a camera, for example, and we think about a camera in our garage, or we place it in our living room, or we place it in our face. We have three different way to think of that camera. So we have three different approaches, and maybe also some skeptical ones. In a garage it\u0026#8217;s very simple. In my living room, what is happening? On my face, what can you see that I\u0026#8217;m seeing? So that\u0026#8217;s the responsibility we have when we design, taking care of privacy at the very beginning and at the core of every product, which I think it\u0026#8217;s a layer that it\u0026#8217;s not skippable when you start designing. It\u0026#8217;s a first layer. So this is the first thing you design.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:28:13] Chiara Diana:\u003c/strong\u003e We discussed a lot about before about compromises and constraints in the journey towards bringing, you know, this intelligence to scale. How do you deal in the moment in which you have these ambitions and priorities on trust and behavior, but on the other side, you have elements of constraints and compromises that needs to be made in order to meet the next milestone?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:28:37] Matteo Battiston:\u003c/strong\u003e That\u0026#8217;s the new skills of designers. So you don\u0026#8217;t just deal with shapes and with materials. Anytime that we you make a choice, it\u0026#8217;s a choice that is trading off with something else. You want two hours more function, and then you deal with two three millimeters on your face, or you want another function, and then you have to drop another one, or you have to add a lot of expense in terms of investment to have new batteries, new harvesting, new whatever. So it\u0026#8217;s a complete and ongoing tradeoff between function and acceptability of people. Because, once again, and I\u0026#8217;m just thinking about something that goes on our body, not always on a face. It\u0026#8217;s your body. So you are not a carrier. So it\u0026#8217;s a product that has to suit you. And so that\u0026#8217;s a real challenge when we design. It\u0026#8217;s a complete new set of know-how that a designer has to have, because the level every designer describes himself or herself like a curious person, the level of curiosity that you need to have has to go skyrocketing—because you have to deal with electricity, you have to deal with the connectors, you have to deal with magnetic powers. So, it\u0026#8217;s not just about a ship that you move with a chassis around something, especially when it\u0026#8217;s when you are in on such a complex real estate like on your face. So yes, it\u0026#8217;s a complete trade off every minute.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:30:04] Chiara Diana:\u003c/strong\u003e Massimo, you had a perspective on the constraints as a way, I mean, even as a matter for design. I mean, we live with tradeoffs. We design with constraints. What\u0026#8217;s the role of constraints in designing? And specifically, when we think about intelligence getting physical?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:30:21] Massimo Banzi:\u003c/strong\u003e Well, so I think one of the aspects of design is very interesting, is that the constraints, sometimes they make you very creative. The fact that you have to work around the constraint is actually what gives you sometimes ideas that are not conventional, because if you had all the money in the world and all the things in the world, you would, you know, when I made the first Arduino, my constraint was it had to cost 20 euros. So I had to take away everything—it was like the Model T Ford. It\u0026#8217;s a product that still sells now, ridiculous. But one of the other constraints, to me is very important, as I teach interaction design. So the first constraint between multiple quotes should be human beings. So we do user-centered design. So for us, the wellbeing of the person that we are designing for should be one of the main constraints. Unless you\u0026#8217;re designing bombs, that\u0026#8217;s a different story. But for all the other products, the person should be at the center. And I always thought that even in technology, a lot of times when we try to design things and we have constraints, you mentioned it, you know, sometimes it\u0026#8217;s power, you know, can you live with, like a bigger object for that tiny bit? So that those constraints, sometimes, they’re where you come up with the great idea, which I think it\u0026#8217;s, it\u0026#8217;s good. I love constraints. They make my life simpler.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:31:34] Chiara Diana:\u003c/strong\u003e Do you think that then with these new layers that you were referring to, you know, these new dimensions, new variables that we need to consider, and this new curiosity that we need to have, do you think that the process of design needs to change compared to what we have today? If I think about the horizons of, or, speed of bringing an innovation to reality, if you think of a digital solution now, you can do that in a week in a few months ago, you can do that in three months. But if you think of a cycle of producing something, you know, physical object is completely another timeline. Shall we change our design process because of this new interplay?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:32:10] Massimo Banzi:\u003c/strong\u003e Well, obviously your design process is going to change a little bit, because now the variables you have to look at. So when you\u0026#8217;re designing a chair, there were a certain number of things you have to take care of, but if the chair starts to have a bunch of sensors, there is an AI, there\u0026#8217;s a bunch of different constraints, obviously, the way you organize your work, the workflow, the people you need to bring in, the fact that you know, if I look at my students, obviously, many years ago, they were mostly concerned about some aspects of the project. Now, my students in the master of interaction design, they do AI, they use AI as a tool, but also they understand AI as a material for building something. The number of things they need to keep in their mind, and they need to create some kind of a coherent vision starts to, you know, increases quite a lot understanding what kind of sensing can we add to this thing so that it understands the world, it understands people? So I think the process becomes much more sophisticated. And when you\u0026#8217;re making something physical, it’s ten times more complicated. Because, you know, in software, if your computer blows up, you go to Media World, you buy another one, it\u0026#8217;s fine. But if you are building, you know, a very sophisticated piece of hardware, software, and your prototype blows up the night before you\u0026#8217;re supposed to show it, which probably happened to you a few times? It\u0026#8217;s not random that in the US, they say “hardware is hard.” It\u0026#8217;s hard for a reason.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:36] Chiara Diana:\u003c/strong\u003e Inna, how many objects have you broken before going live at the NVIDIA event?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:42] Inna Lobel:\u003c/strong\u003e It definitely happens. Usually it works perfectly, until you have to show it, right?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:48] Chiara Diana:\u003c/strong\u003e You have been experimenting a lot in this space. In frog as probably one of the most experimental. I mean, what can you bring?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:56] Inna Lobel:\u003c/strong\u003e Yeah, I think, you know, one thing which is true is I feel like the fundamentals are really important. And that\u0026#8217;s something that, you know, we always kind of come back to is: what is the context that we\u0026#8217;re designing for? How do we prototype really quickly with cardboard so that we can get the ideas out and get a better sense for what to do? Because hardware is hard. Every iteration that you make takes a while to prototype, and I think we\u0026#8217;re being really mindful of that right now with physical AI also, because now as the complexity of what we\u0026#8217;re designing increases, making a prototype that works is also exponentially increasing. In order to build a simulation of something, the definition that you have to give to a hardware product, takes time to define in appropriate ways. So we\u0026#8217;ve been experimenting with new formats, for example, leveraging VR, leveraging the gaming and Unity, and the types of kind of interactive media that exists to see, okay, well, maybe we can take physical AI and robotics, and before we do all of the hard work on the engineering side, we can start to interact with these systems in a digital way as a bridge to gaining confidence that, yes, that\u0026#8217;s what we want to be doing. You know, this is the way we want to be interacting with it that kind of feeds back into what the sensor set is that we need. Really looking at ways that we can collapse the process, gain more confidence in what we\u0026#8217;re doing, and build that bridge across the various parts of the design process.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:35:34] Chiara Diana:\u003c/strong\u003e On the other side, Tim. When you when you look from outside, you think, these designers, they come with the ideas, but it\u0026#8217;s never feasible. How are you thinking of the engineering process evolving in this context?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:35:45] Tim Ensor:\u003c/strong\u003e We always value the multidisciplinary leader and the multidisciplinary team, and that system thinking is something which we have to grapple with every day. And we have our core as an engineering team, but we have some designers, and we work with the frog team a lot. So the breadth of what you need as a set of disciplines, I think is expanding. And the more complex the products that you\u0026#8217;re building, the more complex and experience you\u0026#8217;re trying to create, the more disciplines you need to be able to either have both in the team, and have in your mind.\u003c/p\u003e\n\u003cp\u003eSome really interesting examples that say, I come back to the robotics example because it\u0026#8217;s something I\u0026#8217;ve been working on for the last year with my team, but it\u0026#8217;s also really interesting because of the richness of expression you can get. We chose humanoids as our experimental platform because they\u0026#8217;re the most complex. You know, they have 26 degrees of freedom in their movement before you even get to the hands. And so that is really interesting. So a couple of design choices that we\u0026#8217;ve seen recently. So Boston Dynamics new humanoid robot, they decided to make it have 360 degree rotation. So it can walk forwards, rotate its entire body 180 degrees and walk backwards without moving its legs around to walk backwards. Its head will rotate like an owl. So they\u0026#8217;ve had engineering choices which have implications for the way people interact with it, and the way in which you the design space you\u0026#8217;ve got to deal with. But then I also look at the things that Disney have done in their robotics, which they have been so deliberate in designing the personality. And it\u0026#8217;s a personality as expressed through physicality of the of the device.\u003c/p\u003e\n\u003cp\u003eBut what\u0026#8217;s interesting about AI is its amazing capability to generalize, which means that you show it one example, you train it one thing, and it responds appropriately in an example you haven\u0026#8217;t trained it for. And so what that means is those designers have had to deliberately create the personality for the robot moving in a certain way, but then in the real world, didn\u0026#8217;t move in some other ways. And it\u0026#8217;ll take the characteristics of how you\u0026#8217;ve trained it for this thing and it will express it in a way you didn\u0026#8217;t train it for. And so we\u0026#8217;re getting all of these additional dimensions of building learning systems into products, which is a whole other way, I think, that the design community needs to be thinking about okay, I designed it for this, but my AI is going to generalize it in another way which I didn\u0026#8217;t design it for. We may not have tested it for. And the AI will represent it in the way that it chooses to. So understanding how that AI system is built from the ground up is a is another dimension of design understanding.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:38:00] Inna Lobel:\u003c/strong\u003e Yeah, I love that you use the word personality, because that\u0026#8217;s what we\u0026#8217;ve been thinking about as well. And kind of one of the things that we\u0026#8217;ve been doing in designing these products that have motion, is right away thinking about the motion signature and building out kind of the character palette so that you can do something like that. And you start thinking about, what are the different ways we might want to interact with it, and how does that mean it\u0026#8217;s going to kind of come to life in the systems? I think it\u0026#8217;s such an interesting space.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:38:31] Tim Ensor:\u003c/strong\u003e If I can build on that, it\u0026#8217;s also really interesting that you have to be deliberate about the things you think are obvious. So I had a really interesting conversation with some of the guys at Boston Dynamics, and their first product was the dog robot, and they trained it to go and inspect something and come back again. But because they trained it for utility, it just walked forwards and it looks up and then it walked backwards, and everyone looked at wend “a dog doesn\u0026#8217;t do that.” So the assumption that people bring because of the form factor you\u0026#8217;ve used means that you need to go, well, people aren\u0026#8217;t going to like that, not because it\u0026#8217;s not following the utility of the job you\u0026#8217;ve asked it to do, but because people have a preconception about the form factor and the personality you need to give it.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:39:04] Chiara Diana:\u003c/strong\u003e I think we all feel a bit of this tension of being, you know, on the edge and, I mean, are we jumping, or are we not? We feel this tension every day, every announcement that we read, it\u0026#8217;s a little bit more jumping into the unknown. But I think that’s the part that is very fascinating to me. It feels like, when we got the first wave of digital I started design at school for industrial design. It was not, you know, anything else. And these digital things started to come up, and it felt like we are writing something that is completely new and that was fascinating. Now I feel it\u0026#8217;s another wave of like that. So we are jumping into something that is completely new, all to be written, all to be, you know, scribed. And I think that that\u0026#8217;s because in this discourse, there is a role and an important role for design. So with this said, I thank you all. I thank you panelists for staying with me. Thanks so much, also for the conversations before. I thank you all for being with us. Stay with us little longer. So enjoy the exhibits. Some are a bit provocative on some of the topics that we covered. Get a drink. Keep connecting with people, and enjoy your time with frog. Thanks for coming.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:40:15] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and a link to download frog’s Futurescape report.\u003c/p\u003e\n\u003cp\u003eWe really want to thank our guests and the team at frog Milan for sharing their insights from Milan Design Week.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"report_link_out_block","image":{"ID":86210,"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploaded_to":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","medium-width":300,"medium-height":287,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","medium_large-width":640,"medium_large-height":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","large-width":640,"large-height":613,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536x1536-width":1268,"1536x1536-height":1214,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048x2048-width":1268,"2048x2048-height":1214}},"description":"For more on how AI is bending the limits of our physical and digital worlds, download our latest frog report ‘Futurescape: Artificial Realities.’  ","report_link":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acf_fc_layout":"vimeo_block","vimeo_id":"1193323834","placeholder_image":"https://wp.frog.co/wp-content/uploads/2026/05/milan-design-week-2026-cover-video.jpg","title":"","description":"","full_width":true,"video_file":false,"duration":{"hours":"","minutes":"","seconds":""},"schema_title":"","schema_description":""},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"ID":13210,"post_author":"30","post_date":"2020-07-08 20:10:34","post_date_gmt":"2020-07-08 20:10:34","post_content":"","post_title":"Chiara Diana","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"chiara-diana","to_ping":"","pinged":"","post_modified":"2026-04-14 18:01:30","post_modified_gmt":"2026-04-14 18:01:30","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=13210","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Chiara Diana","bio":"\u003cp\u003eGlobal design and innovation leader, Chiara brings over 20 years of experience shaping futureproof products and services for multinational organizations, with a sustained focus on healthcare since joining frog in 2010. Her work translates emerging technologies, human needs and regulatory complexity into experienceled, scalable healthcare innovation.\u003c/p\u003e\n\u003cp\u003eToday, as Chief Design Officer and Head of frog Innovation Team, she leads the growth of frog’s own design practice, shaping new capabilities, offerings and methods with teams worldwide.\u003c/p\u003e\n","designation":"VP, Chief Design Officer, frog, part of Capgemini Invent","twitter_profile_link":"https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday\u0026text=%20\u0026original_referer=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday","medium_profile_link":"https://medium.com/@frogdesign","author_image":{"ID":86413,"id":86413,"title":"milan-design-week-Chiara-Diana","filename":"milan-design-week-Chiara-Diana.png","filesize":79471,"url":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","link":"https://www.frog.co/milan-design-week-2026/attachment/milan-design-week-chiara-diana/","alt":"","author":"30","description":"","caption":"","name":"milan-design-week-chiara-diana","status":"inherit","uploaded_to":86207,"date":"2026-03-26 20:08:13","modified":"2026-03-26 20:08:13","menu_order":0,"mime_type":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":525,"height":525,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-300x300.png","medium-width":300,"medium-height":300,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","medium_large-width":525,"medium_large-height":525,"large":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","large-width":525,"large-height":525,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","1536x1536-width":525,"1536x1536-height":525,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","2048x2048-width":525,"2048x2048-height":525}}},"author_featured":[{"ID":10743,"post_author":"36","post_date":"2017-11-21 09:37:03","post_date_gmt":"2017-11-21 09:37:03","post_content":"","post_title":"When Children Design a Better Future","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"children-design-better-future","to_ping":"","pinged":"","post_modified":"2023-02-13 23:01:44","post_modified_gmt":"2023-02-13 23:01:44","post_content_filtered":"","post_parent":0,"guid":"https://wp.frogdesign.com/?post_type=designmind\u0026#038;p=10743","menu_order":0,"post_type":"designmind","post_mime_type":"","comment_count":"0","filter":"raw"}]},"post_url_slug":"https://www.frog.co/authors/chiara-diana/"},{"ID":86665,"post_author":"34","post_date":"2026-04-20 15:57:21","post_date_gmt":"2026-04-20 15:57:21","post_content":"","post_title":"Inna Lobel","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"inna-lobel","to_ping":"","pinged":"","post_modified":"2026-05-20 09:39:01","post_modified_gmt":"2026-05-20 09:39:01","post_content_filtered":"","post_parent":0,"guid":"https://www.frog.co/?post_type=authors\u0026#038;p=86665","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":" Inna Lobel","bio":"\u003cp\u003e\u003cspan data-teams=\"true\"\u003eInna is a design and innovation leader focused on shaping next-generation products and experiences. 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She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":21629,"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploaded_to":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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Mind frogcast Ep.59 – Live from Milan Design Week","description":"Our Guests: Chiara Diana, Chief Design Officer, frog; Matteo Battiston, Chief Design Officer, EssilorLuxottica; Massimo Banzi, Founder, SuperModerno, Co-founder, Arduino; Inna Lobel, Head of Industrial Design, frog; Tim Ensor, Director of Artificial Intelligence, Cambridge Consultants ","topicsTitle":"","topics":false,"author":"Podcast","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e, we ask: how is the physicality of AI expanding into our lives?\u003c/p\u003e\n\u003cp\u003eFrom eyewear to self-driving cars, AI-powered products of all sizes are increasingly making their way into our worlds. What can we do to ensure we welcome robotics into human spaces in mindful, respect ways? And could these intelligent objects set us on the path to finally becoming superhuman?\u003c/p\u003e\n\u003cp\u003eLive from our Milan frog studio during Milan Design Week 2026, join a panel of experts as they share insights into this fascinating, fast-developing area.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eWant to go deeper into designing tomorrow’s world? Download frog’s latest \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003ciframe loading=\"lazy\" src=\"https://player.simplecast.com/095f781d-227d-4aa2-8ad3-a9a703ad61d4?dark=true\" width=\"100%\" height=\"200px\" frameborder=\"no\" scrolling=\"no\" seamless=\"\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 59:\u003c/strong\u003e Live from Milan Design Week\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuests:\u003c/strong\u003e Chiara Diana, Chief Design Officer, frog; Matteo Battiston, Chief Design Officer, EssilorLuxottica; Massimo Banzi, Founder, SuperModerno, Co-founder, Arduino; Inna Lobel, Head of Industrial Design, frog; Tim Ensor, Director of Artificial Intelligence at Cambridge Consultants\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re talking about physical AI and the future of human-centered embodied intelligence. To do this, we take you live to the frog studio in Milan, Italy, during the recent Milan Design Week, one of the world’s leading events for creativity, technology and craft. In a panel discussion, we’re joined by Chiara Diana, Chief Design Officer at frog, Matteo Battiston, Chief Design Officer at EssilorLuxottica, Massimo Banzi, Co-founder of Arduino, Inna Lobel, Head of Industrial Design at frog, and Tim Ensor, Director of Artificial Intelligence at Cambridge Consultants, part of Capgemini Invent. You’ll hear their perspectives on overcoming the hype, designing for privacy and the industrial applications of robots. We take you to the panel now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:04] Chiara Diana:\u003c/strong\u003e Good evening everyone. Welcome to frog. It\u0026#8217;s a pleasure to see both some familiar faces, but also some that are new. I mean, it\u0026#8217;s clients, it\u0026#8217;s practitioners, it\u0026#8217;s some colleagues that came from other studios worldwide. And it\u0026#8217;s very special in this week that it is the Milan Design Week. I think it\u0026#8217;s quite a special moment to be inspired and discuss about the intersection of creativity and innovation. So I\u0026#8217;m Chiara Diana. For those that don\u0026#8217;t know me, I\u0026#8217;m Global Head of Design at frog, which is the experience and business reinvention brand that is part of Capgemini. And I have the pleasure to lead our frog Global Innovation Team that is actually based here in this office in Milano, right on the other side of the of the floor.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:52] Chiara Diana:\u003c/strong\u003e Tonight, we welcome you into our Futurescape. Futurescape is our continuous, ongoing platform for research. What we do with our frogs, globally, with their inspiration, we look for the weak signals. We look for the weak signals at the intersection of science, technology and obviously design to start identifying what could be path forward, and we use them to shape trajectories that are more provocations for collective reflections than in defining exactly what the future should be. But it\u0026#8217;s also a call to action for us to reflect on what is our agency and role in shaping this future forward. A lot of that is about this new human-AI chemistry: how humans and AI are starting to coexist, starting to collaborate and sometimes collide, in shaping new realities that were really not possible years or even months ago. And as part of that, an angle which is transformative is the fact that intelligence is starting to be embedded in the world surrounding us, in the objects, in the spaces, transforming the way in which we interact and relate with them and between us as human beings.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:10] Chiara Diana:\u003c/strong\u003e So the question, in a way, becomes on how we design for that, and that\u0026#8217;s going to be the topic of the conversation tonight. So designing for physical intelligence, and even starting maybe a bit back on what even physical intelligence is as maybe there are different opinions. I cannot be more excited for the panel tonight, as I have an exceptional group of speakers that join me and said yes when I asked them to join this conversation, friends and colleagues, bringing definitely different perspectives. So I welcome them on stage one by one, and share with me welcoming them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:45] Chiara Diana:\u003c/strong\u003e Tim Ensor, first, please join me here. Tim is the director of artificial intelligence at Cambridge Consultants. He is really working on understanding how that novel research in the space of artificial intelligence can be brought back into product and services and solutions that we can really practice.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:08] Chiara Diana:\u003c/strong\u003e Second, I\u0026#8217;ll invite Massimo Banzi. Massimo is founder of Super Moderno, has been co-founder of Arduino, and with that, enabling many of us as designers and makers to really start, you know, making things happen for real before they were even possible.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:25] Chiara Diana:\u003c/strong\u003e Third, Inna Lobel from our New York studio. She\u0026#8217;s leading industrial design in our North America team, but most of all, among others, also with her Nome project she\u0026#8217;s leading the way in which we think about designing for robotics. A bit of debate will be today on, is robotics, physical intelligence? What else? But definitely, that\u0026#8217;s an interesting perspective.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:46] Chiara Diana\u003c/strong\u003e: And last but not least, Matteo Battiston, Chief Design Officer EssilorLuxottica, whose work on AI smart eyewear is really leading the frontiers of what it means to bring physical intelligence to scale. So I\u0026#8217;m super excited. Thanks for joining me in this conversation today. I want to start with a warming up question for all of us. So we were debating this before. So when we think about physical intelligence, I tend intuitionally to think of these spectacular demos that we get back from CES where you see humanoid robotics that are crawling or dancing or even loading the dishwasher, which is definitely, maybe we feel more as a value gain. But is that the full story? Is that the place where people will feel physical intelligence first? So the question, the warm up question, and I will go in the round, will be how what do you see as something, as a tangible, concrete manifestation of physical intelligence today? And what you think is overhyped?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:47] Tim Ensor:\u003c/strong\u003e Hi Chiara, thank you very much. This is a very exciting panel. I\u0026#8217;m looking forward to this discussion as well. So for me, first of all, physical intelligence is a branch of AI where we can have machines and AI able to understand the physical world in a way that they\u0026#8217;ve not been able to to date. And for me, the area we see that right now is us all enjoying increasingly low cost fulfillment of internet orders. Because behind the scenes, there are increasing armies of robots operating warehouses, which are a hotbed of innovation for allowing machines to understand the world in more intelligent ways. We\u0026#8217;re seeing that right now, and that is an area which will continue to to emerge and innovate in secret. Did you want to hype one as well?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:24] Chiara Diana:\u003c/strong\u003e As you like.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:24] Tim Ensor:\u003c/strong\u003e I think you\u0026#8217;ve already said it. So we\u0026#8217;ve seen an awful lot of exciting back flipping robots and robots going around cleaning up our homes after us. I think that\u0026#8217;s gonna be way off.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:33] Chiara Diana:\u003c/strong\u003e So you\u0026#8217;re saying that the ones which is more concrete is the one that we don\u0026#8217;t see.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:36] Tim Ensor:\u003c/strong\u003e Today? Yes, that\u0026#8217;s right.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:37] Massimo Banzi:\u003c/strong\u003e Well, I think one of the probably most interesting application for me is when you look at sensors. So now that we can use AI with sensors, we can from very basic information, we can extract a lot of understanding about the world. And also, there are AI models that the current AI models that we all use are currently mostly working on words, on text, but the new models, they are designed to understand the physical world. And I think that combination of sensing the world and understanding it, it\u0026#8217;s probably one of the interesting things I\u0026#8217;m most interested in.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:10] Chiara Diana:\u003c/strong\u003e And hold that thought for some minutes, because that\u0026#8217;s definitely one topic that we want to expand more, this topic of how do we understand the space around. Inna?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:20] Inna Lobel:\u003c/strong\u003e I think an interesting application of physical AI has been the self-driving cars and Waymo and some of the kind of transportation robots that we see in the US. It\u0026#8217;s been really wonderful to see them move around the streets, and how they can signal the intent, how they allow us to interact in these new ways. The hype, I think I would agree, is the back flipping robots.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:45] Matteo Battiston:\u003c/strong\u003e Well, I think the question is pretty wide. So we have been trained in defining intelligence as something that is very human, and so even when it becomes synthetic, when it becomes artificial, I think it has to keep a layer of humanity. So I don\u0026#8217;t believe in an intelligence, physical intelligence, that is here to be instead of humans, but with humans. So this is, I think, the purpose. That\u0026#8217;s why I think there is a little bit of a misconception. So there\u0026#8217;s probably where we can start debating about. I don\u0026#8217;t think this will have the shape of robots that will make things instead of us, but quietly blending into life of people with products that we really accept. So that\u0026#8217;s, I think, the best way for physical intelligence to really blend in our lives. So I believe more in small and hidden products than big humanoids that are here to replace us.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:41] Chiara Diana:\u003c/strong\u003e Personally, I would agree. I don\u0026#8217;t know if as a moderator, I should be neutral, or I can express an opinion, but I think it\u0026#8217;s definitely is about spectrum. But I think that the place where people will start to feel it first is this element of agency that is starting to infuse into our everyday life and everyday objects. But in a way, is a spectrum, right? So on one side, you were speaking about dispatching goods. I think Amazon was just announcing that they did a one millionth robot that is playing in that space. On the other side, you have these AI that is infusing all the hair dryers that you try to buy now. So if you go on Amazon, all the hair dryers have an element of artificial intelligence into that. So definitely is a spectrum.\u003c/p\u003e\n\u003cp\u003eThe CEO of Nvidia was saying that the “moment” for physical intelligence, or physical AI, is now. So why? I mean, what is happening now that is different from the previous waves? What is making it being a turning point that we should consider that seriously? Tim, first of all, from an engineering perspective, is this something that is really changing, or is another moment of just buzz?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:49] Tim Ensor:\u003c/strong\u003e Yeah, I think Massimo was touching on this in his answer a minute ago, as is often the way, when you see these steps forward in capability, there\u0026#8217;s a number of threads which are coming together. I think the most interesting one is the emergence of different classes of AI models, which are blending together an understanding of the visual scene that they\u0026#8217;re looking at, the verbal description of that scene, or somebody asking a question about that scene, but also then including in that an element of action or reaction. There are new models emerging which bring all of those together. And that is the foundation of what we\u0026#8217;re seeing in the new robotics capability.\u003c/p\u003e\n\u003cp\u003eAlongside that, we\u0026#8217;ve seen the increasing importance of simulation capability, because, as we understand, we can\u0026#8217;t train these models on words and images from the internet. We have to train them on an experience of interacting with an environment. Now the real world is complex and messy and in some cases dangerous and expensive if you\u0026#8217;re going to train a robot. So training these actions in simulation is becoming increasingly important, and the quality of the simulations we\u0026#8217;re working with now can be made so lifelike that when you train an AI model in a simulator and then you deploy it into a real product, it behaves in the way you expect it to, as opposed to tripping over the differences between the simulator and the real world. So that simulation capability is getting to the point where we\u0026#8217;re suddenly able to get improvement in performance from robotic systems as well.\u003c/p\u003e\n\u003cp\u003eAnd I think the last one is on the hardware. And I think we\u0026#8217;ll talk about miniaturization and how you bring different hardware capabilities together, but the ability of new compute chips to run these heavyweight models, to control robots in collaboration with improvements in motor technology and battery technology and sensing technology, all of those are coming together to the fact that we\u0026#8217;re now seeing these step changes in what you can achieve with machines interacting intelligently with the physical world and the people around them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:35] Chiara Diana:\u003c/strong\u003e The moment is now not because of one thing. The moment is now because there are a series of things that are happening at the same moment and together are enabling this new even scale.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:46] Tim Ensor:\u003c/strong\u003e Yeah, no, that\u0026#8217;s exactly right. With any new emergence of technology, it can appear simple. So a lot of the YouTube videos that we\u0026#8217;ve seen over the last year have largely been either robot machines, which have been following a pre-recorded script, or they\u0026#8217;ve got a puppeteer somewhere in the background who\u0026#8217;s a human directing them. And to try and understand how and where the challenges are, over the last year or so, at least a year, my team have been working in a lab with a couple of humanoids, where we\u0026#8217;ve taken them apart, put them back together, change the sensor set, learn how you train them, learn how you get them to do useful work, to really get under the skin of where is the technology curve moving? How fast is it moving? And how do we work out where the real areas of value are?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:21] Chiara Diana:\u003c/strong\u003e Thanks, Tim. And I mean, if we think on one side, the moment is now because technology seems to be more ready than before. On the other side, it seems that also people are a little bit more ready than before. I think we heard in the EssilorLuxottica report, if I put it right, that 7 million AI eyewear have been sold in 2025 so that means that there is demand. So why, Matteo, you think that there is demand now, and why eyewear have been the one element that has been able to bring physical intelligence into the consumer space?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:55] Matteo Battiston:\u003c/strong\u003e That resonates with the kind of sweet spot that we were touching. So technology is ready, miniaturization is close, but there is something more. So people have awareness that we can empower them with something that is little bit different from what they were used to. It\u0026#8217;s not the first time, if we think about it. So the very first branded product if we speak about glasses was back in the 80s. It was a medical device that then was turned into something that was an identity piece. So we changed the meaning of technology somehow. We are making the same leap in order to convince people that the moment is ready. How do you work with that? You work on trust. So that\u0026#8217;s why we were one of the first doing AI glasses, we were one of the first doing smart glasses. Probably we have been the first thinking that those should have been products that people would have been confident wearing. And then it\u0026#8217;s about wearing the product you are close to that somehow help you defining your identity and the way the world sees you, but with another layer that is really empowering in a different way. So that I think is the sweet spot which resonates with awareness of technology and scale, of course. So that was the fortunate angle that we try to create.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:13] Chiara Diana:\u003c/strong\u003e So I\u0026#8217;ll go off script for a moment, just because your answer triggered something in my mind. Do you think that as the one of the drivers for the adoption is that you have been intersecting a sort of desire for humans to be super humans in a way?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:28] Matteo Battiston:\u003c/strong\u003e Maybe. So for sure not humanoids, just normal people with the glasses they love. That\u0026#8217;s why we started with icons. Once again, it\u0026#8217;s related to trust. You trust the iconic product that you always have been wearing. But I think a layer that was a kind of a plus—that is a that is a kind of a competition that products make with your attention. And if you think about the real estate that we are wearing when we wear this part, which is a part that is not for free. So putting a product on your face, it\u0026#8217;s not like putting on your wrist or in your pocket. So this is where your identity starts. But it\u0026#8217;s also close to your senses. It\u0026#8217;s so close to your vision. It\u0026#8217;s close to your ears, it\u0026#8217;s close to the possibility to speak and to communicate. So the idea that you can compete a little bit less with your attention, for example, in looking at a wrist or raising a telephone, that is, that was a strong benefit, and that is just the beginning of something that can be bigger and bigger than that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:25] Chiara Diana:\u003c/strong\u003e We spoke about, you know, this is not the end. This is just the first step. It’s a longer trajectory of transformation and potential. Massimo, with Arduino, you brought physical computing to many people. You were enabling many people us in the first place, makers and designers, to start prototyping things that were not there yet. Where is the next wave of physical intelligence going? What are people prototyping now that we don\u0026#8217;t know yet?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:50] Matteo Battiston:\u003c/strong\u003e One of the things that\u0026#8217;s happening is that if you look at the history of technology, there was some ideas before, there is a technology that\u0026#8217;s available, and now technology is catching up. So now you start to get very powerful processors. They use less and less power, so that you can run complex models, also on very cheap hardware. So when I started running the first machine learning models on little processors, you could do very, very basic things. Now you can run the equivalent of on a computer that can see the size of a book, and it will be the size of a tiny cube at some point. And I think this is very, very important because one of the things that I wanted everyone to be aware of is that physical intelligence is great. You see all these things that are beautiful, but it\u0026#8217;s an incredible privacy nightmare, because every time you use an AI that runs somewhere else, they are using your data. They basically feed themselves on your data. They know everything that you do. And you pay. You pay to be surveilled.\u003c/p\u003e\n\u003cp\u003eSo I think one of the things in the future, this concept of local AI, it\u0026#8217;s going to be an incredible moment. I\u0026#8217;m already running my own AI server, so I don\u0026#8217;t have to go, I think, to the cloud. But I think in the future, you will be able to have a tiny server somewhere in your house that run your own AI, that one is the next thing I\u0026#8217;m really looking forward to. And yes, obviously these new AI models that understand the physical world are going to be incredibly important because understanding the physical world through language, it\u0026#8217;s not exactly the future, but you know, one of the fathers of AI is looking at this new models that really start from an understanding of the physical world, and they can actually learn. So the robot can fall down three, four times, and then suddenly start to learn by itself. Why am I falling? Can I stop falling? Current models don\u0026#8217;t really do that. So we could be talking for all, but the takeaway: privacy, be careful.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:58] Chiara Diana:\u003c/strong\u003e So maybe shifting gears more to the role of design into that and how design is changing. With the Nome project, Inna, you have been exploring a lot about how do we understand, we are understood, and then we build relationships. Behaviors are becoming the interface by which we interact and understand these objects that are becoming intelligent. What\u0026#8217;s your take and perspective on it?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:20] Inna Lobel:\u003c/strong\u003e Yeah, I think that\u0026#8217;s one of the things that\u0026#8217;s been really interesting for us to think through, is kind of, how do we actually live with these objects? How do we want to bring them into our houses? Into our like human spaces? And how do we make sure that we\u0026#8217;re kind of both creating and preserving the right aspects of our culture? So with Nome, this is an R\u0026amp;D project for us, where we\u0026#8217;re thinking about, how do we bring robotics into the home. But really it\u0026#8217;s about, how do we bring robotics into human spaces? And one of the things that we did there was, first, just map out, what are some of the social interactions, what are some of the ways that we use our homes, and where do we want something that augments us? What would it mean for it to be part of the fabric there? And so it\u0026#8217;s interesting. I think behavior is one critical interface, and there\u0026#8217;s actually two interfaces, because behavior is also empowered and created through the form that it has. So we looked at those things together and really being mindful of, you know, how does this object signal to us? How do we signal to it? What are the right moments to have it kind of come into our spaces? Where should it stay back and then really thinking about the ways that we communicate with each other, and trying to tease out which ones of those might we bring to this platform so that it can be more legible? So that we can understand intentionality, and I think it\u0026#8217;s going to really go both ways.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:49] Chiara Diana:\u003c/strong\u003e And you mentioned, I mean these signals, and this interpretation of the signals, and therefore the intent right on both sides. Because in the moment in which those entities start to get agency—and this is in the physical space, but I think in the digital applies similarly—how do you anticipate what is going to happen, which plays in an element of trust as well? So the idea that you can predict what is going to happen, reaffirming your interpretation of reality. This human-machine understanding is becoming key. We spoke about the new models that are starting to interpret the human space, the physical space, but it\u0026#8217;s also about the human and the machine itself. Tim, what is changing from an engineering perspective that is enabling this interpretation to happen? I mean, can we code empathy in a way?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:37] Tim Ensor:\u003c/strong\u003e It\u0026#8217;s a really interesting and challenging space, I think, for me, for a product to respond in a way which is empathetic, somehow, without wishing to overload any of these words, it has to be able to react to the human in a way which understands the context that human is in and responds in a way which is in line with what they would expect. And this is quite hard for a machine because humans are very complex entities, as we all know. But we looked to this about three years ago, four years ago, we started a team specifically called Human-Machine Understanding, where we were bringing together psychologists and behavioral scientists with our AI engineers and our computer scientists to try and kind of grapple with this particular area. Because we could see that this was going to be a challenge that as we embodied more AI into products we would all want and expect to be able to interact with them in more naturalistic ways. At its core, from an engineering perspective, it comes down to blending different ways of sensing the world around us in intelligent ways. And some of the work I mentioned on our robotic theme is relevant, but I think it carries across to any form factors. Where we\u0026#8217;ve had an example where we\u0026#8217;re blending sensors from image, putting those through a number of different algorithmic threads to be able to understand someone\u0026#8217;s speech, be able to understand their gesture, be able to, from a view of the world, interpret a gesture as relevant to an object in the scene. We can identify the object and label it in association with the words from the human. And we can also survey the scene to kind of unpick ambiguity. So there\u0026#8217;s a great video one of our researchers who\u0026#8217;s leading this space having a conversation with the machine, where he says, “Can you move the cup over there?” And this location of the cup has to be identified over there being a reference to an object or a table, in this instance, has to be interpreted, and then the instruction gets played back again. But there\u0026#8217;s also ambiguity because, actually, there\u0026#8217;s two cups, so that the machine has to go, “Oh, actually, I need to solve this ambiguity first before I can understand how to respond effectively.” And it\u0026#8217;s just kind of a little example of what the team have been doing to try and think about: how do you bring different interaction modalities, both visual and verbal, and in a way where the machine has an understanding itself of the scene and has to work through the thinking about what does the human mean from the instruction or the interaction they\u0026#8217;ve given? And unpick that to ensure that they can respond in the most empathetic way. So it\u0026#8217;s a really, really rich and exciting area, which I would say we\u0026#8217;re just at the beginning of. But I think it\u0026#8217;s these technology pieces which enable us to design behaviors on top of them.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:54] Chiara Diana:\u003c/strong\u003e While I believe that conversational AI is fantastic, and all this kind of chat interactions with all the dimensions of life are definitely opening up the territory for novelty, but it feels like, in some moments, a regression to a way of expressing and interacting that is very intense and time consuming and very difficult to express the totality of your intentions and even emotions. I was hearing this podcast with the CEO of Airbnb, and they were discussing about, you know, disintermediation and will have everything happen to an agent. And he was saying, but try to book the apartment for your next vacation just in a verbal conversation with a chatbot—it will take ages and forever, and you\u0026#8217;ll probably not get it right in the first place. So this idea of enabling a multi-dimensional, multimodal understanding of reality, to me, is really foundational to you know, enabling what is what is possible next.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:48] Tim Ensor:\u003c/strong\u003e I completely agree, and I think the space we\u0026#8217;re at now is trying to work out, how do we give AI machines enough embodied context to be able to respond appropriately? And as humans, we build that context up over our entire lives of interaction. And at the moment, machines don\u0026#8217;t have that ability. But I think this question about how do we create data models which allow a machine to access the context of relationships between people, relationships between a person now and events in their past, relationships between the group of people. And all of this is extraordinarily rich context, but is necessary for us all as humans to respond appropriately to each other. And I think that is the next challenge for us to get machines to respond appropriately—is to be able to collect and model that data in such a way that a machine has access to it and can then give the kind of appropriate answers. Because I can 100% agree with you, prompt engineering should not be a thing, but at the moment, it is a thing because we have to communicate with large language models in this way.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:45] Chiara Diana:\u003c/strong\u003e You are saying that it\u0026#8217;s important for the machines and this intelligence to get the richest possible understanding of the reality surrounding them. I mean, eyewear is there, right? They are this layering between perception and the world around us, the world around us and us, and how we can then act on it. So, Matteo, I\u0026#8217;m keen to hear your perspective on what Tim shared, but also how in the moment in which you\u0026#8217;re there and continuously, I mean, how you bear with that responsibility. How do you balance discreetness? And then when is the right moment to actually act?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:25:20] Matteo Battiston:\u003c/strong\u003e I think it\u0026#8217;s, I go back to what Tim was saying, and I think in this room, in a design firm, it\u0026#8217;s happening something that is we need to stop for a while and think. It\u0026#8217;s a new beginning where we are designing new objects without thinking about performances and functionalities. So the major words that we have been using is culture and behaviors, which is beautiful. So we are designing something that is really new to people, and it\u0026#8217;s something that we can design starting with the way that we really interact with the world. And this is why we feel that working, for example, in this space. It\u0026#8217;s a kind of a quintessential thing because here\u0026#8217;s where the large majority of things that happens to us start. We see them, we sense them, we hear them. And yes, there is a there is a strong responsibility when you build, and you start building and designing those behaviors, because we need care. We need care of different aspects, we need care about intention when you load a new kind of intelligence to a human body. And so we need to be sure that the intention of the gesture that you are making are the right ones. And so those things can do a lot of things, you have to do the right one at that moment. This is the first one.\u003c/p\u003e\n\u003cp\u003eThe second one is about being respectful of cognitive load. So we are doing things towards the world, but we are receiving a lot of data. You can be informed of things that are happening with information that are placed in the right place in the real world. Are we used to that? So we have to get there in the in the right way, in order to augment humans, not to disturb our intention.\u003c/p\u003e\n\u003cp\u003eAnd the third layer of responsibility, which still deals with what Massimo was saying, is respect to the bystanders. So we are doing things that are having an effect on people that are around us. Creating behaviors and creating services and information that are clear to the bystanders, won\u0026#8217;t solve at all what Massimo was saying, but they take it into consideration. In this fast conversation that we did before getting here on the stage, we were speaking about just one piece of technology. So if we think about a camera, for example, and we think about a camera in our garage, or we place it in our living room, or we place it in our face. We have three different way to think of that camera. So we have three different approaches, and maybe also some skeptical ones. In a garage it\u0026#8217;s very simple. In my living room, what is happening? On my face, what can you see that I\u0026#8217;m seeing? So that\u0026#8217;s the responsibility we have when we design, taking care of privacy at the very beginning and at the core of every product, which I think it\u0026#8217;s a layer that it\u0026#8217;s not skippable when you start designing. It\u0026#8217;s a first layer. So this is the first thing you design.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:28:13] Chiara Diana:\u003c/strong\u003e We discussed a lot about before about compromises and constraints in the journey towards bringing, you know, this intelligence to scale. How do you deal in the moment in which you have these ambitions and priorities on trust and behavior, but on the other side, you have elements of constraints and compromises that needs to be made in order to meet the next milestone?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:28:37] Matteo Battiston:\u003c/strong\u003e That\u0026#8217;s the new skills of designers. So you don\u0026#8217;t just deal with shapes and with materials. Anytime that we you make a choice, it\u0026#8217;s a choice that is trading off with something else. You want two hours more function, and then you deal with two three millimeters on your face, or you want another function, and then you have to drop another one, or you have to add a lot of expense in terms of investment to have new batteries, new harvesting, new whatever. So it\u0026#8217;s a complete and ongoing tradeoff between function and acceptability of people. Because, once again, and I\u0026#8217;m just thinking about something that goes on our body, not always on a face. It\u0026#8217;s your body. So you are not a carrier. So it\u0026#8217;s a product that has to suit you. And so that\u0026#8217;s a real challenge when we design. It\u0026#8217;s a complete new set of know-how that a designer has to have, because the level every designer describes himself or herself like a curious person, the level of curiosity that you need to have has to go skyrocketing—because you have to deal with electricity, you have to deal with the connectors, you have to deal with magnetic powers. So, it\u0026#8217;s not just about a ship that you move with a chassis around something, especially when it\u0026#8217;s when you are in on such a complex real estate like on your face. So yes, it\u0026#8217;s a complete trade off every minute.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:30:04] Chiara Diana:\u003c/strong\u003e Massimo, you had a perspective on the constraints as a way, I mean, even as a matter for design. I mean, we live with tradeoffs. We design with constraints. What\u0026#8217;s the role of constraints in designing? And specifically, when we think about intelligence getting physical?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:30:21] Massimo Banzi:\u003c/strong\u003e Well, so I think one of the aspects of design is very interesting, is that the constraints, sometimes they make you very creative. The fact that you have to work around the constraint is actually what gives you sometimes ideas that are not conventional, because if you had all the money in the world and all the things in the world, you would, you know, when I made the first Arduino, my constraint was it had to cost 20 euros. So I had to take away everything—it was like the Model T Ford. It\u0026#8217;s a product that still sells now, ridiculous. But one of the other constraints, to me is very important, as I teach interaction design. So the first constraint between multiple quotes should be human beings. So we do user-centered design. So for us, the wellbeing of the person that we are designing for should be one of the main constraints. Unless you\u0026#8217;re designing bombs, that\u0026#8217;s a different story. But for all the other products, the person should be at the center. And I always thought that even in technology, a lot of times when we try to design things and we have constraints, you mentioned it, you know, sometimes it\u0026#8217;s power, you know, can you live with, like a bigger object for that tiny bit? So that those constraints, sometimes, they’re where you come up with the great idea, which I think it\u0026#8217;s, it\u0026#8217;s good. I love constraints. They make my life simpler.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:31:34] Chiara Diana:\u003c/strong\u003e Do you think that then with these new layers that you were referring to, you know, these new dimensions, new variables that we need to consider, and this new curiosity that we need to have, do you think that the process of design needs to change compared to what we have today? If I think about the horizons of, or, speed of bringing an innovation to reality, if you think of a digital solution now, you can do that in a week in a few months ago, you can do that in three months. But if you think of a cycle of producing something, you know, physical object is completely another timeline. Shall we change our design process because of this new interplay?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:32:10] Massimo Banzi:\u003c/strong\u003e Well, obviously your design process is going to change a little bit, because now the variables you have to look at. So when you\u0026#8217;re designing a chair, there were a certain number of things you have to take care of, but if the chair starts to have a bunch of sensors, there is an AI, there\u0026#8217;s a bunch of different constraints, obviously, the way you organize your work, the workflow, the people you need to bring in, the fact that you know, if I look at my students, obviously, many years ago, they were mostly concerned about some aspects of the project. Now, my students in the master of interaction design, they do AI, they use AI as a tool, but also they understand AI as a material for building something. The number of things they need to keep in their mind, and they need to create some kind of a coherent vision starts to, you know, increases quite a lot understanding what kind of sensing can we add to this thing so that it understands the world, it understands people? So I think the process becomes much more sophisticated. And when you\u0026#8217;re making something physical, it’s ten times more complicated. Because, you know, in software, if your computer blows up, you go to Media World, you buy another one, it\u0026#8217;s fine. But if you are building, you know, a very sophisticated piece of hardware, software, and your prototype blows up the night before you\u0026#8217;re supposed to show it, which probably happened to you a few times? It\u0026#8217;s not random that in the US, they say “hardware is hard.” It\u0026#8217;s hard for a reason.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:36] Chiara Diana:\u003c/strong\u003e Inna, how many objects have you broken before going live at the NVIDIA event?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:42] Inna Lobel:\u003c/strong\u003e It definitely happens. Usually it works perfectly, until you have to show it, right?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:48] Chiara Diana:\u003c/strong\u003e You have been experimenting a lot in this space. In frog as probably one of the most experimental. I mean, what can you bring?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:33:56] Inna Lobel:\u003c/strong\u003e Yeah, I think, you know, one thing which is true is I feel like the fundamentals are really important. And that\u0026#8217;s something that, you know, we always kind of come back to is: what is the context that we\u0026#8217;re designing for? How do we prototype really quickly with cardboard so that we can get the ideas out and get a better sense for what to do? Because hardware is hard. Every iteration that you make takes a while to prototype, and I think we\u0026#8217;re being really mindful of that right now with physical AI also, because now as the complexity of what we\u0026#8217;re designing increases, making a prototype that works is also exponentially increasing. In order to build a simulation of something, the definition that you have to give to a hardware product, takes time to define in appropriate ways. So we\u0026#8217;ve been experimenting with new formats, for example, leveraging VR, leveraging the gaming and Unity, and the types of kind of interactive media that exists to see, okay, well, maybe we can take physical AI and robotics, and before we do all of the hard work on the engineering side, we can start to interact with these systems in a digital way as a bridge to gaining confidence that, yes, that\u0026#8217;s what we want to be doing. You know, this is the way we want to be interacting with it that kind of feeds back into what the sensor set is that we need. Really looking at ways that we can collapse the process, gain more confidence in what we\u0026#8217;re doing, and build that bridge across the various parts of the design process.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:35:34] Chiara Diana:\u003c/strong\u003e On the other side, Tim. When you when you look from outside, you think, these designers, they come with the ideas, but it\u0026#8217;s never feasible. How are you thinking of the engineering process evolving in this context?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:35:45] Tim Ensor:\u003c/strong\u003e We always value the multidisciplinary leader and the multidisciplinary team, and that system thinking is something which we have to grapple with every day. And we have our core as an engineering team, but we have some designers, and we work with the frog team a lot. So the breadth of what you need as a set of disciplines, I think is expanding. And the more complex the products that you\u0026#8217;re building, the more complex and experience you\u0026#8217;re trying to create, the more disciplines you need to be able to either have both in the team, and have in your mind.\u003c/p\u003e\n\u003cp\u003eSome really interesting examples that say, I come back to the robotics example because it\u0026#8217;s something I\u0026#8217;ve been working on for the last year with my team, but it\u0026#8217;s also really interesting because of the richness of expression you can get. We chose humanoids as our experimental platform because they\u0026#8217;re the most complex. You know, they have 26 degrees of freedom in their movement before you even get to the hands. And so that is really interesting. So a couple of design choices that we\u0026#8217;ve seen recently. So Boston Dynamics new humanoid robot, they decided to make it have 360 degree rotation. So it can walk forwards, rotate its entire body 180 degrees and walk backwards without moving its legs around to walk backwards. Its head will rotate like an owl. So they\u0026#8217;ve had engineering choices which have implications for the way people interact with it, and the way in which you the design space you\u0026#8217;ve got to deal with. But then I also look at the things that Disney have done in their robotics, which they have been so deliberate in designing the personality. And it\u0026#8217;s a personality as expressed through physicality of the of the device.\u003c/p\u003e\n\u003cp\u003eBut what\u0026#8217;s interesting about AI is its amazing capability to generalize, which means that you show it one example, you train it one thing, and it responds appropriately in an example you haven\u0026#8217;t trained it for. And so what that means is those designers have had to deliberately create the personality for the robot moving in a certain way, but then in the real world, didn\u0026#8217;t move in some other ways. And it\u0026#8217;ll take the characteristics of how you\u0026#8217;ve trained it for this thing and it will express it in a way you didn\u0026#8217;t train it for. And so we\u0026#8217;re getting all of these additional dimensions of building learning systems into products, which is a whole other way, I think, that the design community needs to be thinking about okay, I designed it for this, but my AI is going to generalize it in another way which I didn\u0026#8217;t design it for. We may not have tested it for. And the AI will represent it in the way that it chooses to. So understanding how that AI system is built from the ground up is a is another dimension of design understanding.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:38:00] Inna Lobel:\u003c/strong\u003e Yeah, I love that you use the word personality, because that\u0026#8217;s what we\u0026#8217;ve been thinking about as well. And kind of one of the things that we\u0026#8217;ve been doing in designing these products that have motion, is right away thinking about the motion signature and building out kind of the character palette so that you can do something like that. And you start thinking about, what are the different ways we might want to interact with it, and how does that mean it\u0026#8217;s going to kind of come to life in the systems? I think it\u0026#8217;s such an interesting space.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:38:31] Tim Ensor:\u003c/strong\u003e If I can build on that, it\u0026#8217;s also really interesting that you have to be deliberate about the things you think are obvious. So I had a really interesting conversation with some of the guys at Boston Dynamics, and their first product was the dog robot, and they trained it to go and inspect something and come back again. But because they trained it for utility, it just walked forwards and it looks up and then it walked backwards, and everyone looked at wend “a dog doesn\u0026#8217;t do that.” So the assumption that people bring because of the form factor you\u0026#8217;ve used means that you need to go, well, people aren\u0026#8217;t going to like that, not because it\u0026#8217;s not following the utility of the job you\u0026#8217;ve asked it to do, but because people have a preconception about the form factor and the personality you need to give it.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:39:04] Chiara Diana:\u003c/strong\u003e I think we all feel a bit of this tension of being, you know, on the edge and, I mean, are we jumping, or are we not? We feel this tension every day, every announcement that we read, it\u0026#8217;s a little bit more jumping into the unknown. But I think that’s the part that is very fascinating to me. It feels like, when we got the first wave of digital I started design at school for industrial design. It was not, you know, anything else. And these digital things started to come up, and it felt like we are writing something that is completely new and that was fascinating. Now I feel it\u0026#8217;s another wave of like that. So we are jumping into something that is completely new, all to be written, all to be, you know, scribed. And I think that that\u0026#8217;s because in this discourse, there is a role and an important role for design. So with this said, I thank you all. I thank you panelists for staying with me. Thanks so much, also for the conversations before. I thank you all for being with us. Stay with us little longer. So enjoy the exhibits. Some are a bit provocative on some of the topics that we covered. Get a drink. Keep connecting with people, and enjoy your time with frog. Thanks for coming.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:40:15] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and a link to download frog’s Futurescape report.\u003c/p\u003e\n\u003cp\u003eWe really want to thank our guests and the team at frog Milan for sharing their insights from Milan Design Week.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"report_link_out_block","image":{"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploadedTo":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","mediumWidth":300,"mediumHeight":287,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","mediumLargeWidth":640,"mediumLargeHeight":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","largeWidth":640,"largeHeight":613,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536X1536Width":1268,"1536X1536Height":1214,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048X2048Width":1268,"2048X2048Height":1214}},"description":"For more on how AI is bending the limits of our physical and digital worlds, download our latest frog report ‘Futurescape: Artificial Realities.’  ","reportLink":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acfFcLayout":"vimeo_block","vimeoId":"1193323834","placeholderImage":"https://wp.frog.co/wp-content/uploads/2026/05/milan-design-week-2026-cover-video.jpg","title":"","description":"","fullWidth":true,"videoFile":false,"duration":{"hours":"","minutes":"","seconds":""},"schemaTitle":"","schemaDescription":""},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"slug":"chiara-diana","authorName":"Chiara Diana","bio":"\u003cp\u003eGlobal design and innovation leader, Chiara brings over 20 years of experience shaping futureproof products and services for multinational organizations, with a sustained focus on healthcare since joining frog in 2010. Her work translates emerging technologies, human needs and regulatory complexity into experienceled, scalable healthcare innovation.\u003c/p\u003e\n\u003cp\u003eToday, as Chief Design Officer and Head of frog Innovation Team, she leads the growth of frog’s own design practice, shaping new capabilities, offerings and methods with teams worldwide.\u003c/p\u003e\n","designation":"VP, Chief Design Officer, frog, part of Capgemini Invent","twitterProfileLink":"https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday\u0026text=%20\u0026original_referer=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday","mediumProfileLink":"https://medium.com/@frogdesign","authorImage":{"id":86413,"title":"milan-design-week-Chiara-Diana","filename":"milan-design-week-Chiara-Diana.png","filesize":79471,"url":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","link":"https://www.frog.co/milan-design-week-2026/attachment/milan-design-week-chiara-diana/","alt":"","author":"30","description":"","caption":"","name":"milan-design-week-chiara-diana","status":"inherit","uploadedTo":86207,"date":"2026-03-26 20:08:13","modified":"2026-03-26 20:08:13","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":525,"height":525,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","mediumLargeWidth":525,"mediumLargeHeight":525,"large":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","largeWidth":525,"largeHeight":525,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","1536X1536Width":525,"1536X1536Height":525,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","2048X2048Width":525,"2048X2048Height":525}}},{"slug":"inna-lobel","authorName":" Inna Lobel","bio":"\u003cp\u003e\u003cspan data-teams=\"true\"\u003eInna is a design and innovation leader focused on shaping next-generation products and experiences. She leads Industrial Design at frog across North America, shaping products, systems and experiences from pre-concept to launch. Her work turns new and emerging technologies into products people want and value, with a growing emphasis on robotics and physical AI.\u003c/span\u003e\u003c/p\u003e\n","designation":"Head of Industrial Design, frog, part of Capgemini Invent","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":86385,"title":"milan-design-week-Inna-Lobel","filename":"milan-design-week-Inna-Lobel.png","filesize":125903,"url":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel.png","link":"https://www.frog.co/milan-design-week-2026/attachment/milan-design-week-inna-lobel/","alt":"","author":"30","description":"","caption":"","name":"milan-design-week-inna-lobel","status":"inherit","uploadedTo":86207,"date":"2026-03-26 20:05:26","modified":"2026-03-26 20:05:26","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":525,"height":525,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel.png","mediumLargeWidth":525,"mediumLargeHeight":525,"large":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel.png","largeWidth":525,"largeHeight":525,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel.png","1536X1536Width":525,"1536X1536Height":525,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Inna-Lobel.png","2048X2048Width":525,"2048X2048Height":525}}},{"slug":"elizabeth-wood","authorName":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploadedTo":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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– When Human Connection Meets AI","image":{"id":86585,"title":"Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image","filename":"Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image.jpg","filesize":165882,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-58-when-human-connection-meets-ai/attachment/ep58_futurescape_design_partnerships_jess_leitch_share_image/","alt":"","author":"30","description":"","caption":"","name":"ep58_futurescape_design_partnerships_jess_leitch_share_image","status":"inherit","uploadedTo":86345,"date":"2026-04-15 17:18:15","modified":"2026-04-15 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17:31:47","modified":"2026-04-15 17:31:47","menu_order":0,"mime_type":"image/gif","type":"image","subtype":"gif","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation-150x150.gif","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation-300x115.gif","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation-768x294.gif","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation-1024x393.gif","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation.gif","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_Header_Animation.gif","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"Rewriting the Playbook for Agentic AI","description":"An exploration of why traditional automation playbooks fall short for agentic AI, and what it takes to adopt, govern, and scale it responsibly.","topics_title":"","topics":false,"author":"Article","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003eMany organizations rush to prototype with AI agents, experimenting with small tasks. But these experiments often stay stuck as disconnected demos, disjointed from real project flow, lacking the context, controls, and documentation needed to produce meaningful outcomes. The leap from prototype to production is a chasm, not a step. Crossing it doesn’t require bravery, it requires an adoption playbook that turns risk into repeatable practice.\u003c/p\u003e\n\u003cp\u003eThis is a subject we at frog recently explored in \u003ca href=\"https://www.weforum.org/publications/ai-agents-in-action-foundations-for-evaluation-and-governance/\" target=\"_blank\" rel=\"noopener\"\u003e‘AI Agents in Action: Foundations for Evaluation and Governance’\u003c/a\u003e, a joint white paper produced by the World Economic Forum in collaboration with Capgemini.\u003c/p\u003e\n\u003cp\u003eAI agents are being pitched as productivity accelerators. They can plan, decide, and act across systems without waiting for a human to supervise every step. With their ability to take action, use tools, and operate under uncertainty, AI agents are unlike any preceding innovation. They work at a pace and scale that breaks traditional oversight, so governance can’t be an afterthought.\u003c/p\u003e\n\u003cp\u003eThat’s why we advocate progressive governance: practical “speedbumps” embedded in workflows that include clear guardrails, verification points, escalation rules, and human approvals at the moments that matter. The goal is not to slow agents down. It’s to let them run safely inside organizational boundaries.\u003c/p\u003e\n\u003cp\u003eBusiness leaders want to lead AI agent adoption and gain a competitive advantage. But leaders cannot treat deployment like a race because agent failure modes can escalate fast: brand damage, financial loss, security exposure, and in some settings, physical impact. A new playbook is needed that is fundamentally different from traditional software rollout. It requires an operating model of progressive governance that is one part IT, one part risk, one part people leadership that continuously improves performance while keeping agents set with the minimum authority required to do the job.\u003c/p\u003e\n\u003cp\u003eReal transformation won’t come from clever agent demos. It comes from giving AI agents real context: an understanding of how work gets done, access to the right trusted data (and no more than necessary), and continuous feedback from human experts. Only then can agents move from tools to true collaborators embedded in the fabric of the organization.\u003c/p\u003e\n\u003cp\u003eMaking that shift requires a new mindset around governance: progressive, shared, and operational. This isn’t something a single team or function can “own.” Every role has a stake in how agents are designed, deployed, and held accountable. The real question isn’t “can we build agents?” It’s “are we ready to run them?”\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eWhy AI agents change the risk equation\u003c/h3\u003e\n\u003cp\u003eAI agents are not simply more capable chatbots. Using a combination of models, tools, memory, and systems access, AI agents can plan, decide, and act toward goals. But it is their ability to do all this with minimal supervision that makes them so unique.\u003c/p\u003e\n\u003cp\u003eIn \u003ca href=\"https://www.frog.co/designmind/next-gen-contact-centers-powered-by-ai\"\u003ecustomer support\u003c/a\u003e, an AI agent can autonomously resolve cases end‑to‑end. In marketing, an AI agent can turn data into hyper‑personalized content. In \u003ca href=\"https://www.frog.co/designmind/empowering-frontline-retail-workers-with-ai\"\u003ehospitality\u003c/a\u003e, an AI agent can summarize staffing gaps and predict seasonal booking based on data. In scientific research, an AI agent can deconstruct a question, search multiple sources, and synthesize recommendations without step‑by‑step guidance. And that autonomy is exactly what makes the stakes higher.\u003c/p\u003e\n\u003cp\u003e\u003cimg decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" style=\"margin-bottom: 15px;\" src=\"https://wp.frog.co/wp-content/uploads/2026/04/rewriting-the-playbook-for-agentic-Graphic-scaled.jpg\" width=\"640\" height=\"auto\" /\u003e\u003cbr /\u003e\nFigure 1: Software architecture of an AI agent\u003cbr /\u003e\n\u003cspan style=\"font-size: 14px;\"\u003eSource: \u003ca style=\"font-size: 14px;\" href=\"https://www.weforum.org/publications/ai-agents-in-action-foundations-for-evaluation-and-governance/\" target=\"_blank\" rel=\"noopener\"\u003eAI Agents in Action: Foundations for Evaluation and Governance | World Economic Forum\u003c/a\u003e\u003c/span\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003eThis shift from “model” to “agent” matters because it changes the risk profile. Agents can misuse tools, drift from intended goals, or interact unpredictably with other agents. They operate in environments that are often dynamic, incomplete, and uncertain.\u003cbr /\u003e\nThat’s the trade: agents move closer to real work, and real work is messy. You get speed and coverage, but also drift, edge‑cases, and compounding errors if oversight isn’t designed in. And yet, adoption is accelerating. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2024/05/Final-Web-Version-Report-Gen-AI-in-Organization-Refresh.pdf\" target=\"_blank\" rel=\"noopener\"\u003eMany organizations plan to integrate AI agents within the next one to three years\u003c/a\u003e. Most efforts today are still pilots which is precisely why now is the moment to set the rules before the rules are set by accidents.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe mistake leaders risk making\u003c/h3\u003e\n\u003cp\u003eThe most common failure mode is not technical; it is organizational. Many companies approach AI agents the way they approached previous automation: deploy quickly, restrict access, and assume governance can be solidified later. But agents are not static systems. They behave differently depending on context, autonomy, authority, and environment. Governance models designed for traditional software (e.g., focused on uptime and access control) are no longer sufficient.\u003c/p\u003e\n\u003cp\u003eA useful analogy is hiring. When a person joins an organization, they are not given full authority on day one. They are assigned a role, trained, observed, and gradually entrusted with more responsibility. Performance is evaluated continuously, not just at onboarding. AI agents deserve the same discipline: scope, training, evaluation, and progressive trust.\u003c/p\u003e\n"},{"acf_fc_layout":"numbered_section_block","title":"A practical adoption framework (what leaders can do now)","description":"Successful integration of AI agents follows a simple but rigorous progression. While the underlying technology is complex, the leadership questions are not. The key foundations for AI agent evaluation and governance are (1) define the job, (2) evaluate in real work, (3) manage risk continuously, and (4) scale governance with impact. Let’s examine them in greater detail. ","numbered_sections":[{"title":"Set guardrails before you hit deploy","content":"\u003cp\u003eBefore asking what an agent \u003cem\u003ecan\u003c/em\u003e do, leaders must decide what it \u003cem\u003eshould\u003c/em\u003e do. A practical starting point is to define the agent across a small set of dimensions:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eFunction\u003c/strong\u003e: What task does it perform?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eRole\u003c/strong\u003e: Is it narrowly specialized or broadly general?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAutonomy\u003c/strong\u003e: Can it act independently, or only on request?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAuthority\u003c/strong\u003e: What systems, data, or actions is it allowed to access?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003ePredictability\u003c/strong\u003e: Does it behave deterministically or probabilistically?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eOperational context\u003c/strong\u003e: Is the environment simple and stable, or complex and dynamic?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThese choices are not inherent to the technology — they are leadership and design decisions. Two organizations can deploy the same agent in radically different ways, with very different risk profiles.\u003c/p\u003e\n\u003cp\u003eLeaders who skip this step often discover too late that an agent’s authority or autonomy exceeds what the organization is prepared to oversee. If you can’t explain an agent’s job and boundaries in one minute, it’s not ready for production.\u003c/p\u003e\n"},{"title":"Evaluate agents in workflows—not demos","content":"\u003cp\u003eAI agents cannot be evaluated the same way as static models. Traditional benchmarks measure accuracy on predefined tasks. Agents, by contrast, must be assessed as systems operating over time. Effective evaluation focuses on questions such as:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eReliability\u003c/strong\u003e: Does the agent reliably complete tasks end-to-end?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eRationality\u003c/strong\u003e: How does it behave when inputs are ambiguous or incomplete?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAdaptability\u003c/strong\u003e: Can it recover from errors or unexpected conditions?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eGovernance\u003c/strong\u003e: How often does it escalate to humans, and why?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eTrust\u003c/strong\u003e: Do users trust its outputs enough to rely on them?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eHere, metrics matter: task success rate, completion time, error types, tool‑call success, escalation frequency, and rollback rate. If you can’t measure it, you can’t manage it. Agents should be piloted in sandbox environments that mirror real workflows before being exposed to live systems.\u003c/p\u003e\n\u003cp\u003eEvaluation must continue beyond deployment. As data, tools, and workflows change, agent behavior changes too—so monitoring and re‑validation are non‑negotiable.\u003c/p\u003e\n"},{"title":"Treat risk as continuous work (not a gate)","content":"\u003cp\u003eRisk does not disappear once an agent passes testing. Organizations need a living risk process that links:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003eThe agent’s design choices (e.g., autonomy, authority, and context)\u003c/li\u003e\n\u003cli\u003eEvidence from evaluation and monitoring\u003c/li\u003e\n\u003cli\u003eClear thresholds for acceptable behavior\u003c/li\u003e\n\u003cli\u003eClear ownership: who is accountable when it fails\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eA highly autonomous agent operating in a complex environment requires stronger safeguards than a deterministic agent performing a narrow task. This is not about avoiding risk altogether, but about making it explicit, measurable, and manageable.\u003c/p\u003e\n\u003cp\u003eImportantly, risk assessment must include organizational and ecosystem risks (e.g., data exposure, regulatory compliance, and interactions with other agents), not just technical failure modes. If agents can act across systems, risk can cascade across systems.\u003c/p\u003e\n"},{"title":"Scale governance progressively with impact","content":"\u003cp\u003eOne of the most powerful insights for leaders is that governance should scale with impact. Low‑risk agents may require basic safeguards:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eLeast-privilege access\u003c/strong\u003e: The AI agent is only permitted to perform its assigned task.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAudit logs\u003c/strong\u003e: Tamper-proof records of what, when, and how the AI agent acted.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eHuman-override mechanisms\u003c/strong\u003e: The crucial ability for human operators to pause, stop, and roll back AI agents.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAs autonomy and authority increase, governance must evolve to include stronger verification, more frequent review, adaptive permissions, and explicit accountability.\u003c/p\u003e\n\u003cp\u003eHuman oversight remains central. In high‑impact settings, human‑in‑the‑loop means agents propose actions but do not execute without approval. In more stable contexts, human‑on‑the‑loop means agents act within boundaries while humans monitor and intervene when necessary.\u003c/p\u003e\n\u003cp\u003eThe goal is to increase speed safely: so users trust it, leaders can defend it, and regulators don’t become your operating model.\u003c/p\u003e\n"}]},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eFrom isolated agents to agentic ecosystems\u003c/h3\u003e\n\u003cp\u003eMuch of what has been discussed concerns the implementation of individual agents for specific purposes: customer service, finance, research, etc. For many organizations, that is where exploration stops. But the real gains emerge when you move from the singular to the plural: multi‑agent ecosystems that begin to connect work across the organization.\u003c/p\u003e\n\u003cp\u003eAs agents begin to collaborate, transact, and negotiate across teams, vendors, and organizations, new possibilities open up alongside new considerations. These systems must navigate shared goals, dependencies, and handoffs in environments where no single team has full visibility or control.\u003c/p\u003e\n\u003cp\u003eStandardizing interaction doesn’t guarantee safety, but it does create a foundation for scale. Without boundaries on authority, verification of intent, and human‑level governance, ecosystems can propagate errors as efficiently as they propagate value. With those elements in place, they can also unlock speed, resilience, and entirely new ways of working.\u003c/p\u003e\n\u003cp\u003eTreat agent‑to‑agent connections as an organizational interface, not just a technical integration, by putting explicit constraints, monitoring, and accountable ownership in place. Leaders who thoughtfully approach classification, evaluation, and governance are far better positioned to harness the opportunity of agentic ecosystems while staying in control. In doing so, they create the conditions for complexity to become an advantage, not a liability.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"ID":85597,"post_author":"30","post_date":"2026-01-26 17:13:55","post_date_gmt":"2026-01-26 17:13:55","post_content":"","post_title":"Jason De Perro","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jason-de-perro","to_ping":"","pinged":"","post_modified":"2026-05-04 23:42:31","post_modified_gmt":"2026-05-04 23:42:31","post_content_filtered":"","post_parent":0,"guid":"https://www.frog.co/?post_type=authors\u0026#038;p=85597","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Jason De Perro","bio":"\u003cp\u003eJason De Perro is a Human–AI Collaboration Director at frog and a World Economic Forum Fellow with the AI Governance Alliance. He is a researcher and designer of AI agent systems, focusing on adoption, governance, and trust at scale. With over 15 years of experience leading teams at Apple, Capital One, and frog, Jason helps organizations design human‑centered AI systems that integrate responsibly into real‑world workflows while preserving transparency, fairness, and human agency.\u003c/p\u003e\n","designation":"Director Human-AI Collaboration frog, NA","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":86618,"id":86618,"title":"Jason-De-Perro-author","filename":"Jason-De-Perro-author.jpg","filesize":100061,"url":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","link":"https://www.frog.co/authors/jason-de-perro/attachment/jason-de-perro-author/","alt":"","author":"30","description":"","caption":"","name":"jason-de-perro-author","status":"inherit","uploaded_to":85597,"date":"2026-04-15 17:58:21","modified":"2026-04-15 17:58:21","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":800,"height":801,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-300x300.jpg","medium-width":300,"medium-height":300,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-768x769.jpg","medium_large-width":640,"medium_large-height":641,"large":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","large-width":640,"large-height":641,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","1536x1536-width":800,"1536x1536-height":801,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","2048x2048-width":800,"2048x2048-height":801}}},"author_featured":""},"post_url_slug":"https://www.frog.co/authors/jason-de-perro/"}]},{"acf_fc_layout":"divider","full_width":true}],"if_related":{"image":{"ID":86610,"id":86610,"title":"WEFxAI_share_image","filename":"WEFxAI_share_image.png","filesize":539982,"url":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_share_image.png","link":"https://www.frog.co/designmind/rewriting-the-playbook-for-agentic-ai/attachment/wefxai_share_image/","alt":"","author":"30","description":"","caption":"","name":"wefxai_share_image","status":"inherit","uploaded_to":85595,"date":"2026-04-15 17:37:33","modified":"2026-04-15 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the Playbook for Agentic AI","description":"An exploration of why traditional automation playbooks fall short for agentic AI, and what it takes to adopt, govern, and scale it responsibly.","topicsTitle":"","topics":false,"author":"Article","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003eMany organizations rush to prototype with AI agents, experimenting with small tasks. But these experiments often stay stuck as disconnected demos, disjointed from real project flow, lacking the context, controls, and documentation needed to produce meaningful outcomes. The leap from prototype to production is a chasm, not a step. Crossing it doesn’t require bravery, it requires an adoption playbook that turns risk into repeatable practice.\u003c/p\u003e\n\u003cp\u003eThis is a subject we at frog recently explored in \u003ca href=\"https://www.weforum.org/publications/ai-agents-in-action-foundations-for-evaluation-and-governance/\" target=\"_blank\" rel=\"noopener\"\u003e‘AI Agents in Action: Foundations for Evaluation and Governance’\u003c/a\u003e, a joint white paper produced by the World Economic Forum in collaboration with Capgemini.\u003c/p\u003e\n\u003cp\u003eAI agents are being pitched as productivity accelerators. They can plan, decide, and act across systems without waiting for a human to supervise every step. With their ability to take action, use tools, and operate under uncertainty, AI agents are unlike any preceding innovation. They work at a pace and scale that breaks traditional oversight, so governance can’t be an afterthought.\u003c/p\u003e\n\u003cp\u003eThat’s why we advocate progressive governance: practical “speedbumps” embedded in workflows that include clear guardrails, verification points, escalation rules, and human approvals at the moments that matter. The goal is not to slow agents down. It’s to let them run safely inside organizational boundaries.\u003c/p\u003e\n\u003cp\u003eBusiness leaders want to lead AI agent adoption and gain a competitive advantage. But leaders cannot treat deployment like a race because agent failure modes can escalate fast: brand damage, financial loss, security exposure, and in some settings, physical impact. A new playbook is needed that is fundamentally different from traditional software rollout. It requires an operating model of progressive governance that is one part IT, one part risk, one part people leadership that continuously improves performance while keeping agents set with the minimum authority required to do the job.\u003c/p\u003e\n\u003cp\u003eReal transformation won’t come from clever agent demos. It comes from giving AI agents real context: an understanding of how work gets done, access to the right trusted data (and no more than necessary), and continuous feedback from human experts. Only then can agents move from tools to true collaborators embedded in the fabric of the organization.\u003c/p\u003e\n\u003cp\u003eMaking that shift requires a new mindset around governance: progressive, shared, and operational. This isn’t something a single team or function can “own.” Every role has a stake in how agents are designed, deployed, and held accountable. The real question isn’t “can we build agents?” It’s “are we ready to run them?”\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eWhy AI agents change the risk equation\u003c/h3\u003e\n\u003cp\u003eAI agents are not simply more capable chatbots. Using a combination of models, tools, memory, and systems access, AI agents can plan, decide, and act toward goals. But it is their ability to do all this with minimal supervision that makes them so unique.\u003c/p\u003e\n\u003cp\u003eIn \u003ca href=\"https://www.frog.co/designmind/next-gen-contact-centers-powered-by-ai\"\u003ecustomer support\u003c/a\u003e, an AI agent can autonomously resolve cases end‑to‑end. In marketing, an AI agent can turn data into hyper‑personalized content. In \u003ca href=\"https://www.frog.co/designmind/empowering-frontline-retail-workers-with-ai\"\u003ehospitality\u003c/a\u003e, an AI agent can summarize staffing gaps and predict seasonal booking based on data. In scientific research, an AI agent can deconstruct a question, search multiple sources, and synthesize recommendations without step‑by‑step guidance. And that autonomy is exactly what makes the stakes higher.\u003c/p\u003e\n\u003cp\u003e\u003cimg decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" style=\"margin-bottom: 15px;\" src=\"https://wp.frog.co/wp-content/uploads/2026/04/rewriting-the-playbook-for-agentic-Graphic-scaled.jpg\" width=\"640\" height=\"auto\" /\u003e\u003cbr /\u003e\nFigure 1: Software architecture of an AI agent\u003cbr /\u003e\n\u003cspan style=\"font-size: 14px;\"\u003eSource: \u003ca style=\"font-size: 14px;\" href=\"https://www.weforum.org/publications/ai-agents-in-action-foundations-for-evaluation-and-governance/\" target=\"_blank\" rel=\"noopener\"\u003eAI Agents in Action: Foundations for Evaluation and Governance | World Economic Forum\u003c/a\u003e\u003c/span\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003eThis shift from “model” to “agent” matters because it changes the risk profile. Agents can misuse tools, drift from intended goals, or interact unpredictably with other agents. They operate in environments that are often dynamic, incomplete, and uncertain.\u003cbr /\u003e\nThat’s the trade: agents move closer to real work, and real work is messy. You get speed and coverage, but also drift, edge‑cases, and compounding errors if oversight isn’t designed in. And yet, adoption is accelerating. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2024/05/Final-Web-Version-Report-Gen-AI-in-Organization-Refresh.pdf\" target=\"_blank\" rel=\"noopener\"\u003eMany organizations plan to integrate AI agents within the next one to three years\u003c/a\u003e. Most efforts today are still pilots which is precisely why now is the moment to set the rules before the rules are set by accidents.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe mistake leaders risk making\u003c/h3\u003e\n\u003cp\u003eThe most common failure mode is not technical; it is organizational. Many companies approach AI agents the way they approached previous automation: deploy quickly, restrict access, and assume governance can be solidified later. But agents are not static systems. They behave differently depending on context, autonomy, authority, and environment. Governance models designed for traditional software (e.g., focused on uptime and access control) are no longer sufficient.\u003c/p\u003e\n\u003cp\u003eA useful analogy is hiring. When a person joins an organization, they are not given full authority on day one. They are assigned a role, trained, observed, and gradually entrusted with more responsibility. Performance is evaluated continuously, not just at onboarding. AI agents deserve the same discipline: scope, training, evaluation, and progressive trust.\u003c/p\u003e\n"},{"acfFcLayout":"numbered_section_block","title":"A practical adoption framework (what leaders can do now)","description":"Successful integration of AI agents follows a simple but rigorous progression. While the underlying technology is complex, the leadership questions are not. The key foundations for AI agent evaluation and governance are (1) define the job, (2) evaluate in real work, (3) manage risk continuously, and (4) scale governance with impact. Let’s examine them in greater detail. ","numberedSections":[{"title":"Set guardrails before you hit deploy","content":"\u003cp\u003eBefore asking what an agent \u003cem\u003ecan\u003c/em\u003e do, leaders must decide what it \u003cem\u003eshould\u003c/em\u003e do. A practical starting point is to define the agent across a small set of dimensions:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eFunction\u003c/strong\u003e: What task does it perform?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eRole\u003c/strong\u003e: Is it narrowly specialized or broadly general?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAutonomy\u003c/strong\u003e: Can it act independently, or only on request?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAuthority\u003c/strong\u003e: What systems, data, or actions is it allowed to access?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003ePredictability\u003c/strong\u003e: Does it behave deterministically or probabilistically?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eOperational context\u003c/strong\u003e: Is the environment simple and stable, or complex and dynamic?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eThese choices are not inherent to the technology — they are leadership and design decisions. Two organizations can deploy the same agent in radically different ways, with very different risk profiles.\u003c/p\u003e\n\u003cp\u003eLeaders who skip this step often discover too late that an agent’s authority or autonomy exceeds what the organization is prepared to oversee. If you can’t explain an agent’s job and boundaries in one minute, it’s not ready for production.\u003c/p\u003e\n"},{"title":"Evaluate agents in workflows—not demos","content":"\u003cp\u003eAI agents cannot be evaluated the same way as static models. Traditional benchmarks measure accuracy on predefined tasks. Agents, by contrast, must be assessed as systems operating over time. Effective evaluation focuses on questions such as:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eReliability\u003c/strong\u003e: Does the agent reliably complete tasks end-to-end?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eRationality\u003c/strong\u003e: How does it behave when inputs are ambiguous or incomplete?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAdaptability\u003c/strong\u003e: Can it recover from errors or unexpected conditions?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eGovernance\u003c/strong\u003e: How often does it escalate to humans, and why?\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eTrust\u003c/strong\u003e: Do users trust its outputs enough to rely on them?\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eHere, metrics matter: task success rate, completion time, error types, tool‑call success, escalation frequency, and rollback rate. If you can’t measure it, you can’t manage it. Agents should be piloted in sandbox environments that mirror real workflows before being exposed to live systems.\u003c/p\u003e\n\u003cp\u003eEvaluation must continue beyond deployment. As data, tools, and workflows change, agent behavior changes too—so monitoring and re‑validation are non‑negotiable.\u003c/p\u003e\n"},{"title":"Treat risk as continuous work (not a gate)","content":"\u003cp\u003eRisk does not disappear once an agent passes testing. Organizations need a living risk process that links:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003eThe agent’s design choices (e.g., autonomy, authority, and context)\u003c/li\u003e\n\u003cli\u003eEvidence from evaluation and monitoring\u003c/li\u003e\n\u003cli\u003eClear thresholds for acceptable behavior\u003c/li\u003e\n\u003cli\u003eClear ownership: who is accountable when it fails\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eA highly autonomous agent operating in a complex environment requires stronger safeguards than a deterministic agent performing a narrow task. This is not about avoiding risk altogether, but about making it explicit, measurable, and manageable.\u003c/p\u003e\n\u003cp\u003eImportantly, risk assessment must include organizational and ecosystem risks (e.g., data exposure, regulatory compliance, and interactions with other agents), not just technical failure modes. If agents can act across systems, risk can cascade across systems.\u003c/p\u003e\n"},{"title":"Scale governance progressively with impact","content":"\u003cp\u003eOne of the most powerful insights for leaders is that governance should scale with impact. Low‑risk agents may require basic safeguards:\u003c/p\u003e\n\u003cul style=\"margin-top: 20px;\"\u003e\n\u003cli\u003e\u003cstrong\u003eLeast-privilege access\u003c/strong\u003e: The AI agent is only permitted to perform its assigned task.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eAudit logs\u003c/strong\u003e: Tamper-proof records of what, when, and how the AI agent acted.\u003c/li\u003e\n\u003cli\u003e\u003cstrong\u003eHuman-override mechanisms\u003c/strong\u003e: The crucial ability for human operators to pause, stop, and roll back AI agents.\u003c/li\u003e\n\u003c/ul\u003e\n\u003cp\u003eAs autonomy and authority increase, governance must evolve to include stronger verification, more frequent review, adaptive permissions, and explicit accountability.\u003c/p\u003e\n\u003cp\u003eHuman oversight remains central. In high‑impact settings, human‑in‑the‑loop means agents propose actions but do not execute without approval. In more stable contexts, human‑on‑the‑loop means agents act within boundaries while humans monitor and intervene when necessary.\u003c/p\u003e\n\u003cp\u003eThe goal is to increase speed safely: so users trust it, leaders can defend it, and regulators don’t become your operating model.\u003c/p\u003e\n"}]},{"acfFcLayout":"long_form_text_block","textContent":"\u003ch3\u003eFrom isolated agents to agentic ecosystems\u003c/h3\u003e\n\u003cp\u003eMuch of what has been discussed concerns the implementation of individual agents for specific purposes: customer service, finance, research, etc. For many organizations, that is where exploration stops. But the real gains emerge when you move from the singular to the plural: multi‑agent ecosystems that begin to connect work across the organization.\u003c/p\u003e\n\u003cp\u003eAs agents begin to collaborate, transact, and negotiate across teams, vendors, and organizations, new possibilities open up alongside new considerations. These systems must navigate shared goals, dependencies, and handoffs in environments where no single team has full visibility or control.\u003c/p\u003e\n\u003cp\u003eStandardizing interaction doesn’t guarantee safety, but it does create a foundation for scale. Without boundaries on authority, verification of intent, and human‑level governance, ecosystems can propagate errors as efficiently as they propagate value. With those elements in place, they can also unlock speed, resilience, and entirely new ways of working.\u003c/p\u003e\n\u003cp\u003eTreat agent‑to‑agent connections as an organizational interface, not just a technical integration, by putting explicit constraints, monitoring, and accountable ownership in place. Leaders who thoughtfully approach classification, evaluation, and governance are far better positioned to harness the opportunity of agentic ecosystems while staying in control. In doing so, they create the conditions for complexity to become an advantage, not a liability.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"slug":"jason-de-perro","authorName":"Jason De Perro","bio":"\u003cp\u003eJason De Perro is a Human–AI Collaboration Director at frog and a World Economic Forum Fellow with the AI Governance Alliance. He is a researcher and designer of AI agent systems, focusing on adoption, governance, and trust at scale. With over 15 years of experience leading teams at Apple, Capital One, and frog, Jason helps organizations design human‑centered AI systems that integrate responsibly into real‑world workflows while preserving transparency, fairness, and human agency.\u003c/p\u003e\n","designation":"Director Human-AI Collaboration frog, NA","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":86618,"title":"Jason-De-Perro-author","filename":"Jason-De-Perro-author.jpg","filesize":100061,"url":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","link":"https://www.frog.co/authors/jason-de-perro/attachment/jason-de-perro-author/","alt":"","author":"30","description":"","caption":"","name":"jason-de-perro-author","status":"inherit","uploadedTo":85597,"date":"2026-04-15 17:58:21","modified":"2026-04-15 17:58:21","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":800,"height":801,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-300x300.jpg","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author-768x769.jpg","mediumLargeWidth":640,"mediumLargeHeight":641,"large":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","largeWidth":640,"largeHeight":641,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","1536X1536Width":800,"1536X1536Height":801,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/01/Jason-De-Perro-author.jpg","2048X2048Width":800,"2048X2048Height":801}}}]},{"acfFcLayout":"divider","fullWidth":true}],"ifRelated":{"image":{"id":86610,"title":"WEFxAI_share_image","filename":"WEFxAI_share_image.png","filesize":539982,"url":"https://wp.frog.co/wp-content/uploads/2026/04/WEFxAI_share_image.png","link":"https://www.frog.co/designmind/rewriting-the-playbook-for-agentic-ai/attachment/wefxai_share_image/","alt":"","author":"30","description":"","caption":"","name":"wefxai_share_image","status":"inherit","uploadedTo":85595,"date":"2026-04-15 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14:58:07","modified":"2026-04-22 14:58:07","menu_order":0,"mime_type":"image/gif","type":"image","subtype":"gif","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-150x150.gif","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-300x115.gif","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-768x294.gif","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-1024x393.gif","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header.gif","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header.gif","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"The Consumerization of Care","description":"Shifting from an institutional system of care delivery to a more intuitive, human-centered consumer experience.","topics_title":"","topics":false,"author":"Article","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eTuesday: 7:47 AM\u003c/h3\u003e\n\u003cp\u003eMaya is making coffee. She adjusts her headband. But this is no mere hair accessory. Its transcranial electrical stimulation put an end to her premenstrual dysphoric disorder (PMDD) long ago. Stirring the cup, she barely remembers the debilitating pain, depressive mood swings. Her phone lights up. DoorDash is on its way: salmon, leafy greens, dark chocolate. Her health agent ordered these foods when it detected she\u0026#8217;d entered her luteal phase. Tonight\u0026#8217;s weights class has been swapped for yoga. Her calendar has been adjusted. Maya didn\u0026#8217;t need to lift a finger, only her cup.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eFacts of life\u003c/h3\u003e\n\u003cp\u003eThe previous scene is not speculative fiction set in 2035. This is the here and now. The headband is \u003ca href=\"https://www.samphireneuro.com/en-gb\" target=\"_blank\" rel=\"noopener\"\u003eSamphire Neuro’s\u003c/a\u003e Nettle, a CE-marked, drug-free, hormone-free, brain-based neurostimulation device revolutionizing women’s health. The health agent is \u003ca href=\"https://apps.apple.com/us/app/miora-ai-health-assistant/id6745145922\" target=\"_blank\" rel=\"noopener\"\u003emiora\u003c/a\u003e, an AI-powered assistant that connects to your wearables, auto-books workouts on ClassPass and runs your health life through chat-powered interface.\u003c/p\u003e\n\u003cp\u003eHealthcare is rapidly becoming a consumer brand, not a system people navigate. Patients are beginning to behave accordingly. They expect quality, speed, choice and \u003ca href=\"https://www.frog.co/work/designing-the-future-of-health-insurance\"\u003eseamless connected care\u003c/a\u003e delivery. If the experience falls short, they walk away. The organizations paying attention are already responding. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2024/05/CRI_Connected-Health_17062024_Final-File_Web.pdf\" target=\"_blank\" rel=\"noopener\"\u003eCapgemini research\u003c/a\u003e found that between 2021 and 2024, connected health portfolios grew across the board: monitoring and follow-up was the fastest growing focus (+127%), followed by diagnosis (+83%), direct treatment (+25%) and preventive care and wellness (+22%). Clinical outcomes will always matter. But the new benchmark is deeply consumerized.\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eAn emerging diagnosis: The changing landscape\u003c/h3\u003e\n\u003cp\u003eRefined roles and value chain in the healthcare ecosystem\u003c/p\u003e\n\u003cp\u003e\u003cimg decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-Graphic_1_2.jpg\" width=\"640\" height=\"auto\" /\u003e\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe line between consumer and clinical is blurring\u003c/h3\u003e\n\u003cp\u003eGoogle’s health-tracking wearable, Fitbit, launched in 2009 with a simple ambition: Get people moving. It worked, and then it quickly became a footnote in the evolution of HealthTech. But Google is not the only laggard. If you\u0026#8217;re still using Apple Health to track your steps, you\u0026#8217;re a few steps behind. The Whoop wristband reads motion and heart rate to distinguish \u003ca href=\"https://support.whoop.com/s/article/Automatic-and-Manual-Activity-Detection?language=en_US#:~:text=Frequently%20Asked%20Questions-,Activity%20Auto%2DDetection,with%20Coach%20about%20their%20workout.\" target=\"_blank\" rel=\"noopener\"\u003ebetween over 60 activities\u003c/a\u003e, whether it’s paddling, rock climbing, or open-water swimming. Moreover, tells you exactly how hard you should push your body the next day.\u003c/p\u003e\n\u003cp\u003eOura is another example of pioneering tech. Across\u003ca href=\"https://thehealthcaretechnologyreport.com/oura-surpasses-5-5m-oura-rings-sold-projects-1b-revenue-in-2025/\" target=\"_blank\" rel=\"noopener\"\u003e 5.5 million users\u003c/a\u003e, the life-saving stories just keep coming. Whether it\u0026#8217;s \u003ca href=\"https://abcnews.com/GMA/Wellness/nurse-practitioner-oura-ring-helped-save-life/story?id=119641428\" target=\"_blank\" rel=\"noopener\"\u003eHodgkin lymphoma\u003c/a\u003e caught early, or a life-threatening \u003ca href=\"https://ouraring.com/blog/oura-health-member-stories/?srsltid=AfmBOopl9i5bqs1O7Lf3JrSSSQVLXeCX-p-oRJdoXfREYIz3QPCTbfue\" target=\"_blank\" rel=\"noopener\"\u003eheart condition\u003c/a\u003e flagged in time for emergency surgery. Last year, Oura hired its first-ever \u003ca href=\"https://ouraring.com/blog/ricky-bloomfield-chief-medical-officer/?srsltid=AfmBOorlcMVrKYUSIEtlyCu7ppNsGww_q35_3huCyhXT5eiq7d7-C9sv\" target=\"_blank\" rel=\"noopener\"\u003eChief Medical Officer, Ricky Bloomfield\u003c/a\u003e, with an explicit mandate to build a clinical team. More recently, Oura CEO, Tom Hale called for \u003ca href=\"https://www.wsj.com/opinion/with-less-regulation-your-oura-ring-could-do-more-af90a76d\" target=\"_blank\" rel=\"noopener\"\u003eregulatory reform\u003c/a\u003e, warning that innovative manufacturers face an impossible choice: Tailor features to the wellness category and sacrifice functionality, or accept slower product development and market entry. The FDA updated its guidance weeks later, beginning to recognize population-level consumer data as clinical evidence, at a scale no conventional trial can match. Oura has already been reimbursed across multiple lines of business. With a clinical vision now steering the company, it will only expand further.\u003c/p\u003e\n\u003cp\u003eNone of these companies started out with medical devices, but they are all now building clinical moats. The FDA is already listening. Institutional payers are the next enabler, and when the product gets reimbursed, the addressable population will grow not incrementally but exponentially.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe testing revolution is underway\u003c/h3\u003e\n\u003cp\u003eToday, we either rely on annual check-ups (limited in scope, time-consuming, context-poor) or wait until something goes wrong. Beyond those moments, we\u0026#8217;ve had almost no visibility into what\u0026#8217;s actually happening inside our bodies. We fly blind year after year and call it healthcare. That \u003ca href=\"https://www.frog.co/designmind/amplifying-clinical-care-with-ai\"\u003emodel is being dismantled\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eCompanies like Function Health and Superpower are building comprehensive, integrated, personalized and increasingly accessible testing ecosystems. \u003ca href=\"https://www.functionhealth.com/faqs/why-are-traditional-lab-tests-so-expensive\" target=\"_blank\" rel=\"noopener\"\u003eFunction Health\u003c/a\u003e offers over 160 lab tests annually. It charges $365 per year for a panel that would cost over $15,000 through traditional channels. That’s one dollar per day for a better look at your biology than most people get in a lifetime of GP appointments. In 2025, they launched their Medical Intelligence Lab, which is designed to unify labs, imaging, wearables and medical records data into a continuous learning model of your health. More recently, they released a ChatGPT plug-in that lets members conversationally interrogate their own lab results. \u003ca href=\"https://superpower.com/?srsltid=AfmBOorWP2YurUWwJ0Z2oP-rVo8H-Gu56cQvhkJQgFlg5_Xltq--L1hU\" target=\"_blank\" rel=\"noopener\"\u003eSuperpower\u003c/a\u003e launched in stealth mode in 2023, charging clients $499 per year, with over 100 biomarkers and \u003ca href=\"https://strategybreakdowns.com/p/superpower-waitlist\" target=\"_blank\" rel=\"noopener\"\u003e150,000 people on the waitlist\u003c/a\u003e. They\u0026#8217;ve since slashed their opening fee to $199. Today, they are building a personalization layer that tailors testing profiles to age, health risks, and personal goals.\u003c/p\u003e\n\u003cp\u003eWith such innovation and improving economics, we may be closer than we think to a world in which you walk into your local Walmart to get a full body scan for a fraction of the current price. It sounds like science fiction, but the trajectory is clear.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003ePrevention finally has its moment\u003c/h3\u003e\n\u003cp\u003eFor years, prevention was seen as a wellness play: IV drips, infrared saunas, adaptogens with elegant packaging and aspirational price tags. That is changing. Prevention is being reframed not as a lifestyle choice but as a clinical and commercial imperative with a real business case.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://pubmed.ncbi.nlm.nih.gov/25551859/#:~:text=The%20national%20health%20care%20agenda,those%20complex%20episodes%20of%20care.\" target=\"_blank\" rel=\"noopener\"\u003e80/20 rule\u003c/a\u003e is well established. It highlights how the top 20% of patients generate roughly 80% of healthcare costs, largely driven by late-stage chronic conditions. But what if the 20% could be identified and helped earlier? What happens to the traditional healthcare model when we stop treating sickness and start prioritizing a healthy lifestyle?\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"http://healthy.io/\" target=\"_blank\" rel=\"noopener\"\u003eHealthy.io\u0026#8217;s\u003c/a\u003e approach is simple: The most powerful clinical device you already own is your smartphone camera. The company’s flagship product, Minuteful Kidney, enables patients to test for chronic kidney disease (CKD) at home. The traditional urine dipstick is teamed with a phone camera and computer vision to read the results with lab-level accuracy. Results go directly to the clinician. Around \u003ca href=\"https://blog.healthy.io/wp-content/uploads/2022/10/TKF-Healthy.io-Case-Study.pdf\" target=\"_blank\" rel=\"noopener\"\u003e80% of high-risk patients\u003c/a\u003e who qualify for annual CKD testing never complete it. Minuteful Kidney pushed adherence to \u003ca href=\"https://blog.healthy.io/company-news/minuteful-kidney-receives-fda-clearance/#:~:text=%22Millions%20of%20Americans%20are%20living,potentially%20life%2Dsaving%20information.%22\u0026amp;text=We've%20already%20seen%20the,many%20milestones%20yet%20to%20come.\" target=\"_blank\" rel=\"noopener\"\u003e50% in previously untested\u003c/a\u003e populations. They \u003ca href=\"https://www.managedhealthcareexecutive.com/view/at-home-test-for-kidney-disease-gains-fda-clearance#:~:text=Healthy.io%20said%2055%25%20of,year%20to%20treat%20Medicare%20patients.\" target=\"_blank\" rel=\"noopener\"\u003ecalculate their service\u003c/a\u003e could eliminate 19.8 million hours of dialysis among the 1.4 million people with diabetes in the UK who currently go untested, making a saving of nearly £700 million.\u003c/p\u003e\n\u003cp\u003eWhen the cost of prevention drops below the cost of a single late-stage intervention, the business model writes itself.\u003c/p\u003e\n"},{"acf_fc_layout":"large_blockquote_block","quote":"\"Healthcare is being reshaped from the outside in by patients who now trust platforms, peers and data as much as any clinical gatekeeper.\"","author":"Veronika Ji, Strategy Director, frog, part of Capgemini Invent"},{"acf_fc_layout":"winners","eyebrow":"","title":"","body":"","caption":"","cta":{"text":"","url":"","type":"internal","extra_class_names":""},"winners":[{"title":"","media":{"ID":86758,"id":86758,"title":"the-consumerization-of-care-Cover","filename":"the-consumerization-of-care-Cover.jpg","filesize":585461,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-cover/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-cover","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:18","modified":"2026-04-27 16:12:18","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Cover.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"From products to ecosystems","media":{"ID":86765,"id":86765,"title":"the-consumerization-of-care-Slide_1","filename":"the-consumerization-of-care-Slide_1.jpg","filesize":1749811,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_1/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_1","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:21","modified":"2026-04-27 16:12:21","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_1.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"New channels built on Al","media":{"ID":86772,"id":86772,"title":"the-consumerization-of-care-Slide_2","filename":"the-consumerization-of-care-Slide_2.jpg","filesize":1704444,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_2/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_2","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:25","modified":"2026-04-27 16:12:25","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_2.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"Hardware is your moat","media":{"ID":86779,"id":86779,"title":"the-consumerization-of-care-Slide_3","filename":"the-consumerization-of-care-Slide_3.jpg","filesize":1776245,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_3/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_3","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:28","modified":"2026-04-27 16:12:28","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"Specialization concentrates value","media":{"ID":86786,"id":86786,"title":"the-consumerization-of-care-Slide_4","filename":"the-consumerization-of-care-Slide_4.jpg","filesize":1837022,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_4/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_4","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:32","modified":"2026-04-27 16:12:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"Al-mediated care","media":{"ID":86793,"id":86793,"title":"the-consumerization-of-care-Slide_5","filename":"the-consumerization-of-care-Slide_5.jpg","filesize":1702281,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_5/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_5","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:36","modified":"2026-04-27 16:12:36","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""},{"title":"Payment model evolution","media":{"ID":86800,"id":86800,"title":"the-consumerization-of-care-Slide_6","filename":"the-consumerization-of-care-Slide_6.jpg","filesize":1652912,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_6/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_6","status":"inherit","uploaded_to":86528,"date":"2026-04-27 16:12:40","modified":"2026-04-27 16:12:40","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-300x169.jpg","medium-width":300,"medium-height":169,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-768x432.jpg","medium_large-width":640,"medium_large-height":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-1024x576.jpg","large-width":640,"large-height":360,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-1536x864.jpg","1536x1536-width":1536,"1536x1536-height":864,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6.jpg","2048x2048-width":1920,"2048x2048-height":1080}},"media_preview":false,"inner_html":""}]},{"acf_fc_layout":"numbered_section_block","title":"How to respond, and where to start","description":"We see six shifts guiding traditional players (MedTech, pharma and health systems operators) on how to respond to avoid being left behind. ","numbered_sections":[{"title":"From products to ecosystems","content":"\u003cp\u003ePoint-in-time interventions are losing to deeply personalized ecosystems. Moreover, the treat-and-discharge model is becoming structurally inadequate for chronic conditions. What patients need is a persistent, “living” layer: continuous, personalized and integrated into daily life. The companies getting this right aren\u0026#8217;t building better products; they\u0026#8217;re building infrastructure that underlies a patient\u0026#8217;s life and compounds over time.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The future of care isn’t just a better product or a treatment; it’s the service layer or the infrastructure that wraps around the patient\u0026#8217;s life, connects the dots and compounds over time.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eChiara Diana VP, Chief Design Officer, frog, part of Capgemini Invent\u003cbr /\u003e\nGLP-1s were the \u003ca href=\"https://www.theguardian.com/science/2026/feb/15/weight-loss-race-injections-pills-big-pharma\" target=\"_blank\" rel=\"noopener\"\u003efastest drug launch\u003c/a\u003e in history. Primarily pitched as weight management treatment, we’re beginning to see their effects on patients. Research suggest that \u003ca href=\"https://news.northwestern.edu/stories/2024/11/why-do-50-75-of-people-stop-taking-glp-1-drugs-within-a-year#:~:text=The%20use%20of%20diabetes%20and,help%20patients%20continue%20their%20therapy.\" target=\"_blank\" rel=\"noopener\"\u003e50-75%\u003c/a\u003e stop using GPL-1s within a year, often undernourished, metabolically unprepared and without a plan. GLP-1s didn\u0026#8217;t solve obesity, but they did open a window. The same logic applies across chronic conditions. Every treatment needs a wrapper: during administration to ease intervention while supporting adherence, nutrition, emotional and lifestyle changes; and after the course, to integrate back into daily life, sustain outcomes and prevent regression. That persistent, living layer is where the real opportunity lives. Here, \u003ca href=\"https://alnuhealth.com/\" target=\"_blank\" rel=\"noopener\"\u003eAlnu Health\u003c/a\u003e is a shining example of what can be achieved by building a Health OS.\u003c/p\u003e\n"},{"title":"New channels built on AI and social trust","content":"\u003cp\u003eThe traditional playbook was largely driven by healthcare professionals (HCPs): clinical reps, hospital adoption, medical journals and Google search. That assumption is breaking down on three fronts simultaneously.\u003c/p\u003e\n\u003cp\u003eThe gatekeepers to the internet are changing. Conversational AI is replacing Google as the front door to health decisions, in many cases bypassing the clinical rep entirely. \u003ca href=\"https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents#:~:text=Tech%20Marketing%20Tactics%20to%20be,success%20in%20organic%20search%20results.\" target=\"_blank\" rel=\"noopener\"\u003eGartner\u003c/a\u003e predicted a 25% drop in Google search volume by 2026. It was proven correct within healthcare, where the shift has already occurred. People are so deeply invested in their health, with LLMs now meeting that obsession perfectly. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2026/03/Research-brief_From-hype-to-habit.pdf\" target=\"_blank\" rel=\"noopener\"\u003eCapgemini research\u003c/a\u003e indicates that 51% of the baby boomer generation and 50% of Gen X now use AI for medical advice, which has in turn led to a 44% decrease in engagement with traditional healthcare services. A patient can spend eight hours interrogating their results with an AI companion, while clinician spend only ten minutes examining the data.\u003c/p\u003e\n\u003cp\u003eThese tools are always on, deeply contextual and building trust fast. They are not just discovery platforms; they are becoming the point of purchase. The implication is clear: Search Engine Optimization (SEO) is no longer enough. Generative Engine Optimization (GEO) is the new frontier, urging organizations to stay relevant inside the conversations happening in Claude, ChatGPT, Perplexity and other models.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The front door to healthcare is no longer a clinic; it’s a chatbot, or a Reddit thread, or a TikTok at midnight.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eLaura Valiukeviciute, Strategy Lead, frog, part of Capgemini Invent\u003cbr /\u003e\nIn addition to changing requirements for relevance, influence has become decentralized. Trust has migrated from institutions to lived experience. Reddit threads, TikTok and Instagram testimonials now shape purchase intent, treatment decisions and brand perception in ways clinical endorsement alone cannot. Younger generations never adopted the old channels to begin with. Superpower built its 150,000-person waitlist almost entirely through creator-led social, not paid search or HCP referral. That\u0026#8217;s a distribution playbook borrowed from consumer brands. When applied to healthcare, it works.\u003c/p\u003e\n\u003cp\u003eLocation is also once again becoming a strategic variable. As consumers gain more choice and are less bound by navigating the system, convenience becomes a key consideration. Where you exist in the real world matters as much as where you rank online. The winning formula is one that combines the digital and physical. You need the right online presence pulling people in, coupled with a physical location strategy: Own the right spaces, insertion points, and partnerships.\u003c/p\u003e\n"},{"title":"Hardware is your moat, but integrated services differentiate","content":"\u003cp\u003eFor decades, MedTech\u0026#8217;s defensibility came from hardware: the device, the process, the distribution contract. That hasn’t gone away. If anything, when anyone can ship an app overnight, the durable physical IP becomes an even more strategic position. But don\u0026#8217;t mistake that for safety. The benchmark has fundamentally shifted.\u003c/p\u003e\n\u003cp\u003eDesign is now a clinical variable. Continuous Glucose Monitoring (CGM) was the proof-of-concept: clinical-grade technology, worn invisibly, always on, woven into daily life. That is the new standard, not a one-off. The strongest players no longer separate form, function and service; they design hardware, software and end-to-end support as a holistic care experience. This is where durable moats are now built, and where most incumbent players are still dangerously behind.\u003c/p\u003e\n"},{"title":"Specialization is where value concentrates","content":"\u003cp\u003eThe consumerization of health will touch primary care, but specialty care is where it\u0026#8217;s truly disruptive. This is because specialty is where patients feel the most pain, the most limited knowledge, and the longest wait times. Here, they encounter sequences of referrals and tests that feel designed to make you confused and frustrate you into leaving untreated. The lack of continuity, personalization and solutions may work for the few, but they fail the many.\u003c/p\u003e\n\u003cp\u003eInnovative disruptors use solving hard, targeted problems as their insertion point. Specialization creates defensibility: disease-specific evidence, payer relationships and community trust that no generalist platform can replicate. The deeper you go, the harder you are to displace. \u003ca href=\"https://www.empowersleep.com/\" target=\"_blank\" rel=\"noopener\"\u003eEmpower Sleep\u003c/a\u003e is a great example. Sleep disorders affect \u003ca href=\"https://www.nhlbi.nih.gov/science/sleep-science-and-sleep-disorders\" target=\"_blank\" rel=\"noopener\"\u003e50-70 million Americans\u003c/a\u003e. Worldwide, \u003ca href=\"https://pmc.ncbi.nlm.nih.gov/articles/PMC10926017/#:~:text=Epidemiology%20of%20Sleep%20Disorders\u0026amp;text=Worldwide%2C%20between%2030%25%20and%2035,monitoring%2C%20and%20effective%20preventive%20strategies.\" target=\"_blank\" rel=\"noopener\"\u003e30-35%\u003c/a\u003e of people have symptoms of insomnia. From blunt medications and wearables that confirm what you already suspect, to an absence of personalization and adaptive care–the system is clearly broken. Empower Sleep ships an FDA-cleared home-sleep-testing kit, pairs patients with a clinical team and builds a dynamic protocol that evolves with the data. The CEO claims the company’s outcomes are two times better when benchmarked with standard care—but more on this later.\u003c/p\u003e\n\u003cp\u003eFor established players, the warning is clear: Emerging competitors aren\u0026#8217;t necessarily attacking your core, but they are occupying the specialist ignored gaps. The same move is available to you, and with it comes unmatched scale and clinical credibility.\u003c/p\u003e\n"},{"title":"From isolated AI use cases to AI-mediated care orchestration","content":"\u003cp\u003eThe real bottleneck in healthcare was never data collection. Rather, it was always the messy middle: fragmentation, interpretation and execution. It’s all about turning signals into decisions, connecting devices, records and data sources that have never spoken to each other, all while acting at speed without a human initiating every step. Generative and agentic AI now make this possible. But the companies extracting real value aren\u0026#8217;t adding AI to existing workflows; rather they are dismantling those workflows and rebuilding from scratch: patient journeys, clinical touchpoints and internal operations.\u003c/p\u003e\n\u003cp\u003eMatteo Franceschetti, CEO of Eight Sleep, attended the 2026 Stanford Consumer Health Conference and shared what this looks like in practice. He told the audience that the company went from zero to 15 AI employees in a matter of weeks, with a short-term projection of 30 to 50. Tasks generating ~$15M of value have been compressed from 30 days to five. Two-hour activities now take minutes. The talent and output multiplier is unprecedented. If you already have 10 engineers, but AI unlocks another 10 people from other disciplines to ship code, and then each gets 10 agents of their own, you effectively scale from 10 to 200 people with one hundred and eighty of them working around the clock. Externally, the product is improving at a pace that was once impossible. The company has a long-term vision to provide every patient with a personal AI agent that can manage their health across devices, wearables and data sources through a single conversational interface.\u003c/p\u003e\n\u003cp\u003eThe question for established players isn\u0026#8217;t whether to integrate AI; it\u0026#8217;s whether you\u0026#8217;re willing to redesign the whole system around it, or just the edges. The gap between those two answers will define the next decade.\u003c/p\u003e\n"},{"title":"Payment model evolution","content":"\u003cp\u003eThe traditional reimbursement playbook is no longer sufficient. Two forces are colliding. Patients are paying out of pocket for things the system won\u0026#8217;t cover: comprehensive testing, preventive devices, GLP-1s, creating a direct-to-consumer payment dynamic for which legacy players never had to design. Simultaneously, consumer health companies, often with subscription-native models, are pushing toward reimbursement. Oura is already reimbursable in the US through several accounts: FSA, HSA, and HRA accounts. Apple Watch was offered free to Aetna members who hit activity targets.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The reimbursement-led model is being replaced by a consumer-first mindset. And consumers are unforgiving—they expect value, speed and convenience, and they walk away when they don\u0026#8217;t get it.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eMalina Keutel, Program Director, frog, part of Capgemini Invent\u003cbr /\u003e\nFor established players, standalone devices are losing relevance. The shift is toward subscription ecosystems, where hardware is the gateway, not the product; where retention, not acquisition, is the commercial engine. That requires a fundamentally different offer architecture that considers what sits in the base product, what sits behind a paywall, what gets bundled with services and what drives long-term engagement. The questions aren\u0026#8217;t just commercial; they\u0026#8217;re strategic. Which features command a premium? What is the patient actually willing to pay for continuously, not just once? How do you design for loyalty in a category where switching costs have historically been low?\u003c/p\u003e\n\u003cp\u003eThe companies winning on payment solutions aren\u0026#8217;t optimizing their reimbursement strategy; they\u0026#8217;re rebuilding the commercial model from scratch.\u003c/p\u003e\n"}]},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eThe time is now\u003c/h3\u003e\n\u003cp\u003eWelcome to the consumerization of care. Here, we are witness to a fundamental rewiring of who healthcare is built for and who gets to benefit from it. The companies leading this shift didn’t ask for permission. Already inside the system, they started building from the patient out, accumulating everything required to compound: data, trust and relationships at scale.\u003c/p\u003e\n\u003cp\u003eThe tools to deliver better, earlier, more continuous care are here. Moreover, the \u003ca href=\"https://www.frog.co/work/connecting-healthcare-professionals\"\u003ebarriers to access are dissolving\u003c/a\u003e. For HCPs and patients alike, ubiquitous access to care has long been the unconquerable white whale. But now, with the advent of AI, it might really be within reach for everyone.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"ID":13210,"post_author":"30","post_date":"2020-07-08 20:10:34","post_date_gmt":"2020-07-08 20:10:34","post_content":"","post_title":"Chiara Diana","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"chiara-diana","to_ping":"","pinged":"","post_modified":"2026-04-14 18:01:30","post_modified_gmt":"2026-04-14 18:01:30","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=13210","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Chiara Diana","bio":"\u003cp\u003eGlobal design and innovation leader, Chiara brings over 20 years of experience shaping futureproof products and services for multinational organizations, with a sustained focus on healthcare since joining frog in 2010. 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14:58:07","modified":"2026-04-22 14:58:07","menuOrder":0,"mimeType":"image/gif","type":"image","subtype":"gif","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-150x150.gif","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-300x115.gif","mediumWidth":300,"mediumHeight":115,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-768x294.gif","mediumLargeWidth":640,"mediumLargeHeight":245,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-1024x393.gif","largeWidth":640,"largeHeight":246,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header.gif","1536X1536Width":1440,"1536X1536Height":552,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header.gif","2048X2048Width":1440,"2048X2048Height":552}},"videoFile":false,"title":"The Consumerization of Care","description":"Shifting from an institutional system of care delivery to a more intuitive, human-centered consumer experience.","topicsTitle":"","topics":false,"author":"Article","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"long_form_text_block","textContent":"\u003ch3\u003eTuesday: 7:47 AM\u003c/h3\u003e\n\u003cp\u003eMaya is making coffee. She adjusts her headband. But this is no mere hair accessory. Its transcranial electrical stimulation put an end to her premenstrual dysphoric disorder (PMDD) long ago. Stirring the cup, she barely remembers the debilitating pain, depressive mood swings. Her phone lights up. DoorDash is on its way: salmon, leafy greens, dark chocolate. Her health agent ordered these foods when it detected she\u0026#8217;d entered her luteal phase. Tonight\u0026#8217;s weights class has been swapped for yoga. Her calendar has been adjusted. Maya didn\u0026#8217;t need to lift a finger, only her cup.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eFacts of life\u003c/h3\u003e\n\u003cp\u003eThe previous scene is not speculative fiction set in 2035. This is the here and now. The headband is \u003ca href=\"https://www.samphireneuro.com/en-gb\" target=\"_blank\" rel=\"noopener\"\u003eSamphire Neuro’s\u003c/a\u003e Nettle, a CE-marked, drug-free, hormone-free, brain-based neurostimulation device revolutionizing women’s health. The health agent is \u003ca href=\"https://apps.apple.com/us/app/miora-ai-health-assistant/id6745145922\" target=\"_blank\" rel=\"noopener\"\u003emiora\u003c/a\u003e, an AI-powered assistant that connects to your wearables, auto-books workouts on ClassPass and runs your health life through chat-powered interface.\u003c/p\u003e\n\u003cp\u003eHealthcare is rapidly becoming a consumer brand, not a system people navigate. Patients are beginning to behave accordingly. They expect quality, speed, choice and \u003ca href=\"https://www.frog.co/work/designing-the-future-of-health-insurance\"\u003eseamless connected care\u003c/a\u003e delivery. If the experience falls short, they walk away. The organizations paying attention are already responding. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2024/05/CRI_Connected-Health_17062024_Final-File_Web.pdf\" target=\"_blank\" rel=\"noopener\"\u003eCapgemini research\u003c/a\u003e found that between 2021 and 2024, connected health portfolios grew across the board: monitoring and follow-up was the fastest growing focus (+127%), followed by diagnosis (+83%), direct treatment (+25%) and preventive care and wellness (+22%). Clinical outcomes will always matter. But the new benchmark is deeply consumerized.\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003ch3\u003eAn emerging diagnosis: The changing landscape\u003c/h3\u003e\n\u003cp\u003eRefined roles and value chain in the healthcare ecosystem\u003c/p\u003e\n\u003cp\u003e\u003cimg decoding=\"async\" loading=\"lazy\" class=\"aligncenter\" src=\"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-header-Graphic_1_2.jpg\" width=\"640\" height=\"auto\" /\u003e\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe line between consumer and clinical is blurring\u003c/h3\u003e\n\u003cp\u003eGoogle’s health-tracking wearable, Fitbit, launched in 2009 with a simple ambition: Get people moving. It worked, and then it quickly became a footnote in the evolution of HealthTech. But Google is not the only laggard. If you\u0026#8217;re still using Apple Health to track your steps, you\u0026#8217;re a few steps behind. The Whoop wristband reads motion and heart rate to distinguish \u003ca href=\"https://support.whoop.com/s/article/Automatic-and-Manual-Activity-Detection?language=en_US#:~:text=Frequently%20Asked%20Questions-,Activity%20Auto%2DDetection,with%20Coach%20about%20their%20workout.\" target=\"_blank\" rel=\"noopener\"\u003ebetween over 60 activities\u003c/a\u003e, whether it’s paddling, rock climbing, or open-water swimming. Moreover, tells you exactly how hard you should push your body the next day.\u003c/p\u003e\n\u003cp\u003eOura is another example of pioneering tech. Across\u003ca href=\"https://thehealthcaretechnologyreport.com/oura-surpasses-5-5m-oura-rings-sold-projects-1b-revenue-in-2025/\" target=\"_blank\" rel=\"noopener\"\u003e 5.5 million users\u003c/a\u003e, the life-saving stories just keep coming. Whether it\u0026#8217;s \u003ca href=\"https://abcnews.com/GMA/Wellness/nurse-practitioner-oura-ring-helped-save-life/story?id=119641428\" target=\"_blank\" rel=\"noopener\"\u003eHodgkin lymphoma\u003c/a\u003e caught early, or a life-threatening \u003ca href=\"https://ouraring.com/blog/oura-health-member-stories/?srsltid=AfmBOopl9i5bqs1O7Lf3JrSSSQVLXeCX-p-oRJdoXfREYIz3QPCTbfue\" target=\"_blank\" rel=\"noopener\"\u003eheart condition\u003c/a\u003e flagged in time for emergency surgery. Last year, Oura hired its first-ever \u003ca href=\"https://ouraring.com/blog/ricky-bloomfield-chief-medical-officer/?srsltid=AfmBOorlcMVrKYUSIEtlyCu7ppNsGww_q35_3huCyhXT5eiq7d7-C9sv\" target=\"_blank\" rel=\"noopener\"\u003eChief Medical Officer, Ricky Bloomfield\u003c/a\u003e, with an explicit mandate to build a clinical team. More recently, Oura CEO, Tom Hale called for \u003ca href=\"https://www.wsj.com/opinion/with-less-regulation-your-oura-ring-could-do-more-af90a76d\" target=\"_blank\" rel=\"noopener\"\u003eregulatory reform\u003c/a\u003e, warning that innovative manufacturers face an impossible choice: Tailor features to the wellness category and sacrifice functionality, or accept slower product development and market entry. The FDA updated its guidance weeks later, beginning to recognize population-level consumer data as clinical evidence, at a scale no conventional trial can match. Oura has already been reimbursed across multiple lines of business. With a clinical vision now steering the company, it will only expand further.\u003c/p\u003e\n\u003cp\u003eNone of these companies started out with medical devices, but they are all now building clinical moats. The FDA is already listening. Institutional payers are the next enabler, and when the product gets reimbursed, the addressable population will grow not incrementally but exponentially.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eThe testing revolution is underway\u003c/h3\u003e\n\u003cp\u003eToday, we either rely on annual check-ups (limited in scope, time-consuming, context-poor) or wait until something goes wrong. Beyond those moments, we\u0026#8217;ve had almost no visibility into what\u0026#8217;s actually happening inside our bodies. We fly blind year after year and call it healthcare. That \u003ca href=\"https://www.frog.co/designmind/amplifying-clinical-care-with-ai\"\u003emodel is being dismantled\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003eCompanies like Function Health and Superpower are building comprehensive, integrated, personalized and increasingly accessible testing ecosystems. \u003ca href=\"https://www.functionhealth.com/faqs/why-are-traditional-lab-tests-so-expensive\" target=\"_blank\" rel=\"noopener\"\u003eFunction Health\u003c/a\u003e offers over 160 lab tests annually. It charges $365 per year for a panel that would cost over $15,000 through traditional channels. That’s one dollar per day for a better look at your biology than most people get in a lifetime of GP appointments. In 2025, they launched their Medical Intelligence Lab, which is designed to unify labs, imaging, wearables and medical records data into a continuous learning model of your health. More recently, they released a ChatGPT plug-in that lets members conversationally interrogate their own lab results. \u003ca href=\"https://superpower.com/?srsltid=AfmBOorWP2YurUWwJ0Z2oP-rVo8H-Gu56cQvhkJQgFlg5_Xltq--L1hU\" target=\"_blank\" rel=\"noopener\"\u003eSuperpower\u003c/a\u003e launched in stealth mode in 2023, charging clients $499 per year, with over 100 biomarkers and \u003ca href=\"https://strategybreakdowns.com/p/superpower-waitlist\" target=\"_blank\" rel=\"noopener\"\u003e150,000 people on the waitlist\u003c/a\u003e. They\u0026#8217;ve since slashed their opening fee to $199. Today, they are building a personalization layer that tailors testing profiles to age, health risks, and personal goals.\u003c/p\u003e\n\u003cp\u003eWith such innovation and improving economics, we may be closer than we think to a world in which you walk into your local Walmart to get a full body scan for a fraction of the current price. It sounds like science fiction, but the trajectory is clear.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003ePrevention finally has its moment\u003c/h3\u003e\n\u003cp\u003eFor years, prevention was seen as a wellness play: IV drips, infrared saunas, adaptogens with elegant packaging and aspirational price tags. That is changing. Prevention is being reframed not as a lifestyle choice but as a clinical and commercial imperative with a real business case.\u003c/p\u003e\n\u003cp\u003eThe \u003ca href=\"https://pubmed.ncbi.nlm.nih.gov/25551859/#:~:text=The%20national%20health%20care%20agenda,those%20complex%20episodes%20of%20care.\" target=\"_blank\" rel=\"noopener\"\u003e80/20 rule\u003c/a\u003e is well established. It highlights how the top 20% of patients generate roughly 80% of healthcare costs, largely driven by late-stage chronic conditions. But what if the 20% could be identified and helped earlier? What happens to the traditional healthcare model when we stop treating sickness and start prioritizing a healthy lifestyle?\u003c/p\u003e\n\u003cp\u003e\u003ca href=\"http://healthy.io/\" target=\"_blank\" rel=\"noopener\"\u003eHealthy.io\u0026#8217;s\u003c/a\u003e approach is simple: The most powerful clinical device you already own is your smartphone camera. The company’s flagship product, Minuteful Kidney, enables patients to test for chronic kidney disease (CKD) at home. The traditional urine dipstick is teamed with a phone camera and computer vision to read the results with lab-level accuracy. Results go directly to the clinician. Around \u003ca href=\"https://blog.healthy.io/wp-content/uploads/2022/10/TKF-Healthy.io-Case-Study.pdf\" target=\"_blank\" rel=\"noopener\"\u003e80% of high-risk patients\u003c/a\u003e who qualify for annual CKD testing never complete it. Minuteful Kidney pushed adherence to \u003ca href=\"https://blog.healthy.io/company-news/minuteful-kidney-receives-fda-clearance/#:~:text=%22Millions%20of%20Americans%20are%20living,potentially%20life%2Dsaving%20information.%22\u0026amp;text=We've%20already%20seen%20the,many%20milestones%20yet%20to%20come.\" target=\"_blank\" rel=\"noopener\"\u003e50% in previously untested\u003c/a\u003e populations. They \u003ca href=\"https://www.managedhealthcareexecutive.com/view/at-home-test-for-kidney-disease-gains-fda-clearance#:~:text=Healthy.io%20said%2055%25%20of,year%20to%20treat%20Medicare%20patients.\" target=\"_blank\" rel=\"noopener\"\u003ecalculate their service\u003c/a\u003e could eliminate 19.8 million hours of dialysis among the 1.4 million people with diabetes in the UK who currently go untested, making a saving of nearly £700 million.\u003c/p\u003e\n\u003cp\u003eWhen the cost of prevention drops below the cost of a single late-stage intervention, the business model writes itself.\u003c/p\u003e\n"},{"acfFcLayout":"large_blockquote_block","quote":"\"Healthcare is being reshaped from the outside in by patients who now trust platforms, peers and data as much as any clinical gatekeeper.\"","author":"Veronika Ji, Strategy Director, frog, part of Capgemini 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is your moat","media":{"id":86779,"title":"the-consumerization-of-care-Slide_3","filename":"the-consumerization-of-care-Slide_3.jpg","filesize":1776245,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_3/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_3","status":"inherit","uploadedTo":86528,"date":"2026-04-27 16:12:28","modified":"2026-04-27 16:12:28","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-300x169.jpg","mediumWidth":300,"mediumHeight":169,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-768x432.jpg","mediumLargeWidth":640,"mediumLargeHeight":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-1024x576.jpg","largeWidth":640,"largeHeight":360,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3-1536x864.jpg","1536X1536Width":1536,"1536X1536Height":864,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_3.jpg","2048X2048Width":1920,"2048X2048Height":1080}},"mediaPreview":false,"innerHtml":""},{"title":"Specialization concentrates value","media":{"id":86786,"title":"the-consumerization-of-care-Slide_4","filename":"the-consumerization-of-care-Slide_4.jpg","filesize":1837022,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_4/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_4","status":"inherit","uploadedTo":86528,"date":"2026-04-27 16:12:32","modified":"2026-04-27 16:12:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-300x169.jpg","mediumWidth":300,"mediumHeight":169,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-768x432.jpg","mediumLargeWidth":640,"mediumLargeHeight":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-1024x576.jpg","largeWidth":640,"largeHeight":360,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4-1536x864.jpg","1536X1536Width":1536,"1536X1536Height":864,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_4.jpg","2048X2048Width":1920,"2048X2048Height":1080}},"mediaPreview":false,"innerHtml":""},{"title":"Al-mediated care","media":{"id":86793,"title":"the-consumerization-of-care-Slide_5","filename":"the-consumerization-of-care-Slide_5.jpg","filesize":1702281,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_5/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_5","status":"inherit","uploadedTo":86528,"date":"2026-04-27 16:12:36","modified":"2026-04-27 16:12:36","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-300x169.jpg","mediumWidth":300,"mediumHeight":169,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-768x432.jpg","mediumLargeWidth":640,"mediumLargeHeight":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-1024x576.jpg","largeWidth":640,"largeHeight":360,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5-1536x864.jpg","1536X1536Width":1536,"1536X1536Height":864,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_5.jpg","2048X2048Width":1920,"2048X2048Height":1080}},"mediaPreview":false,"innerHtml":""},{"title":"Payment model evolution","media":{"id":86800,"title":"the-consumerization-of-care-Slide_6","filename":"the-consumerization-of-care-Slide_6.jpg","filesize":1652912,"url":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6.jpg","link":"https://www.frog.co/designmind/the-consumerization-of-care/attachment/the-consumerization-of-care-slide_6/","alt":"","author":"30","description":"","caption":"","name":"the-consumerization-of-care-slide_6","status":"inherit","uploadedTo":86528,"date":"2026-04-27 16:12:40","modified":"2026-04-27 16:12:40","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1920,"height":1080,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-300x169.jpg","mediumWidth":300,"mediumHeight":169,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-768x432.jpg","mediumLargeWidth":640,"mediumLargeHeight":360,"large":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-1024x576.jpg","largeWidth":640,"largeHeight":360,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6-1536x864.jpg","1536X1536Width":1536,"1536X1536Height":864,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/04/the-consumerization-of-care-Slide_6.jpg","2048X2048Width":1920,"2048X2048Height":1080}},"mediaPreview":false,"innerHtml":""}]},{"acfFcLayout":"numbered_section_block","title":"How to respond, and where to start","description":"We see six shifts guiding traditional players (MedTech, pharma and health systems operators) on how to respond to avoid being left behind. ","numberedSections":[{"title":"From products to ecosystems","content":"\u003cp\u003ePoint-in-time interventions are losing to deeply personalized ecosystems. Moreover, the treat-and-discharge model is becoming structurally inadequate for chronic conditions. What patients need is a persistent, “living” layer: continuous, personalized and integrated into daily life. The companies getting this right aren\u0026#8217;t building better products; they\u0026#8217;re building infrastructure that underlies a patient\u0026#8217;s life and compounds over time.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The future of care isn’t just a better product or a treatment; it’s the service layer or the infrastructure that wraps around the patient\u0026#8217;s life, connects the dots and compounds over time.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eChiara Diana VP, Chief Design Officer, frog, part of Capgemini Invent\u003cbr /\u003e\nGLP-1s were the \u003ca href=\"https://www.theguardian.com/science/2026/feb/15/weight-loss-race-injections-pills-big-pharma\" target=\"_blank\" rel=\"noopener\"\u003efastest drug launch\u003c/a\u003e in history. Primarily pitched as weight management treatment, we’re beginning to see their effects on patients. Research suggest that \u003ca href=\"https://news.northwestern.edu/stories/2024/11/why-do-50-75-of-people-stop-taking-glp-1-drugs-within-a-year#:~:text=The%20use%20of%20diabetes%20and,help%20patients%20continue%20their%20therapy.\" target=\"_blank\" rel=\"noopener\"\u003e50-75%\u003c/a\u003e stop using GPL-1s within a year, often undernourished, metabolically unprepared and without a plan. GLP-1s didn\u0026#8217;t solve obesity, but they did open a window. The same logic applies across chronic conditions. Every treatment needs a wrapper: during administration to ease intervention while supporting adherence, nutrition, emotional and lifestyle changes; and after the course, to integrate back into daily life, sustain outcomes and prevent regression. That persistent, living layer is where the real opportunity lives. Here, \u003ca href=\"https://alnuhealth.com/\" target=\"_blank\" rel=\"noopener\"\u003eAlnu Health\u003c/a\u003e is a shining example of what can be achieved by building a Health OS.\u003c/p\u003e\n"},{"title":"New channels built on AI and social trust","content":"\u003cp\u003eThe traditional playbook was largely driven by healthcare professionals (HCPs): clinical reps, hospital adoption, medical journals and Google search. That assumption is breaking down on three fronts simultaneously.\u003c/p\u003e\n\u003cp\u003eThe gatekeepers to the internet are changing. Conversational AI is replacing Google as the front door to health decisions, in many cases bypassing the clinical rep entirely. \u003ca href=\"https://www.gartner.com/en/newsroom/press-releases/2024-02-19-gartner-predicts-search-engine-volume-will-drop-25-percent-by-2026-due-to-ai-chatbots-and-other-virtual-agents#:~:text=Tech%20Marketing%20Tactics%20to%20be,success%20in%20organic%20search%20results.\" target=\"_blank\" rel=\"noopener\"\u003eGartner\u003c/a\u003e predicted a 25% drop in Google search volume by 2026. It was proven correct within healthcare, where the shift has already occurred. People are so deeply invested in their health, with LLMs now meeting that obsession perfectly. \u003ca href=\"https://www.capgemini.com/wp-content/uploads/2026/03/Research-brief_From-hype-to-habit.pdf\" target=\"_blank\" rel=\"noopener\"\u003eCapgemini research\u003c/a\u003e indicates that 51% of the baby boomer generation and 50% of Gen X now use AI for medical advice, which has in turn led to a 44% decrease in engagement with traditional healthcare services. A patient can spend eight hours interrogating their results with an AI companion, while clinician spend only ten minutes examining the data.\u003c/p\u003e\n\u003cp\u003eThese tools are always on, deeply contextual and building trust fast. They are not just discovery platforms; they are becoming the point of purchase. The implication is clear: Search Engine Optimization (SEO) is no longer enough. Generative Engine Optimization (GEO) is the new frontier, urging organizations to stay relevant inside the conversations happening in Claude, ChatGPT, Perplexity and other models.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The front door to healthcare is no longer a clinic; it’s a chatbot, or a Reddit thread, or a TikTok at midnight.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eLaura Valiukeviciute, Strategy Lead, frog, part of Capgemini Invent\u003cbr /\u003e\nIn addition to changing requirements for relevance, influence has become decentralized. Trust has migrated from institutions to lived experience. Reddit threads, TikTok and Instagram testimonials now shape purchase intent, treatment decisions and brand perception in ways clinical endorsement alone cannot. Younger generations never adopted the old channels to begin with. Superpower built its 150,000-person waitlist almost entirely through creator-led social, not paid search or HCP referral. That\u0026#8217;s a distribution playbook borrowed from consumer brands. When applied to healthcare, it works.\u003c/p\u003e\n\u003cp\u003eLocation is also once again becoming a strategic variable. As consumers gain more choice and are less bound by navigating the system, convenience becomes a key consideration. Where you exist in the real world matters as much as where you rank online. The winning formula is one that combines the digital and physical. You need the right online presence pulling people in, coupled with a physical location strategy: Own the right spaces, insertion points, and partnerships.\u003c/p\u003e\n"},{"title":"Hardware is your moat, but integrated services differentiate","content":"\u003cp\u003eFor decades, MedTech\u0026#8217;s defensibility came from hardware: the device, the process, the distribution contract. That hasn’t gone away. If anything, when anyone can ship an app overnight, the durable physical IP becomes an even more strategic position. But don\u0026#8217;t mistake that for safety. The benchmark has fundamentally shifted.\u003c/p\u003e\n\u003cp\u003eDesign is now a clinical variable. Continuous Glucose Monitoring (CGM) was the proof-of-concept: clinical-grade technology, worn invisibly, always on, woven into daily life. That is the new standard, not a one-off. The strongest players no longer separate form, function and service; they design hardware, software and end-to-end support as a holistic care experience. This is where durable moats are now built, and where most incumbent players are still dangerously behind.\u003c/p\u003e\n"},{"title":"Specialization is where value concentrates","content":"\u003cp\u003eThe consumerization of health will touch primary care, but specialty care is where it\u0026#8217;s truly disruptive. This is because specialty is where patients feel the most pain, the most limited knowledge, and the longest wait times. Here, they encounter sequences of referrals and tests that feel designed to make you confused and frustrate you into leaving untreated. The lack of continuity, personalization and solutions may work for the few, but they fail the many.\u003c/p\u003e\n\u003cp\u003eInnovative disruptors use solving hard, targeted problems as their insertion point. Specialization creates defensibility: disease-specific evidence, payer relationships and community trust that no generalist platform can replicate. The deeper you go, the harder you are to displace. \u003ca href=\"https://www.empowersleep.com/\" target=\"_blank\" rel=\"noopener\"\u003eEmpower Sleep\u003c/a\u003e is a great example. Sleep disorders affect \u003ca href=\"https://www.nhlbi.nih.gov/science/sleep-science-and-sleep-disorders\" target=\"_blank\" rel=\"noopener\"\u003e50-70 million Americans\u003c/a\u003e. Worldwide, \u003ca href=\"https://pmc.ncbi.nlm.nih.gov/articles/PMC10926017/#:~:text=Epidemiology%20of%20Sleep%20Disorders\u0026amp;text=Worldwide%2C%20between%2030%25%20and%2035,monitoring%2C%20and%20effective%20preventive%20strategies.\" target=\"_blank\" rel=\"noopener\"\u003e30-35%\u003c/a\u003e of people have symptoms of insomnia. From blunt medications and wearables that confirm what you already suspect, to an absence of personalization and adaptive care–the system is clearly broken. Empower Sleep ships an FDA-cleared home-sleep-testing kit, pairs patients with a clinical team and builds a dynamic protocol that evolves with the data. The CEO claims the company’s outcomes are two times better when benchmarked with standard care—but more on this later.\u003c/p\u003e\n\u003cp\u003eFor established players, the warning is clear: Emerging competitors aren\u0026#8217;t necessarily attacking your core, but they are occupying the specialist ignored gaps. The same move is available to you, and with it comes unmatched scale and clinical credibility.\u003c/p\u003e\n"},{"title":"From isolated AI use cases to AI-mediated care orchestration","content":"\u003cp\u003eThe real bottleneck in healthcare was never data collection. Rather, it was always the messy middle: fragmentation, interpretation and execution. It’s all about turning signals into decisions, connecting devices, records and data sources that have never spoken to each other, all while acting at speed without a human initiating every step. Generative and agentic AI now make this possible. But the companies extracting real value aren\u0026#8217;t adding AI to existing workflows; rather they are dismantling those workflows and rebuilding from scratch: patient journeys, clinical touchpoints and internal operations.\u003c/p\u003e\n\u003cp\u003eMatteo Franceschetti, CEO of Eight Sleep, attended the 2026 Stanford Consumer Health Conference and shared what this looks like in practice. He told the audience that the company went from zero to 15 AI employees in a matter of weeks, with a short-term projection of 30 to 50. Tasks generating ~$15M of value have been compressed from 30 days to five. Two-hour activities now take minutes. The talent and output multiplier is unprecedented. If you already have 10 engineers, but AI unlocks another 10 people from other disciplines to ship code, and then each gets 10 agents of their own, you effectively scale from 10 to 200 people with one hundred and eighty of them working around the clock. Externally, the product is improving at a pace that was once impossible. The company has a long-term vision to provide every patient with a personal AI agent that can manage their health across devices, wearables and data sources through a single conversational interface.\u003c/p\u003e\n\u003cp\u003eThe question for established players isn\u0026#8217;t whether to integrate AI; it\u0026#8217;s whether you\u0026#8217;re willing to redesign the whole system around it, or just the edges. The gap between those two answers will define the next decade.\u003c/p\u003e\n"},{"title":"Payment model evolution","content":"\u003cp\u003eThe traditional reimbursement playbook is no longer sufficient. Two forces are colliding. Patients are paying out of pocket for things the system won\u0026#8217;t cover: comprehensive testing, preventive devices, GLP-1s, creating a direct-to-consumer payment dynamic for which legacy players never had to design. Simultaneously, consumer health companies, often with subscription-native models, are pushing toward reimbursement. Oura is already reimbursable in the US through several accounts: FSA, HSA, and HRA accounts. Apple Watch was offered free to Aetna members who hit activity targets.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch2\u003e\u0026#8220;The reimbursement-led model is being replaced by a consumer-first mindset. And consumers are unforgiving—they expect value, speed and convenience, and they walk away when they don\u0026#8217;t get it.\u0026#8221;\u003c/h2\u003e\n\u003cp\u003eMalina Keutel, Program Director, frog, part of Capgemini Invent\u003cbr /\u003e\nFor established players, standalone devices are losing relevance. The shift is toward subscription ecosystems, where hardware is the gateway, not the product; where retention, not acquisition, is the commercial engine. That requires a fundamentally different offer architecture that considers what sits in the base product, what sits behind a paywall, what gets bundled with services and what drives long-term engagement. The questions aren\u0026#8217;t just commercial; they\u0026#8217;re strategic. Which features command a premium? What is the patient actually willing to pay for continuously, not just once? How do you design for loyalty in a category where switching costs have historically been low?\u003c/p\u003e\n\u003cp\u003eThe companies winning on payment solutions aren\u0026#8217;t optimizing their reimbursement strategy; they\u0026#8217;re rebuilding the commercial model from scratch.\u003c/p\u003e\n"}]},{"acfFcLayout":"long_form_text_block","textContent":"\u003ch3\u003eThe time is now\u003c/h3\u003e\n\u003cp\u003eWelcome to the consumerization of care. Here, we are witness to a fundamental rewiring of who healthcare is built for and who gets to benefit from it. The companies leading this shift didn’t ask for permission. Already inside the system, they started building from the patient out, accumulating everything required to compound: data, trust and relationships at scale.\u003c/p\u003e\n\u003cp\u003eThe tools to deliver better, earlier, more continuous care are here. Moreover, the \u003ca href=\"https://www.frog.co/work/connecting-healthcare-professionals\"\u003ebarriers to access are dissolving\u003c/a\u003e. For HCPs and patients alike, ubiquitous access to care has long been the unconquerable white whale. But now, with the advent of AI, it might really be within reach for everyone.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"slug":"chiara-diana","authorName":"Chiara Diana","bio":"\u003cp\u003eGlobal design and innovation leader, Chiara brings over 20 years of experience shaping futureproof products and services for multinational organizations, with a sustained focus on healthcare since joining frog in 2010. Her work translates emerging technologies, human needs and regulatory complexity into experienceled, scalable healthcare innovation.\u003c/p\u003e\n\u003cp\u003eToday, as Chief Design Officer and Head of frog Innovation Team, she leads the growth of frog’s own design practice, shaping new capabilities, offerings and methods with teams worldwide.\u003c/p\u003e\n","designation":"VP, Chief Design Officer, frog, part of Capgemini Invent","twitterProfileLink":"https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday\u0026text=%20\u0026original_referer=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday","mediumProfileLink":"https://medium.com/@frogdesign","authorImage":{"id":86413,"title":"milan-design-week-Chiara-Diana","filename":"milan-design-week-Chiara-Diana.png","filesize":79471,"url":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","link":"https://www.frog.co/milan-design-week-2026/attachment/milan-design-week-chiara-diana/","alt":"","author":"30","description":"","caption":"","name":"milan-design-week-chiara-diana","status":"inherit","uploadedTo":86207,"date":"2026-03-26 20:08:13","modified":"2026-03-26 20:08:13","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":525,"height":525,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","mediumLargeWidth":525,"mediumLargeHeight":525,"large":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","largeWidth":525,"largeHeight":525,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","1536X1536Width":525,"1536X1536Height":525,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/milan-design-week-Chiara-Diana.png","2048X2048Width":525,"2048X2048Height":525}}},{"slug":"laura-valiukeviciute","authorName":"Laura Valiukeviciute","bio":"\u003cp\u003eLaura is a Growth Strategist at frog, working at the intersection of healthcare, consumer products and emerging technology. She helps pharma, biotech and digital health companies de-risk and accelerate growth–from opportunity identification through to product design, brand building and commercial validation. Through this work, she helps established players stay relevant and challengers scale smarter. 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Mind frogcast Ep.58 – When Human Connection Meets AI","description":"Our Guest: Jess Leitch, Head of frog North America","topics_title":"","topics":false,"author":"Podcast","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e we welcome Jess Leitch, Head of frog North America, to talk about how design is evolving in an AI-shaped world.\u003c/p\u003e\n\u003cp\u003eJess traces her transition from consulting to experimentation-led design. She also discusses vibe coding, the opening up of creative tools and how AI is redefining brand relationships and business models.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFor more on the co-evolution between humans and AI download our latest frog \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/a6930f94-613f-4978-85ea-687e82e83ece?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 58:\u003c/strong\u003e When Human Connection Meets AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Jess Leitch, Head of frog North America\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:03] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWelcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:19] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eToday on our show, we\u0026#8217;re talking about the role of design in a world increasingly impacted by AI. To do this, we\u0026#8217;re joined by Jess Leitch, Head of frog North America. Jess shares her journey from traditional consulting to design leadership, driven by a desire to challenge assumptions and embrace experimentation. She also discusses the rise of vibe coding, open access to creative tools and how AI is reshaping brand interactions and business models.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:45] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eJess also played an important role in this year\u0026#8217;s frog \u003c/span\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003e\u003cspan data-contrast=\"none\"\u003eFuturescape report\u003c/span\u003e\u003c/a\u003e\u003cspan data-contrast=\"none\"\u003e titled ‘Artificial Realities,’ which explores 12 predictions and provocations on the future of human-AI chemistry. Here\u0026#8217;s Jess now sharing more about how she\u0026#8217;s using the report with clients and why it matters when it comes to developing business strategy. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e1\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e4\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003eI think that it\u0026#8217;s really tricky if you\u0026#8217;re in a large organization\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e,\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e to take the time to think about what\u0026#8217;s happening next year, let alone in the next five to 10 years. This report can help with that. I think that that is that\u0026#8217;s hugely beneficial, and that\u0026#8217;s been the way that we have been using it, and I\u0026#8217;m bringing it to board meetings or meetings with C-suite to have conversations with people about: How do you think that this is going to apply?  Like what of these scenarios feels relevant to you? And what of these, you know, potential futures, can you see impact in your business?\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:01:38] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003ePeople just don\u0026#8217;t really get the opportunity to do that in these kind of quarterly reporting cycles that most businesses are in. So being able to take a moment and to stop and think about what those future scenarios could look like are just, it\u0026#8217;s invaluable. And to do that with us, with the people who have been thinking about this and, you know, who are incredibly passionate about what some of these future scenarios could look like and with the implications \u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eof some of these scenarios playing out, I think is, is the best way to do it.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:02:06] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003eMy name is Jess Leitch and I\u0026#8217;m the Head of frog in North America. So, I run all of the frog teams out of the US and Mexico.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e2\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e:\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e1\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e5\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eOriginally I moved into design because I started my career in consulting, actually and I, I think I grew frustrated with the advice that we were giving to clients and the way that we were going into their organizations and applying our assumptions and looking for the answers to support the assumptions that we were making and I was looking for something that would make less assumptions\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e,\u003c/span\u003e \u003cspan data-contrast=\"none\"\u003ef\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eor a process, for a way of thinking that would be less assumptions-based and so design as a field really appealed to me for that reason. That we weren\u0026#8217;t going to make assumptions about what someone would like or what would fill a need. We would actually go in and test that and experiment and we wouldn\u0026#8217;t assume. We wouldn\u0026#8217;t take a template from one organization and try and apply it to another. And I really loved that about design and so deliberately made a choice to move away from more traditional strategy consulting, and, you know, customer consulting, towards, you know, at the time, more design thinking. And I honestly never looked back. It\u0026#8217;s an amazing tool for innovation. And it helps you to see things that you would never see otherwise. And I think that it is when combined with, you know, technology and the other tools or even sometimes combined with more traditional strategy methods, honestly. From a business model standpoint, I think that it is, it moves, it moves markets, industries and people forward.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:03:49] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eThat shift away from an assumption based approach is one that many organizations are making, especially as they explore emerging technologies in a move toward experimentation driven strategies, the questions clients ask our frog teams have also started to change,\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:04:03] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eI think at the moment, the top question that clients ask relates to AI and it\u0026#8217;s coming from two ends of the spectrum. So at one end the question is, how can I use AI to improve the delivery of my services, so that I do a better job for my customers, so that I increase the capacity of my customer support teams, of my operations teams, of my delivery teams, so that I reduce the time to serve, so that I reduce the cost to serve. Can you tell me, throughout my journey, where I should be using AI to help me do better by my customers, do better by my organization. So, one end, we\u0026#8217;re getting a lot of those kinds of requests for, you know, what the best tools are in AI, help me understand that and help me work out where I should be implementing that within my organization. And you know, we actually have some amazing case studies already where we have increased efficiency by 1,000% from some of the recommendations that we\u0026#8217;ve made that our clients have gone ahead and implemented. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:05:11] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eAnd then at the other end, we\u0026#8217;re getting questions around how is AI going to change the way that my organization interacts with customers? What is the impact of AI on my brand? If my brand is the most important asset to my organization, how can I protect my brand from this future? How can I make the best use of the assets that I have right now to leapfrog myself into a positive future? Or do I have the right capabilities in my organization going forward based on the way that AI is reshaping my whole industry? Or what\u0026#8217;s the business model for products and services if AI is changing the way that customers interact with the products and services that I am delivering right now? So, we\u0026#8217;re getting a lot of questions at the business model and the organizational level too and the brand level, where organizations are asking us to help them define how AI is going to influence their future strategy, their future business model, the brand. So, we\u0026#8217;re getting it at both ends of the spectrum. So, there\u0026#8217;s a lot of questions coming in on how AI is going to influence the future of our clients’ businesses.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:06:19] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eThese questions around delivery, efficiency and strategy are defining the conversations we\u0026#8217;re having with clients about AI, ultimately, moving from theory to implementation is, at its core, a design challenge.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:06:31] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWe\u0026#8217;re doing a lot of work right now to implement AI solutions in organizations and the reason that they\u0026#8217;re coming to us for that is that they want us to look at how journeys are laid out. Sometimes these organizations don\u0026#8217;tunderstand themselves how a journey is delivered. And so, they\u0026#8217;ll come to us and we\u0026#8217;ll be the single source of truth of how a journey actually functions end to end. And it\u0026#8217;s a discovery process for everyone, basically, being able to map out how something is delivered and so being able to not assume that because a process is mapped out in a certain way, that\u0026#8217;s how something gets done, I think is one of the core kind of tenants of design. And, you know, I think you know of design thinking, it\u0026#8217;s actually finding out how the different parts of the puzzle fit together, talking to the people who are involved, bringing in the different elements that are part of delivery, not just assuming, because that\u0026#8217;s how things are written down, that\u0026#8217;s how they\u0026#8217;re delivered. Those kinds of programs where we\u0026#8217;re able to kind of connect the dots in a way that, in a way that an organization has never been able to as those are always my favorite kind of programs, those are the kinds of problems I like to solve, really. And as I said, increasingly, we\u0026#8217;re being asked to solve those problems and use AI to to help improve the way that services are delivered to customers, whether it\u0026#8217;s across B2C or B2B and that will mean creating more capacity in their organization to do better cost, to deliver better customer service or to do things faster or do things in a in a more cost effective way as well. So, I\u0026#8217;m very focused on the service design background, the thing that I\u0026#8217;m really motivated by is making sure that an organization is enabled to deliver on the promise that\u0026#8217;s made by the marketing that they put out into the world. Those are my favorite kinds of projects where we can help organizations to diagnose those kinds of problems and improve the way that they\u0026#8217;re delivering services to their customers or patients or guests or whoever it happens to be.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:08:29] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eTechnology is impacting how people interact with brands. A good example of this is the rise of large language models or LLMs. LLMs are, of course, becoming part of everyday life, changing how we shop, how we seek advice and how we make choices. And as Jess explains, organizations are having to adapt fast.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:08:48] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e The growth of LLMs as a tool has been extraordinary. I mean, I don\u0026#8217;t think we\u0026#8217;ve seen anything quite like it in our recent history.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eOver 50% of Americans are using LLMs in their daily life. So, they\u0026#8217;re using Claude, they\u0026#8217;re using ChatGPT, they\u0026#8217;re using Gemini, they\u0026#8217;re using Copilot and the vast majority of them are using them for online shopping. They\u0026#8217;reusing it for financial advice. They\u0026#8217;re using it for self-help. And then you know that that e-commerce use case where people are actually asking for recommendations or actually making purchases through LLMs has been a huge change to the way that we buy things online and there is a potential to disintermediate brands from their customers, because they\u0026#8217;re now making purchases through LLMs, rather than directly through the brand\u0026#8217;s application or the website\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:09:42] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e This has driven quite a lot of our clients to come to us and ask us to do work with them on the future of their organization, how AI is going to impact them. And so we have been applying our futurecasting methodologies to help them think through what a future could look like for them, where AI is taking a major role in how their organization functions basically. and in those scenarios, what we\u0026#8217;re doing is we\u0026#8217;re building out a variety of potential worlds where this business or this brand, this organization, has a different function, basically, and there are different consumer behaviors. There are 10 different potential business models. There are different organizational structures within these scenarios. and we\u0026#8217;re doing that to help this organization think through where do they want to place their bets, basically in a way that is not at the functional level but is very much at kind of a vision level for where they want to take their organization forward. So we\u0026#8217;re doing a lot of that work right now to help leaders think through how AI is going to impact their organization. And then we\u0026#8217;re also doing it at the functional level too. So, we\u0026#8217;re helping kind of customer leaders think about, what does it mean to be customer in this in this kind of age of generative AI, what is it? What are the implications for the marketing function?\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:05] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So, we\u0026#8217;re helping organizations think through what are the implications of this for their brands? How do they find customers? How do they share new products and services? How do they make sure that they\u0026#8217;re showing up in these LLMs in the way that they had intended? So, you know, there\u0026#8217;s even new fields emerging, like GEO, which is generative engine optimization, where we\u0026#8217;re helping clients understand the impact of that on their brands as well.\u003c/span\u003e \u003cspan data-contrast=\"none\"\u003eAnd then we\u0026#8217;re also using tools like AI readiness assessments at a functional level to kind of the top down of the futurecasting with the bottom up of the AI readiness to actually put a practical plan together to help the organization move forward.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:43] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eBut as new AI tools spring up and become universally accessible, what truly differentiates one organization from another is how effectively they apply them.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:53] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e It is the secret sauce question, huh? It\u0026#8217;s like, if you have the same tools, how do you get to a different outcome? And it\u0026#8217;s about the people who are applying them still, and the way that you bring different skills together to apply those tools. So, I think one of the differentiators that I always talk about why frog is special is the way that we bring different disciplines together and the way that we are. Think about strategy from a making and an experimentation standpoint, rather than a theoretical standpoint. And so, I think that that continues in this age, the tools are different. So, we\u0026#8217;re using different AI tools and that is reshaping the way that we think about how products and services are being delivered. And you know, it\u0026#8217;s going to change UX paradigms and it\u0026#8217;s going to change the future of what products and services look like and the way that we use those tools now at frog depends on the way that, you know, we think about running our programs, the people that we have in our teams, the way that we leverage our previous history as well.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:12:58] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I always say that being a frog, it\u0026#8217;s like a positive virus. You kind of learn to be a frog by being in contact with other frogs and so the virus gets passed on. It\u0026#8217;s a, it\u0026#8217;s a, it\u0026#8217;s, it\u0026#8217;s, it\u0026#8217;s one of those things that is just very, very specialabout this place, that and it\u0026#8217;s and it\u0026#8217;s learned from other frogs. And so, you know that\u0026#8217;s what makes it different. I think you could, you could use the same tools, but come to a different outcome, I think and it\u0026#8217;s to do with the people and the learnings and how those have been passed down through kind of generations of frogs and the different types of skills that we have that we bring together in different ways. And it\u0026#8217;s just unique, I think, to this particular organization.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:13:34] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWe’re going to take a short break. When we return, Jess will tell us about how she’s using AI not just at work, but in her everyday life. She will also talk about the concept of vibe-coding and the limitations of AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"report_link_out_block","image":{"ID":86210,"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploaded_to":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","medium-width":300,"medium-height":287,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","medium_large-width":640,"medium_large-height":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","large-width":640,"large-height":613,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536x1536-width":1268,"1536x1536-height":1214,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048x2048-width":1268,"2048x2048-height":1214}},"description":"For more on the co-evolution between humans and AI download our latest frog report ‘Futurescape: Artificial Realities.’ ","report_link":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:04:18] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e Now back to Jess Leitch, Head of frog North America. We asked Jess just how often she thinks people should be using AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:14:22] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e All day, every day. I think that it is essential for anyone in the design industry to be using it. I think that it is reshaping consulting as an industry, reshaping agencies. I think that it is absolutely essential that everyone is making use of it. I mean it\u0026#8217;s a tool that I think accelerates everything in your daily life. I\u0026#8217;m using it for work. I\u0026#8217;m using it for fun. I\u0026#8217;m using it to do things that I had never been able to do in the past. I\u0026#8217;m using it for just, just to make your life a little bit better. I was, I was telling someone the other day, I live in the Bay Area and, you know, summer here is not the best, especially in San Francisco\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e. it gets a bit gloomy. And so, I spend a lot of time looking at the different parts of the Bay Area where it\u0026#8217;s sunny and where it\u0026#8217;s going to be potentially sunny on the weekend. And so, I built a little web app using a couple of applications like Lovable and a few other applications to help me forecast where I should be driving to on the weekend, where it\u0026#8217;s going to be sunny and where I can take my kid to go swimming. So, it gives me a recommendation of where it\u0026#8217;s going to be closer to 80 degrees and that just makes my life a little bit better. Instead of having to flick between all of these different locations and spend my time doing that, it gives me kind of a little customized recommendation. You know, being able to do those kinds of things for myself is amazing. It really just makes my life a little bit better. And everyone is going to be able to do that. So, there\u0026#8217;s, it\u0026#8217;s really, again, democratizing product and product building and allowing people to bring to life things that they\u0026#8217;re imagining in a way that they\u0026#8217;ve never been able to do before. And so, for designers who have these huge imaginations, to be able to use some of these tools to bring those ideas to life is just exciting. And it\u0026#8217;s an extraordinary time to be, to be in this field.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:16:16] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e New AI tools allow people with little to no technical background to build digital products, and it\u0026#8217;s already changing the way people prototype and test ideas thanks to a process called vibe coding.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:16:26] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e Vibe coding was a term that was coined by a computer scientist and the co-founder of OpenAI Andrej Karpathy. And he used the term to describe a coding approach that relies heavily on AI, where you\u0026#8217;re basically using natural language prompts to generate the code rather than manually writing the code, essentially giving the vibes of what you are trying to do, instead of writing the specific code. And so yeah, so it\u0026#8217;s using AI to generate code based on natural language descriptions. And so there\u0026#8217;s no detailed coding associated with it, but that you are using natural language-based prompts basically to come up with the code, basically\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:17:11] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e It\u0026#8217;s building a little application based on prompts that come from you. And then, you know, at the back end, then you\u0026#8217;re connecting up some APIs and set it up like you would any other kind of web app but what it\u0026#8217;s doing is accelerating the build process. So it\u0026#8217;s taking, you know, it\u0026#8217;s taking a lot of the effort away that you would have around building some of these, like just bringing to life and prototyping, some of these ideas that otherwise would seem a little bit too heavy lift to have a go at building. Do you know, the other thing that it\u0026#8217;s really helpful for is, you know, when we are putting proposals together or trying to prove out a different ideas, it’s being able to use those kinds of tools to actually see if an idea works and make it and bring it to life is huge.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:17:55] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So those ideas that you have where you\u0026#8217;re like, Oh, I wonder if that would work. And so it\u0026#8217;s a really fun, easy way to try those kinds of ideas that you come up with in the middle of the night and you\u0026#8217;re like, would that work? And so, there are tons of tools that have sprung up to enable this kind of vibe coding. And, you know, Lovable is one of those tools that is that\u0026#8217;s very popular for it and it\u0026#8217;s increasingly making its way into the suite of tools that the professional kind of design consulting industry are using.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:22] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e These tools are also just revolutionizing industries like marketing and the way that content is being created, the way that content is being managed. So it\u0026#8217;s hugely impactful.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:31] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e But even with all this innovation, there’s still something deeply human at the core of design. This is something Jess brings into focus as she reflects on the limitations of AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:40] Jess Leitch:\u003c/span\u003e\u003c/b\u003e \u003cspan data-contrast=\"auto\"\u003eIt\u0026#8217;s very early days and I and I think that there is, I think there\u0026#8217;s a lot of hype and I think that there are a lot of use cases that are yet to be proven out. I think that humans are intensely interested in other humans. And I think thatthat\u0026#8217;s not going away. And I think that when we are in situations where we are where there\u0026#8217;s emotion involved, where we want something that feels high quality, where we want to feel looked after. There\u0026#8217;s no substitute for another human.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:19:12] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e A great example of where there was an early move or where I think that there is a sign that humans still are in the are in the lead. Another preference is when there is emotion involved, when there are tricky questions to be answered, where there is some discomfort\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e. And so I think we\u0026#8217;re still, you know, we\u0026#8217;re still very far away from AI proving out a number of different use cases, in particular, in those places where people are looking for human connection, emotion and, yeah, it\u0026#8217;s just not going away our interest in other humans that that\u0026#8217;s, I think that\u0026#8217;s forever.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:19:44] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e While the importance of human connection remains constant, design itself continues to evolve. One significant shift is how design has moved from being seen as a support function to becoming a strategic force. Jess explores this transformation in more detail.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:20:00] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e As a function over time, I think design has been promoted within organizations to really sit alongside kind of product and technology as this kind of essential tool for innovation and transformation. And so in particular during the pandemic, I think we saw design really promoted and, you know, as the pandemic acted this, this kind of catalyst for digital maturity, we saw organizations really reroute a lot of investments into digital channels and do a lot of hiring into design and also in product and tech to build out these channels. And, you know, I think we saw a lot of organizations hit that first stage of their kind of digital transformation goals throughout, you know, during the pandemic and I think that changed our expectations as consumers permanently, you know, that really raised our expectations up. That was a huge turning point for the design industry, I think. But after, after that period of time, I think what happened was that organizations realized that they spent more on digital and on design than they were planning to spend and perhaps hired more people than they had anticipated hiring and you know, that they had, you know, there were some organizations that had kind of sprung design and technology and product teams up in lots of different parts of the organization. And you know, there was increasing levels of complexity, I think, and perhaps had found that it was more difficult to manage those teams than they had anticipated. And you know, despite all the hiring, there were organizations who were finding that there were capability gaps and they were really struggling to kind of orchestrate and to see kind of a return on investment, on all the capital that had been invested into into these teams. And you know that this was leading to kind of some delays in, you know, not just that, not the first wave of their digital transformation goals, but kind of the next wave. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:21:37] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I think what has happened now is that organizations are really looking for help to kind of streamline and scale and improve the quality of their in-house teams and and we\u0026#8217;re seeing a real change in investment focus away from these kind of like piecemeal innovation oriented projects and and towards more kind of longer term strategic partnerships and and programs focused on kind of fixing essential issues and and, you know, the leaders in the design space are much more varied and they\u0026#8217;ve really matured into experts and they bring a lot higher expectations of impact to their existing design teams and to the partners that they\u0026#8217;re working with. And then, of course, you know, AI is driving an expectation that design teams move faster and that they have that there\u0026#8217;s more explorations and more directions and they\u0026#8217;re doing things at a higher quality, and everything is just moving faster than ever. And then you know, at the same time, we\u0026#8217;re also seeing more offshoring and near shoring happening and that those teams have increasingly high-quality delivery. And so, you know, there are just improvements that need to be made to these to overall design capabilities, to make sure that the impact of investments\u003c/span\u003e \u003cspan data-contrast=\"auto\"\u003ein digital are realized.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:22:48] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e And as expectations rise, so does the need for smarter partnerships. Jess shares how frog is helping organizations scale design and embed it into how they work and grow.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:22:58] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e We\u0026#8217;re in a place where to maintain competitive advantage. Leading organizations that we\u0026#8217;re working with, are kind of looking for a different type of design partner and a different type of design partnership and they don\u0026#8217;t want bodies. They need expert services and they want an organization that\u0026#8217;s going to have a long-term relationship with them and a long term partner to improve the quality and the speed of delivery of their own teams. and I think that this is driven from, you know, an increase in the expertise of these buyers, but also that, the types of things, the problems that we\u0026#8217;re working on are more complicated. They can\u0026#8217;t be solved in just one program over an eight to 12-week period of time. They require a much longer relationship so that we can understand who the customer is, who are their stakeholders and who their end customer is and that\u0026#8217;s what these buyers want now. So you know, we\u0026#8217;re really getting this asked to partner in a different way and, you know, so that\u0026#8217;s why we\u0026#8217;re, we\u0026#8217;re doing a lot more of these kinds of design partnerships and it\u0026#8217;s really an offer to that\u0026#8217;s customized for each organization to help them scale and amplify the impact of design within their organization. And basically, whatwe do is we look at how the design teams strategy is set up, how they\u0026#8217;re orchestrated and how that\u0026#8217;s kind of aligned to the rest of the organization. We help the team understand how they\u0026#8217;re hiring and developing and growing and retaining the right talent. We help them look at the design execution. So how do they set up their metrics and how are they set up to get to the right results? We help them understand the best way to set up their design ops, so implementing and, you know, scaling up their governance and and also, you know, the the practical processes around setting up design ops in a way that is that makes sense in, you know, this kind of AI influence world. And then we also help them to work on, obviously, their design systems and how to scale the return on investment in their products and the the design team using design systems. helping organizations to really embed and make the best use out of their design team and really leverage everything that we\u0026#8217;ve learned from having our own investment in designers and design culture for over 50 years.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:25:07] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So, what do you do when the future feels like it’s arriving faster than you can plan for it? Jess has some thoughts and a few words of encouragement for anyone wondering how to move forward without getting swept up in the hype.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:25:18] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I think that you need to start trying things and whether that is trying things on yourself to start, I\u0026#8217;m seeing a lot of clients have success trying some of these new products and tools internally first and getting some great results, but don\u0026#8217;t, don\u0026#8217;t just wait. I think that it\u0026#8217;s really important to take action and start experimenting and I think you can do that in a way that is controlled and I also would say don\u0026#8217;t let the pace of change create too much anxiety in your organization. I think that there is a lot of hype, too. There are cycles of hype. And I, you know, one of the things I\u0026#8217;ve been saying a lot recently is that, you know, organizations adopt things at different rates and they always have and they always will. There are some organizations who haven\u0026#8217;t moved to cloud yet. So there are different rates of change that are appropriate for different organizations.\u003c/span\u003e \u003cspan data-contrast=\"auto\"\u003eAnd I think the important thing is to start trying and not be paralyzed and to not overthink things and to try what makes sense for your organization, for your context and where you are strategically. That would be my advice. I think, you know, have a bias towards action, but don\u0026#8217;t get caught up in the hype.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:26:29] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and a link to download frog’s new \u003c/span\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003eFuturescape report.\u003c/span\u003e\u003c/b\u003e\u003c/a\u003e \u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan class=\"TextRun SCXW110452905 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e[00:\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e26\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e:\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e42\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e] Elizabeth Wood:\u003c/span\u003e\u003c/span\u003e\u003c/strong\u003e\u003cspan class=\"TextRun SCXW110452905 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e We really want to thank our guest, Jess Leitch, Head of \u003c/span\u003e\u003cspan class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW110452905 BCX4\"\u003efrog\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e North America. \u003c/span\u003e\u003c/span\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify \u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s frog.co. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"ID":36590,"post_author":"16","post_date":"2021-10-11 18:51:43","post_date_gmt":"2021-10-11 18:51:43","post_content":"","post_title":"Jess Leitch","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"jessica-leitch","to_ping":"","pinged":"","post_modified":"2024-11-08 17:01:38","post_modified_gmt":"2024-11-08 17:01:38","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=36590","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Jess Leitch","bio":"\u003cp\u003eAs Head of frog North America, Jess is responsible for leading the frog business in North America. 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In London, she received her Masters in Service Design.\u003c/p\u003e\n","designation":"Head of frog North America","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":36591,"id":36591,"title":"jessica-leitch","filename":"jessica-leitch.png","filesize":61348,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","link":"https://www.frog.co/authors/jessica-leitch/attachment/jessica-leitch/","alt":"","author":"30","description":"","caption":"","name":"jessica-leitch","status":"inherit","uploaded_to":36590,"date":"2021-10-11 18:51:34","modified":"2021-10-11 18:51:34","menu_order":0,"mime_type":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":500,"height":500,"sizes":{"thumbnail":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch-300x300.png","medium-width":300,"medium-height":300,"medium_large":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","medium_large-width":500,"medium_large-height":500,"large":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","large-width":500,"large-height":500,"1536x1536":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","1536x1536-width":500,"1536x1536-height":500,"2048x2048":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","2048x2048-width":500,"2048x2048-height":500}}},"author_featured":""},"post_url_slug":"https://www.frog.co/authors/jessica-leitch/"},{"ID":16815,"post_author":"16","post_date":"2020-11-20 23:18:33","post_date_gmt":"2020-11-20 23:18:33","post_content":"","post_title":"Elizabeth Wood","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"elizabeth-wood","to_ping":"","pinged":"","post_modified":"2023-08-20 08:53:37","post_modified_gmt":"2023-08-20 08:53:37","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=16815","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":21629,"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploaded_to":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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Mind frogcast Ep.58 – When Human Connection Meets AI","description":"Our Guest: Jess Leitch, Head of frog North America","topicsTitle":"","topics":false,"author":"Podcast","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e we welcome Jess Leitch, Head of frog North America, to talk about how design is evolving in an AI-shaped world.\u003c/p\u003e\n\u003cp\u003eJess traces her transition from consulting to experimentation-led design. She also discusses vibe coding, the opening up of creative tools and how AI is redefining brand relationships and business models.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFor more on the co-evolution between humans and AI download our latest frog \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/a6930f94-613f-4978-85ea-687e82e83ece?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 58:\u003c/strong\u003e When Human Connection Meets AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Jess Leitch, Head of frog North America\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:03] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWelcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:19] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eToday on our show, we\u0026#8217;re talking about the role of design in a world increasingly impacted by AI. To do this, we\u0026#8217;re joined by Jess Leitch, Head of frog North America. Jess shares her journey from traditional consulting to design leadership, driven by a desire to challenge assumptions and embrace experimentation. She also discusses the rise of vibe coding, open access to creative tools and how AI is reshaping brand interactions and business models.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:00:45] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eJess also played an important role in this year\u0026#8217;s frog \u003c/span\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003e\u003cspan data-contrast=\"none\"\u003eFuturescape report\u003c/span\u003e\u003c/a\u003e\u003cspan data-contrast=\"none\"\u003e titled ‘Artificial Realities,’ which explores 12 predictions and provocations on the future of human-AI chemistry. Here\u0026#8217;s Jess now sharing more about how she\u0026#8217;s using the report with clients and why it matters when it comes to developing business strategy. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e1\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e4\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003eI think that it\u0026#8217;s really tricky if you\u0026#8217;re in a large organization\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e,\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e to take the time to think about what\u0026#8217;s happening next year, let alone in the next five to 10 years. This report can help with that. I think that that is that\u0026#8217;s hugely beneficial, and that\u0026#8217;s been the way that we have been using it, and I\u0026#8217;m bringing it to board meetings or meetings with C-suite to have conversations with people about: How do you think that this is going to apply?  Like what of these scenarios feels relevant to you? And what of these, you know, potential futures, can you see impact in your business?\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:01:38] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003ePeople just don\u0026#8217;t really get the opportunity to do that in these kind of quarterly reporting cycles that most businesses are in. So being able to take a moment and to stop and think about what those future scenarios could look like are just, it\u0026#8217;s invaluable. And to do that with us, with the people who have been thinking about this and, you know, who are incredibly passionate about what some of these future scenarios could look like and with the implications \u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eof some of these scenarios playing out, I think is, is the best way to do it.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:02:06] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003eMy name is Jess Leitch and I\u0026#8217;m the Head of frog in North America. So, I run all of the frog teams out of the US and Mexico.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:0\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e2\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e:\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e1\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e5\u003c/span\u003e\u003c/b\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eOriginally I moved into design because I started my career in consulting, actually and I, I think I grew frustrated with the advice that we were giving to clients and the way that we were going into their organizations and applying our assumptions and looking for the answers to support the assumptions that we were making and I was looking for something that would make less assumptions\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e,\u003c/span\u003e \u003cspan data-contrast=\"none\"\u003ef\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eor a process, for a way of thinking that would be less assumptions-based and so design as a field really appealed to me for that reason. That we weren\u0026#8217;t going to make assumptions about what someone would like or what would fill a need. We would actually go in and test that and experiment and we wouldn\u0026#8217;t assume. We wouldn\u0026#8217;t take a template from one organization and try and apply it to another. And I really loved that about design and so deliberately made a choice to move away from more traditional strategy consulting, and, you know, customer consulting, towards, you know, at the time, more design thinking. And I honestly never looked back. It\u0026#8217;s an amazing tool for innovation. And it helps you to see things that you would never see otherwise. And I think that it is when combined with, you know, technology and the other tools or even sometimes combined with more traditional strategy methods, honestly. From a business model standpoint, I think that it is, it moves, it moves markets, industries and people forward.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:03:49] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eThat shift away from an assumption based approach is one that many organizations are making, especially as they explore emerging technologies in a move toward experimentation driven strategies, the questions clients ask our frog teams have also started to change,\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:04:03] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eI think at the moment, the top question that clients ask relates to AI and it\u0026#8217;s coming from two ends of the spectrum. So at one end the question is, how can I use AI to improve the delivery of my services, so that I do a better job for my customers, so that I increase the capacity of my customer support teams, of my operations teams, of my delivery teams, so that I reduce the time to serve, so that I reduce the cost to serve. Can you tell me, throughout my journey, where I should be using AI to help me do better by my customers, do better by my organization. So, one end, we\u0026#8217;re getting a lot of those kinds of requests for, you know, what the best tools are in AI, help me understand that and help me work out where I should be implementing that within my organization. And you know, we actually have some amazing case studies already where we have increased efficiency by 1,000% from some of the recommendations that we\u0026#8217;ve made that our clients have gone ahead and implemented. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:05:11] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eAnd then at the other end, we\u0026#8217;re getting questions around how is AI going to change the way that my organization interacts with customers? What is the impact of AI on my brand? If my brand is the most important asset to my organization, how can I protect my brand from this future? How can I make the best use of the assets that I have right now to leapfrog myself into a positive future? Or do I have the right capabilities in my organization going forward based on the way that AI is reshaping my whole industry? Or what\u0026#8217;s the business model for products and services if AI is changing the way that customers interact with the products and services that I am delivering right now? So, we\u0026#8217;re getting a lot of questions at the business model and the organizational level too and the brand level, where organizations are asking us to help them define how AI is going to influence their future strategy, their future business model, the brand. So, we\u0026#8217;re getting it at both ends of the spectrum. So, there\u0026#8217;s a lot of questions coming in on how AI is going to influence the future of our clients’ businesses.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:06:19] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eThese questions around delivery, efficiency and strategy are defining the conversations we\u0026#8217;re having with clients about AI, ultimately, moving from theory to implementation is, at its core, a design challenge.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:06:31] Jess Leitch: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWe\u0026#8217;re doing a lot of work right now to implement AI solutions in organizations and the reason that they\u0026#8217;re coming to us for that is that they want us to look at how journeys are laid out. Sometimes these organizations don\u0026#8217;tunderstand themselves how a journey is delivered. And so, they\u0026#8217;ll come to us and we\u0026#8217;ll be the single source of truth of how a journey actually functions end to end. And it\u0026#8217;s a discovery process for everyone, basically, being able to map out how something is delivered and so being able to not assume that because a process is mapped out in a certain way, that\u0026#8217;s how something gets done, I think is one of the core kind of tenants of design. And, you know, I think you know of design thinking, it\u0026#8217;s actually finding out how the different parts of the puzzle fit together, talking to the people who are involved, bringing in the different elements that are part of delivery, not just assuming, because that\u0026#8217;s how things are written down, that\u0026#8217;s how they\u0026#8217;re delivered. Those kinds of programs where we\u0026#8217;re able to kind of connect the dots in a way that, in a way that an organization has never been able to as those are always my favorite kind of programs, those are the kinds of problems I like to solve, really. And as I said, increasingly, we\u0026#8217;re being asked to solve those problems and use AI to to help improve the way that services are delivered to customers, whether it\u0026#8217;s across B2C or B2B and that will mean creating more capacity in their organization to do better cost, to deliver better customer service or to do things faster or do things in a in a more cost effective way as well. So, I\u0026#8217;m very focused on the service design background, the thing that I\u0026#8217;m really motivated by is making sure that an organization is enabled to deliver on the promise that\u0026#8217;s made by the marketing that they put out into the world. Those are my favorite kinds of projects where we can help organizations to diagnose those kinds of problems and improve the way that they\u0026#8217;re delivering services to their customers or patients or guests or whoever it happens to be.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:08:29] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eTechnology is impacting how people interact with brands. A good example of this is the rise of large language models or LLMs. LLMs are, of course, becoming part of everyday life, changing how we shop, how we seek advice and how we make choices. And as Jess explains, organizations are having to adapt fast.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:08:48] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e The growth of LLMs as a tool has been extraordinary. I mean, I don\u0026#8217;t think we\u0026#8217;ve seen anything quite like it in our recent history.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003cspan data-contrast=\"none\"\u003eOver 50% of Americans are using LLMs in their daily life. So, they\u0026#8217;re using Claude, they\u0026#8217;re using ChatGPT, they\u0026#8217;re using Gemini, they\u0026#8217;re using Copilot and the vast majority of them are using them for online shopping. They\u0026#8217;reusing it for financial advice. They\u0026#8217;re using it for self-help. And then you know that that e-commerce use case where people are actually asking for recommendations or actually making purchases through LLMs has been a huge change to the way that we buy things online and there is a potential to disintermediate brands from their customers, because they\u0026#8217;re now making purchases through LLMs, rather than directly through the brand\u0026#8217;s application or the website\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:09:42] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e This has driven quite a lot of our clients to come to us and ask us to do work with them on the future of their organization, how AI is going to impact them. And so we have been applying our futurecasting methodologies to help them think through what a future could look like for them, where AI is taking a major role in how their organization functions basically. and in those scenarios, what we\u0026#8217;re doing is we\u0026#8217;re building out a variety of potential worlds where this business or this brand, this organization, has a different function, basically, and there are different consumer behaviors. There are 10 different potential business models. There are different organizational structures within these scenarios. and we\u0026#8217;re doing that to help this organization think through where do they want to place their bets, basically in a way that is not at the functional level but is very much at kind of a vision level for where they want to take their organization forward. So we\u0026#8217;re doing a lot of that work right now to help leaders think through how AI is going to impact their organization. And then we\u0026#8217;re also doing it at the functional level too. So, we\u0026#8217;re helping kind of customer leaders think about, what does it mean to be customer in this in this kind of age of generative AI, what is it? What are the implications for the marketing function?\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:05] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So, we\u0026#8217;re helping organizations think through what are the implications of this for their brands? How do they find customers? How do they share new products and services? How do they make sure that they\u0026#8217;re showing up in these LLMs in the way that they had intended? So, you know, there\u0026#8217;s even new fields emerging, like GEO, which is generative engine optimization, where we\u0026#8217;re helping clients understand the impact of that on their brands as well.\u003c/span\u003e \u003cspan data-contrast=\"none\"\u003eAnd then we\u0026#8217;re also using tools like AI readiness assessments at a functional level to kind of the top down of the futurecasting with the bottom up of the AI readiness to actually put a practical plan together to help the organization move forward.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:43] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eBut as new AI tools spring up and become universally accessible, what truly differentiates one organization from another is how effectively they apply them.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:11:53] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e It is the secret sauce question, huh? It\u0026#8217;s like, if you have the same tools, how do you get to a different outcome? And it\u0026#8217;s about the people who are applying them still, and the way that you bring different skills together to apply those tools. So, I think one of the differentiators that I always talk about why frog is special is the way that we bring different disciplines together and the way that we are. Think about strategy from a making and an experimentation standpoint, rather than a theoretical standpoint. And so, I think that that continues in this age, the tools are different. So, we\u0026#8217;re using different AI tools and that is reshaping the way that we think about how products and services are being delivered. And you know, it\u0026#8217;s going to change UX paradigms and it\u0026#8217;s going to change the future of what products and services look like and the way that we use those tools now at frog depends on the way that, you know, we think about running our programs, the people that we have in our teams, the way that we leverage our previous history as well.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:12:58] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I always say that being a frog, it\u0026#8217;s like a positive virus. You kind of learn to be a frog by being in contact with other frogs and so the virus gets passed on. It\u0026#8217;s a, it\u0026#8217;s a, it\u0026#8217;s, it\u0026#8217;s, it\u0026#8217;s one of those things that is just very, very specialabout this place, that and it\u0026#8217;s and it\u0026#8217;s learned from other frogs. And so, you know that\u0026#8217;s what makes it different. I think you could, you could use the same tools, but come to a different outcome, I think and it\u0026#8217;s to do with the people and the learnings and how those have been passed down through kind of generations of frogs and the different types of skills that we have that we bring together in different ways. And it\u0026#8217;s just unique, I think, to this particular organization.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:13:34] Elizabeth Wood: \u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003eWe’re going to take a short break. When we return, Jess will tell us about how she’s using AI not just at work, but in her everyday life. She will also talk about the concept of vibe-coding and the limitations of AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n"},{"acfFcLayout":"report_link_out_block","image":{"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploadedTo":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","mediumWidth":300,"mediumHeight":287,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","mediumLargeWidth":640,"mediumLargeHeight":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","largeWidth":640,"largeHeight":613,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536X1536Width":1268,"1536X1536Height":1214,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048X2048Width":1268,"2048X2048Height":1214}},"description":"For more on the co-evolution between humans and AI download our latest frog report ‘Futurescape: Artificial Realities.’ ","reportLink":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:04:18] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e Now back to Jess Leitch, Head of frog North America. We asked Jess just how often she thinks people should be using AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:14:22] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e All day, every day. I think that it is essential for anyone in the design industry to be using it. I think that it is reshaping consulting as an industry, reshaping agencies. I think that it is absolutely essential that everyone is making use of it. I mean it\u0026#8217;s a tool that I think accelerates everything in your daily life. I\u0026#8217;m using it for work. I\u0026#8217;m using it for fun. I\u0026#8217;m using it to do things that I had never been able to do in the past. I\u0026#8217;m using it for just, just to make your life a little bit better. I was, I was telling someone the other day, I live in the Bay Area and, you know, summer here is not the best, especially in San Francisco\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e. it gets a bit gloomy. And so, I spend a lot of time looking at the different parts of the Bay Area where it\u0026#8217;s sunny and where it\u0026#8217;s going to be potentially sunny on the weekend. And so, I built a little web app using a couple of applications like Lovable and a few other applications to help me forecast where I should be driving to on the weekend, where it\u0026#8217;s going to be sunny and where I can take my kid to go swimming. So, it gives me a recommendation of where it\u0026#8217;s going to be closer to 80 degrees and that just makes my life a little bit better. Instead of having to flick between all of these different locations and spend my time doing that, it gives me kind of a little customized recommendation. You know, being able to do those kinds of things for myself is amazing. It really just makes my life a little bit better. And everyone is going to be able to do that. So, there\u0026#8217;s, it\u0026#8217;s really, again, democratizing product and product building and allowing people to bring to life things that they\u0026#8217;re imagining in a way that they\u0026#8217;ve never been able to do before. And so, for designers who have these huge imaginations, to be able to use some of these tools to bring those ideas to life is just exciting. And it\u0026#8217;s an extraordinary time to be, to be in this field.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:16:16] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e New AI tools allow people with little to no technical background to build digital products, and it\u0026#8217;s already changing the way people prototype and test ideas thanks to a process called vibe coding.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:16:26] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e Vibe coding was a term that was coined by a computer scientist and the co-founder of OpenAI Andrej Karpathy. And he used the term to describe a coding approach that relies heavily on AI, where you\u0026#8217;re basically using natural language prompts to generate the code rather than manually writing the code, essentially giving the vibes of what you are trying to do, instead of writing the specific code. And so yeah, so it\u0026#8217;s using AI to generate code based on natural language descriptions. And so there\u0026#8217;s no detailed coding associated with it, but that you are using natural language-based prompts basically to come up with the code, basically\u003c/span\u003e\u003cspan data-contrast=\"none\"\u003e.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:17:11] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e It\u0026#8217;s building a little application based on prompts that come from you. And then, you know, at the back end, then you\u0026#8217;re connecting up some APIs and set it up like you would any other kind of web app but what it\u0026#8217;s doing is accelerating the build process. So it\u0026#8217;s taking, you know, it\u0026#8217;s taking a lot of the effort away that you would have around building some of these, like just bringing to life and prototyping, some of these ideas that otherwise would seem a little bit too heavy lift to have a go at building. Do you know, the other thing that it\u0026#8217;s really helpful for is, you know, when we are putting proposals together or trying to prove out a different ideas, it’s being able to use those kinds of tools to actually see if an idea works and make it and bring it to life is huge.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:17:55] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So those ideas that you have where you\u0026#8217;re like, Oh, I wonder if that would work. And so it\u0026#8217;s a really fun, easy way to try those kinds of ideas that you come up with in the middle of the night and you\u0026#8217;re like, would that work? And so, there are tons of tools that have sprung up to enable this kind of vibe coding. And, you know, Lovable is one of those tools that is that\u0026#8217;s very popular for it and it\u0026#8217;s increasingly making its way into the suite of tools that the professional kind of design consulting industry are using.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:22] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e These tools are also just revolutionizing industries like marketing and the way that content is being created, the way that content is being managed. So it\u0026#8217;s hugely impactful.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:31] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e But even with all this innovation, there’s still something deeply human at the core of design. This is something Jess brings into focus as she reflects on the limitations of AI.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:18:40] Jess Leitch:\u003c/span\u003e\u003c/b\u003e \u003cspan data-contrast=\"auto\"\u003eIt\u0026#8217;s very early days and I and I think that there is, I think there\u0026#8217;s a lot of hype and I think that there are a lot of use cases that are yet to be proven out. I think that humans are intensely interested in other humans. And I think thatthat\u0026#8217;s not going away. And I think that when we are in situations where we are where there\u0026#8217;s emotion involved, where we want something that feels high quality, where we want to feel looked after. There\u0026#8217;s no substitute for another human.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:19:12] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e A great example of where there was an early move or where I think that there is a sign that humans still are in the are in the lead. Another preference is when there is emotion involved, when there are tricky questions to be answered, where there is some discomfort\u003c/span\u003e\u003cspan data-contrast=\"auto\"\u003e. And so I think we\u0026#8217;re still, you know, we\u0026#8217;re still very far away from AI proving out a number of different use cases, in particular, in those places where people are looking for human connection, emotion and, yeah, it\u0026#8217;s just not going away our interest in other humans that that\u0026#8217;s, I think that\u0026#8217;s forever.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:19:44] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e While the importance of human connection remains constant, design itself continues to evolve. One significant shift is how design has moved from being seen as a support function to becoming a strategic force. Jess explores this transformation in more detail.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:20:00] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e As a function over time, I think design has been promoted within organizations to really sit alongside kind of product and technology as this kind of essential tool for innovation and transformation. And so in particular during the pandemic, I think we saw design really promoted and, you know, as the pandemic acted this, this kind of catalyst for digital maturity, we saw organizations really reroute a lot of investments into digital channels and do a lot of hiring into design and also in product and tech to build out these channels. And, you know, I think we saw a lot of organizations hit that first stage of their kind of digital transformation goals throughout, you know, during the pandemic and I think that changed our expectations as consumers permanently, you know, that really raised our expectations up. That was a huge turning point for the design industry, I think. But after, after that period of time, I think what happened was that organizations realized that they spent more on digital and on design than they were planning to spend and perhaps hired more people than they had anticipated hiring and you know, that they had, you know, there were some organizations that had kind of sprung design and technology and product teams up in lots of different parts of the organization. And you know, there was increasing levels of complexity, I think, and perhaps had found that it was more difficult to manage those teams than they had anticipated. And you know, despite all the hiring, there were organizations who were finding that there were capability gaps and they were really struggling to kind of orchestrate and to see kind of a return on investment, on all the capital that had been invested into into these teams. And you know that this was leading to kind of some delays in, you know, not just that, not the first wave of their digital transformation goals, but kind of the next wave. \u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:21:37] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I think what has happened now is that organizations are really looking for help to kind of streamline and scale and improve the quality of their in-house teams and and we\u0026#8217;re seeing a real change in investment focus away from these kind of like piecemeal innovation oriented projects and and towards more kind of longer term strategic partnerships and and programs focused on kind of fixing essential issues and and, you know, the leaders in the design space are much more varied and they\u0026#8217;ve really matured into experts and they bring a lot higher expectations of impact to their existing design teams and to the partners that they\u0026#8217;re working with. And then, of course, you know, AI is driving an expectation that design teams move faster and that they have that there\u0026#8217;s more explorations and more directions and they\u0026#8217;re doing things at a higher quality, and everything is just moving faster than ever. And then you know, at the same time, we\u0026#8217;re also seeing more offshoring and near shoring happening and that those teams have increasingly high-quality delivery. And so, you know, there are just improvements that need to be made to these to overall design capabilities, to make sure that the impact of investments\u003c/span\u003e \u003cspan data-contrast=\"auto\"\u003ein digital are realized.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:22:48] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e And as expectations rise, so does the need for smarter partnerships. Jess shares how frog is helping organizations scale design and embed it into how they work and grow.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:22:58] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e We\u0026#8217;re in a place where to maintain competitive advantage. Leading organizations that we\u0026#8217;re working with, are kind of looking for a different type of design partner and a different type of design partnership and they don\u0026#8217;t want bodies. They need expert services and they want an organization that\u0026#8217;s going to have a long-term relationship with them and a long term partner to improve the quality and the speed of delivery of their own teams. and I think that this is driven from, you know, an increase in the expertise of these buyers, but also that, the types of things, the problems that we\u0026#8217;re working on are more complicated. They can\u0026#8217;t be solved in just one program over an eight to 12-week period of time. They require a much longer relationship so that we can understand who the customer is, who are their stakeholders and who their end customer is and that\u0026#8217;s what these buyers want now. So you know, we\u0026#8217;re really getting this asked to partner in a different way and, you know, so that\u0026#8217;s why we\u0026#8217;re, we\u0026#8217;re doing a lot more of these kinds of design partnerships and it\u0026#8217;s really an offer to that\u0026#8217;s customized for each organization to help them scale and amplify the impact of design within their organization. And basically, whatwe do is we look at how the design teams strategy is set up, how they\u0026#8217;re orchestrated and how that\u0026#8217;s kind of aligned to the rest of the organization. We help the team understand how they\u0026#8217;re hiring and developing and growing and retaining the right talent. We help them look at the design execution. So how do they set up their metrics and how are they set up to get to the right results? We help them understand the best way to set up their design ops, so implementing and, you know, scaling up their governance and and also, you know, the the practical processes around setting up design ops in a way that is that makes sense in, you know, this kind of AI influence world. And then we also help them to work on, obviously, their design systems and how to scale the return on investment in their products and the the design team using design systems. helping organizations to really embed and make the best use out of their design team and really leverage everything that we\u0026#8217;ve learned from having our own investment in designers and design culture for over 50 years.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:25:07] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e So, what do you do when the future feels like it’s arriving faster than you can plan for it? Jess has some thoughts and a few words of encouragement for anyone wondering how to move forward without getting swept up in the hype.\u003c/span\u003e\u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003e[00:25:18] Jess Leitch:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"none\"\u003e I think that you need to start trying things and whether that is trying things on yourself to start, I\u0026#8217;m seeing a lot of clients have success trying some of these new products and tools internally first and getting some great results, but don\u0026#8217;t, don\u0026#8217;t just wait. I think that it\u0026#8217;s really important to take action and start experimenting and I think you can do that in a way that is controlled and I also would say don\u0026#8217;t let the pace of change create too much anxiety in your organization. I think that there is a lot of hype, too. There are cycles of hype. And I, you know, one of the things I\u0026#8217;ve been saying a lot recently is that, you know, organizations adopt things at different rates and they always have and they always will. There are some organizations who haven\u0026#8217;t moved to cloud yet. So there are different rates of change that are appropriate for different organizations.\u003c/span\u003e \u003cspan data-contrast=\"auto\"\u003eAnd I think the important thing is to start trying and not be paralyzed and to not overthink things and to try what makes sense for your organization, for your context and where you are strategically. That would be my advice. I think, you know, have a bias towards action, but don\u0026#8217;t get caught up in the hype.\u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cb\u003e\u003cspan data-contrast=\"auto\"\u003e[00:26:29] Elizabeth Wood:\u003c/span\u003e\u003c/b\u003e\u003cspan data-contrast=\"auto\"\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and a link to download frog’s new \u003c/span\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003e\u003cb\u003e\u003cspan data-contrast=\"none\"\u003eFuturescape report.\u003c/span\u003e\u003c/b\u003e\u003c/a\u003e \u003cspan data-ccp-props=\"{\u0026quot;201341983\u0026quot;:0,\u0026quot;335559739\u0026quot;:0,\u0026quot;335559740\u0026quot;:240}\"\u003e \u003c/span\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e\u003cspan class=\"TextRun SCXW110452905 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e[00:\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e26\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e:\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e42\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e] Elizabeth Wood:\u003c/span\u003e\u003c/span\u003e\u003c/strong\u003e\u003cspan class=\"TextRun SCXW110452905 BCX4\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e We really want to thank our guest, Jess Leitch, Head of \u003c/span\u003e\u003cspan class=\"NormalTextRun ContextualSpellingAndGrammarErrorV2Themed SCXW110452905 BCX4\"\u003efrog\u003c/span\u003e\u003cspan class=\"NormalTextRun SCXW110452905 BCX4\"\u003e North America. \u003c/span\u003e\u003c/span\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify \u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s frog.co. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"slug":"jessica-leitch","authorName":"Jess Leitch","bio":"\u003cp\u003eAs Head of frog North America, Jess is responsible for leading the frog business in North America. With a background in Service Design, Jess has spent the past 15 years leading teams in the design and launch of new products, services and businesses. Prior to frog, Jess was the Head of Service Design and Head of Studio at idean. Originally from Sydney, Australia, she lived in London for a number of years before moving to the US in 2019. In London, she received her Masters in Service Design.\u003c/p\u003e\n","designation":"Head of frog North America","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":36591,"title":"jessica-leitch","filename":"jessica-leitch.png","filesize":61348,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","link":"https://www.frog.co/authors/jessica-leitch/attachment/jessica-leitch/","alt":"","author":"30","description":"","caption":"","name":"jessica-leitch","status":"inherit","uploadedTo":36590,"date":"2021-10-11 18:51:34","modified":"2021-10-11 18:51:34","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":500,"height":500,"sizes":{"thumbnail":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","mediumLargeWidth":500,"mediumLargeHeight":500,"large":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","largeWidth":500,"largeHeight":500,"1536X1536":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","1536X1536Width":500,"1536X1536Height":500,"2048X2048":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/10/11185134/jessica-leitch.png","2048X2048Width":500,"2048X2048Height":500}}},{"slug":"elizabeth-wood","authorName":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploadedTo":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 20:43:59","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1068,"height":1068,"sizes":{"thumbnail":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2-300x300.jpg","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2-768x768.jpg","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2-1024x1024.jpg","largeWidth":640,"largeHeight":640,"1536X1536":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","1536X1536Width":1068,"1536X1536Height":1068,"2048X2048":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","2048X2048Width":1068,"2048X2048Height":1068}}}]},{"acfFcLayout":"divider","fullWidth":true}],"ifRelated":{"image":{"id":86585,"title":"Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image","filename":"Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image.jpg","filesize":165882,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Ep58_Futurescape_Design_Partnerships_Jess_Leitch_share_image.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-58-when-human-connection-meets-ai/attachment/ep58_futurescape_design_partnerships_jess_leitch_share_image/","alt":"","author":"30","description":"","caption":"","name":"ep58_futurescape_design_partnerships_jess_leitch_share_image","status":"inherit","uploadedTo":86345,"date":"2026-04-15 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Mind frogcast Ep.57 – Writing the Future of AI","description":"Our Guest: Sheldon Pacotti, Technology Director, frog, part of Capgemini Invent","topics_title":"","topics":false,"author":"Podcast","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e we welcome Sheldon Pacotti, Technology Director at frog North America to talk about on using AI to create meaningful connections and the power of the parasocial.\u003c/p\u003e\n\u003cp\u003eSheldon’s passions for technology, fiction writing and game design have influenced his work and his life. And may inspire you to write your own chapter in the world of design.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFor more on the co-evolution between humans and AI download our latest frog \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/d7845226-5abf-4e83-9834-35247700e595?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 57:\u003c/strong\u003e Writing the Future of AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Sheldon Pacotti, Technology Director, frog, part of Capgemini Invent\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:19] Elizabeth Wood:\u003c/strong\u003e Today on our show, we’re talking about the interplay between worldbuilding in a creative sense, such as within the context of gaming and literature, and in the context of using technology to design the world around us. To do this, we’re joined by Sheldon Pacotti, Technology Director for frog North America. Sheldon talks to us about the evolving role of AI agents, the concept of hyper-personalization and the potential for AI to create more meaningful interactions.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:45] Elizabeth Wood:\u003c/strong\u003e Alongside his work as a technologist at frog, Sheldon is also a game designer and an author of fiction, so he has a lot to share about the ways in which his passion for technology and writing influence one another. Here’s Sheldon now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:58] Sheldon Pacotti:\u003c/strong\u003e It is a two-way street. My technology work does spark ideas for my fiction, and vice versa. I\u0026#8217;m actually currently writing a novella where the enterprise is becoming fully autonomous, and so that\u0026#8217;s that\u0026#8217;s the question I\u0026#8217;m asking: how does this feel to the employees, and what is this enterprise accomplishing when it\u0026#8217;s moving faster than humans can even quite understand? So there\u0026#8217;s definitely a two-way cross-pollination going on.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:21] Sheldon Pacotti:\u003c/strong\u003e I\u0026#8217;m Sheldon Pacotti. I\u0026#8217;m a Technology Director. I lead the solutions architecture group at frog North America.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:27] Sheldon Pacotti:\u003c/strong\u003e Fiction writing actually is very much design, especially, I do write a fair amount of science fiction. It\u0026#8217;s not the only thing I write, but I write near-future stuff where I have to think about augmented reality and virtual reality and AI and different things like that. And so I find myself often asking, really, how is this going to work? If you have a contact lens in your eye that\u0026#8217;s beaming stuff on your retina, and then you\u0026#8217;re in communication virtually with all these other people, what are you really going to want to do? Or how are you going to signal to the system that you want to bring up a data visualization or something? And there end up being a lot of mundane questions that I end up asking just writing a story. And so it kind of fills my head with ideas before we ever get to a project where we\u0026#8217;re trying to design something that\u0026#8217;s somewhat futuristic.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:08] Sheldon Pacotti:\u003c/strong\u003e I have the same origin story as most technologists my age. I\u0026#8217;m in the mid-50s, and so I bought them all those department store computers from the 80s. And these were like $100–200 little toys you could pick up that were barely computers from what we would call today. And for me, the reason I wanted it so badly is I was seeing video games in the world kind of showing up in every place you could imagine, like laundromats and restaurants and stuff. Really wanted to make video games, and it was all about just trying to make these experiences that I thought could be possible. They weren\u0026#8217;t really out there in the world yet, but I imagine these scrolling video games with like forests to explore and things like that. And so that was pretty formative I think, because it turned me into a technologist and had tons of fun with it once I learned to code and everything.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:49] Elizabeth Wood:\u003c/strong\u003e Sheldon’s passion for coding and gaming led him to studying at MIT and Harvard, but it was during his education that he began exploring other creative paths beyond conventional engineering.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:59] Sheldon Pacotti:\u003c/strong\u003e I think throughout my life, each of the key moments, I was striving for some kind of opportunity to create an experience that wowed people. And I think that\u0026#8217;s part of what took me out of MIT. I think the education there was fairly mundane in some ways. I was learning engineering and whatnot, and wanted to write fiction as well. So I ended up taking a course at Harvard, I cross-registered there. I tried really hard, and the professor there wrote a recommendation for me that eventually got me in there as an English major. So I ended up kind of doing both degrees. But again, it was kind of the striving for entertaining people, or just kind of making them experience something. For me, what made gaming so engrossing is that it\u0026#8217;s not just writing a linear story or, you know, imagining a certain fixed experience. It\u0026#8217;s also all the logic and possibility and exploration that a video game brings.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:47] Sheldon Pacotti:\u003c/strong\u003e So that where I found my sweet spot in the business as a professional but also just creatively, is where you\u0026#8217;re inventing a fictional universe, but you\u0026#8217;re also thinking about all the things that the player/user is going to want to do, and accommodating that, you know, with code and logic and all the technical pieces that go into that. And I think in terms of, I guess, my professional career as a game developer, the area I focused on was narrative design and writing. So I tend to approach interaction from the notion of, you know, what is this experience that the the end-user is going to inhabit? And so I think that perspective is always there when we when we start a new project.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:27] Sheldon Pacotti:\u003c/strong\u003e You know, we have many of these corporate projects where we will be doing gamification or something, that\u0026#8217;s the corporate word for bringing in some of these interactions. And I think what I always have from the game business is there\u0026#8217;s the really strong effort to create meaning. You know, when you\u0026#8217;re creating a fictional game world, you\u0026#8217;re creating interactions where you care about the gold you\u0026#8217;re collecting, or whatever you care about the thing you\u0026#8217;re going to be able to do with the item you found. And so in the corporate world, when we look at gamification, you\u0026#8217;re scoring points and you\u0026#8217;re able to buy things and whatnot. So how do you make that actually meaningful? Not just make our website have this thing in it that everybody else has, but how is actually a meaningful experience for the user?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:55] Sheldon Pacotti:\u003c/strong\u003e I think the key to achieving any kind of truly meaningful experience is that model of the user—and in the game business that\u0026#8217;s the player, and you care about how powerful they are, what class they are and things like that. In the corporate world, you care about who they are—and so that\u0026#8217;s a point of view that we bring a lot of times to projects where we look at the data across an organization. What do you know about this user? Have they talked to customer service? Are they having a current problem? Are they a pro-user or a high-wealth-individual? If it\u0026#8217;s a bank, right? You know all the things you know about the person, then how do you tailor an experience to that and respond to them so that they feel like they\u0026#8217;re being seen and understood?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:32] Elizabeth Wood:\u003c/strong\u003e At frog, designing and building products and services goes beyond designing interactions to serve user needs–it’s about understanding the influence these novel concepts might have, imagining scenarios where these concepts play out, and being intentional about their impact. Here, Sheldon shares more about the technologist\u0026#8217;s role in this process.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:52] Sheldon Pacotti:\u003c/strong\u003e Technology at frog is a little different than at most companies. We tend to be on very small teams, cross-disciplinary teams, where we might have one or two technologists with one or two designers, strategists and so on. So we\u0026#8217;re very tightly integrated. We are doing everything technologists do. We\u0026#8217;ll code proof the concepts. We might do alpha builds of things, hands-on coding architecture and whatnot. But also a lot of strategy, a lot of co-creation. And so what we do as solutions architecture group is bring pretty much that kind of full kitchen sink of capabilities to a project and work with a team to get things built and done, but also to hopefully help them be thoughtful about how they use technology.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:30] Sheldon Pacotti:\u003c/strong\u003e One thing we try to accomplish as technologists is to bring an understanding of the underlying technology to a team that\u0026#8217;s kind of very generic, but I think there\u0026#8217;s two parts to it. One is there needs to be a realistic understanding of what the technology is. Then also, you know, what it means to the end-user. What\u0026#8217;s the impact on the user? I was thinking like a sci-fi example I bring up a lot is the way that science fiction writers approached escalators back in the 40s and 50s. They imagine them being built out throughout all of society. So you\u0026#8217;d have escalator, you know, moving sidewalk, highways, where you could get into one lane, it would be 10 miles an hour the next lane, 15 till your fast lane is going 70 miles an hour to take you to the city. I think we have a tendency to take a technology and just extrapolate into the future to the extreme. We\u0026#8217;re doing it with AI right now, with these conversational interfaces. We\u0026#8217;re imagining that there\u0026#8217;ll be no UI, there\u0026#8217;ll be nothing else. We\u0026#8217;ll just be talking to our bots.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:18] Sheldon Pacotti:\u003c/strong\u003e I hope that as technologists, we help teams understand what technology really is likely to be used for, what it can become, but then also what that impact is.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:26] Sheldon Pacotti:\u003c/strong\u003e Back to social media as an example where technologists could have done a lot, I think, to educate companies when they were building algorithms around social media about what impact it was likely to have. Maybe we couldn\u0026#8217;t have known all the ramifications. But I think that\u0026#8217;s an example where if your KPI at your company is to maximize clicks or whatever, there\u0026#8217;s another side of that, you know, not just the advertising dollars, but what\u0026#8217;s happening to the person on the other end.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:48] Elizabeth Wood:\u003c/strong\u003e The continued use of social media and our always-online lifestyle has given rise to parasocial relationships. These are onesided relationships where someone feels a sense of closeness or familiarity with a person who doesn’t know them. This often happens with influencers, streamers, celebrities, and now even AI, where constant digital presence can create the feeling of a real connection without any mutual relationship. During our conversation, Sheldon shared his view on where these parasocial connections might lead us.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:19] Sheldon Pacotti:\u003c/strong\u003e I think, to really understand parasocial in today\u0026#8217;s world, we should go back to where that term was first being used, the way we\u0026#8217;re using it today, which was back in the 1950s where psychologists thought that there were essentially pathological, social and or emotional behaviors that were emerging because of mass media, where just sitting in front of a movie they saw as a parasocial relationship. There\u0026#8217;s a great phrase they used, which was \u0026#8220;simulacrum of conversational give-and-take\u0026#8221; or something like that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:45] Sheldon Pacotti:\u003c/strong\u003e So they were looking at just a movie back then, as a simulation of a relationship. And so for me, the reason it came to mind as a trend that\u0026#8217;s happening today, I had a specific client in mind, and it was a regional bank where part of their identity was that they were very friendly and that they cared about their each individual customer and everything. And they had a KPI where they would grade each branch on the amount of time it took for somebody to be greeted, but when you entered the branch. And so as researchers were in the field researching, we of course tried to test this, or we tried to sneak into the bank, or quietly kind of collect somewhere, and we couldn\u0026#8217;t do it without being greeted very quickly. People would come out of side offices to greet us. So it was a very core part of the bank, and our project was to help the bank transition into a digital world. So this was a web and mobile at the time we were doing it, and so we were asking all those questions around, you know, what is this essence of your brand? What do you know about the people you\u0026#8217;re talking to, so that it is a personal relationship? How do we embody this in the platform and the experience? And so today, I see with conversational interfaces and AI, that\u0026#8217;s becoming possible, in a way it wasn\u0026#8217;t possible then, where we really are talking to users, and that\u0026#8217;s a question every organization is now facing, is, well, if we\u0026#8217;re going to have a conversation automatically created for each customer, how do we make that actually express our brand, and how do we actually make it a friendly, personal, meaningful conversation?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:59] Elizabeth Wood:\u003c/strong\u003e Thinking further out about the power of the parasocial, Sheldon believes things are evolving in unexpected ways, especially with the rise of AI and hyper-personalization.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:10] Sheldon Pacotti:\u003c/strong\u003e Yeah, I think the parasocial phenomenon in modern times is on track, I think, maybe to an unexpected destination. The midpoint was social media, where you have likes and comments and things like that. They\u0026#8217;re sort of, you know, virtual, but yet somewhat real. There\u0026#8217;s still a real person at the other end. So that that\u0026#8217;s all termed parasocial, because, you know, really, especially if it\u0026#8217;s a celebrity, you\u0026#8217;re not, is really a one sided relationship, and that\u0026#8217;s kind of the core parasocial. But the question in my mind is, what happens with AI when it\u0026#8217;s not entirely one-sided, where the AI really does understand you and does respond? And there\u0026#8217;s this phrase I\u0026#8217;m hearing tossed around: hyper-personalization.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:42] Sheldon Pacotti:\u003c/strong\u003e Hyper-personalization starts to become possible in this relationship. So is that actually still one-sided, or is it actually even more social than the case where at the bank, someone rushes out and greets you you\u0026#8217;ve never seen before in your life? Now you go to the bank and talk to an AI, but it actually knows everything about you and is friendly, and gets, gets the thing done you want to do. Is that actually more social than than the previous state of affairs?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:04] Sheldon Pacotti:\u003c/strong\u003e Yeah, I think with an advanced AI system, the core question is, is it creepy or is it cool? We actually had a demonstration at South by Southwest years ago, where it was a robot that was sort of your companion and watching you, and had a camera and an eye and everything. And we took a poll, is it creepy or is it cool, right? And I think that\u0026#8217;s the case with AI, where it\u0026#8217;s probably a little bit of both. It\u0026#8217;s somewhat dystopian to think that these systems will know everything about us instantly, but then it\u0026#8217;s also probably very helpful and comforting that you actually are understood. You\u0026#8217;re not just a number. You know when you call into a phone system today, and then some of these are semi AI-driven and just doesn\u0026#8217;t understand what you want, and you can\u0026#8217;t get to a real person. That\u0026#8217;s That\u0026#8217;s very frustrating, but if it actually worked, then maybe there would be some comfort there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:48] Elizabeth Wood:\u003c/strong\u003e We\u0026#8217;re going to take a short break. When we return, Sheldon will share more about agentic AI and the principles of building agentic AI systems.\u003c/p\u003e\n"},{"acf_fc_layout":"report_link_out_block","image":{"ID":86210,"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploaded_to":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","medium-width":300,"medium-height":287,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","medium_large-width":640,"medium_large-height":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","large-width":640,"large-height":613,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536x1536-width":1268,"1536x1536-height":1214,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048x2048-width":1268,"2048x2048-height":1214}},"description":"Featured in this episode is the recent frog report ‘Futurescape: Artificial Realities.’ ","report_link":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003e[00:11:57] Elizabeth Wood:\u003c/strong\u003e Now back to Sheldon Pacotti, Technology Director for frog North America\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:32] Sheldon Pacotti:\u003c/strong\u003e The definition of agent is probably a little fuzzy in terms of how it actually shows up in technology, but essentially, it\u0026#8217;s a very sophisticated model that is able to use tools. And tools are essentially any action that the AI can take. And I kind of think the fact that the model is sophisticated and we don\u0026#8217;t quite understand what it does is part of the definition, because that\u0026#8217;s what makes it feels like a really an entity or a, AKA agent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:57] Sheldon Pacotti:\u003c/strong\u003e Today, typical actions are pretty basic. In my coding environment, the agent is just now able to do shell commands for me. So run commands on my computer to install software. I think it\u0026#8217;s wonderful. So it just starts. I ask it to write some code, and if it needs a dependency, it starts to install. It prompts me to see if it\u0026#8217;s okay, and then goes ahead and does the action. So agents can do basic things like buy things for us and whatnot today.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:17] Sheldon Pacotti:\u003c/strong\u003e There is the release of Operator from OpenAI that basically will read your web browser and go click and try to do stuff for you. An application that is pretty near-term, perhaps, is that an agent could be helping to buy and sell things for you or negotiate a price, or something like that. We may start ceding a little bit of decision-making power to them, and then if, in the mix of that, it can actually take an action in the world, then we consider that an agent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:39] Sheldon Pacotti:\u003c/strong\u003e Yeah, I\u0026#8217;m not really sure how most people are taking the news that agents are coming into their lives. I do think there are two sides to it, though, there are really two problems to be solved. One is the enterprise representing itself with agents and/or an agent. There\u0026#8217;s that, kind of, that craft that has to go around making sure that that entity is transparent and trustworthy and does the job righT, actually represents the company well. And then there\u0026#8217;s the human side, the individual side, and we\u0026#8217;ll have our own agents. And on that side of the equation is being able to understand what the agent is doing, you know, what boundaries are set around it, making sure it has your interests at heart, that it understands you. So I think there are those two areas. I don\u0026#8217;t think either of them are solved yet from a design or technology standpoint, I expect there is a lot of anxiety right now around this notion of agents and what they will actually bring into our world. As a technologist, I have some anxiety that I don\u0026#8217;t really want to turn over control of any process to an entity that can kind of just decide what pieces of code to run, right so that thought still makes me a little nervous, but it is coming, and we\u0026#8217;ll be needing to build systems that can do it gracefully.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:42] Sheldon Pacotti:\u003c/strong\u003e Trust is actually the design principle that\u0026#8217;s most important for AI agents and systems of agents actually wrote a general and futurist essay A while back for the Copenhagen Institute of Future Studies, where it predicted the future of computation like out for many years, and actually put agents as coming in 2026. So \u0026#8217;26 was going to be the year of the agent and for progression of computer design and principles and whatnot, the key to that was going to be a very crisp and honest representation across the Internet of everything that\u0026#8217;s out there. So products you could buy, things you could do, what a company is, who you are, and I imagine it\u0026#8217;s being done with technologies that are not going to be relevant today, I don\u0026#8217;t think like micro formats, ontologies, these things on the web that would tell you what things were. But that\u0026#8217;s still the enabling factor now. And so I think that as companies start to build agents, they\u0026#8217;re actually defining tools and what agent capabilities in natural language. That\u0026#8217;s actually the medium being used to create the capabilities that agents are using, and that\u0026#8217;s how agents will probably communicate with each other. So one company using another company\u0026#8217;s services or products or capabilities will probably be communicating a natural language to some extent. And so then it comes down to just telling the truth and not lying. I kind of wonder whether we\u0026#8217;ll have court cases where AI agents are accused of lying to each other. I\u0026#8217;m not sure, but that really is the starting point.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:59] Elizabeth Wood:\u003c/strong\u003e For Sheldon, the challenge and the opportunity is about understanding how a company can differentiate itself in a competitive landscape where many businesses are using similar AI technologies. For consumers, it’s about a shift in mindset to engage in a more interactive and collaborative conversation with AI to provide specific and valuable input, rather than just passively receiving responses.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:22] Sheldon Pacotti:\u003c/strong\u003e As a business to differentiate yourself with AI technology, you can\u0026#8217;t necessarily rebuild the entire engine of the AI, how it converses and what it does yourself, but what you do have control over is the data inside of it. And in a more personal way, that\u0026#8217;s what your product is and who your customers are, and so that\u0026#8217;s where you can differentiate and provide not just the technology, but the entity, the agent, the interlocutor, that sets you apart from other companies.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:49] Sheldon Pacotti:\u003c/strong\u003e One of the pitfalls right now in AI is that it is perceived as a black box, and I think that\u0026#8217;s where companies get in trouble, is when they think they\u0026#8217;ll just grab this thing off the shelf and it\u0026#8217;s going to do everything they want. It\u0026#8217;s still like every other technology, something that\u0026#8217;s engineered. It is part of a more sophisticated workflow or set of systems. And there are actually multiple ways you can use one model and prompt it in different ways in a sequence of steps to accomplish something. Ways you want to mix models together, ways you want to use more traditional AI technologies like embeddings to just kind of find a semantic neighborhood, or something like that. So whenever you get into wanting to accomplish something specific for a business, you want to be thinking about first, what is you want to do, and then translating that into an actually designed and architected system, which is going to be a lot more complicated than you initially imagine, as a super brilliant conversational black box.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:39] Sheldon Pacotti:\u003c/strong\u003e My initial reaction is that the coming of AI agents is the next level of disassociation of humans from each other, right? And on the surface, it seems like a dystopian situation, and there probably is a dystopian element to it, but I do think that they probably open up many opportunities for people to come closer together, in that they will create more ways for us to connect.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:57] Sheldon Pacotti:\u003c/strong\u003e I\u0026#8217;m reminded of a friend of mine had a business idea where she wanted to create a system that would help you plan a trip with a bunch of friends together, which is really heinous process of picking hotels and events and timings and all this kind of stuff. So that could be a piece of software. But if you imagine a world where everybody has an agent and you can kind of agree on a few parameters of what you want to do, then agents can actually make it easier to come together and do something together. I do think AI and automation in general is going to free up a lot of time. They\u0026#8217;ll be doing a lot of labor for us. I\u0026#8217;m using AI for my coding, and noticing about a 25x improvement in efficiency, counting all the stuff that I do, like writing a prompt and debugging and whatnot. So I do think that also may be a positive thing, where we are not necessarily needing to work 12 hours a day on a deadline to get something done that we may actually start moving toward a leisure society in some form.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:45] Elizabeth Wood:\u003c/strong\u003e For Sheldon, if there’s a lesson that we can take from the past to stay ahead of change and even thrive in the face of some of this uncertainty, it’s about not surrendering full control to technology’s advances—or letting potential negative influences feel inevitable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:00] Sheldon Pacotti:\u003c/strong\u003e In terms of learning from innovations that have gone well in the past. We could look at the early internet days of the 1990s and the rise of Google. Not all of your viewers will have been alive to experience this, but the internet in the 90s was essentially you went to a web page full all kinds of stuff you didn\u0026#8217;t want to see, and then you typed in a query like, you know, presidential election, and then a whole page of pornography links came up, and somewhere in there, it was something about the president of Venezuela or something, right?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:24] Sheldon Pacotti:\u003c/strong\u003e And then Google came along, where they had an algorithm that was able to find what was valuable out in the internet, and suddenly the internet worked, and everybody went to this one destination, and that\u0026#8217;s why Google is so powerful today. So I do think we can always look at the past where we think that a technology is actually disruptive or pernicious in some way, and there\u0026#8217;s probably a way to make it valuable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:44] Sheldon Pacotti:\u003c/strong\u003e As a technologist, moving into the world of AI, the one piece of advice I would have is not to take the AI behavior or whatever it is or model that you\u0026#8217;re working with as a given. There\u0026#8217;s always some way to change the model or use it in a different way than might be expected. And you really want to keep in mind what you want to accomplish and what you want the technology or product you\u0026#8217;re building to bring to the world.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:07] Sheldon Pacotti:\u003c/strong\u003e I think the key thing is, as a developer of the technology or user of AI, to not feel powerless, to not feel like this is the way it is, this is the way the world is, this is the way the technology is. There are always ways for you to shape it. And even as a user, if technology is built the way it should be, you should be able to build the brain of your companion AI that\u0026#8217;s that\u0026#8217;s helping you pick concert tickets or connect with your friends or whatever it is, find products. You should have control over that algorithm. It\u0026#8217;s basically bringing the algorithm into your own personal control, versus in the control of some entity. So there\u0026#8217;s always some level of control I think we have, and we have to keep that in mind.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:42] Elizabeth Wood:\u003c/strong\u003e Of course, Sheldon also shared some specific ways business leaders and creative teams can approach these changes to drive positive outcomes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:50] Sheldon Pacotti:\u003c/strong\u003e From a design and strategy standpoint, the key is always, what is the user value? And this is a pretty trivial thing to say, in a way, user centered design has been the mantra for a long time, but that\u0026#8217;s really the essence of anything we\u0026#8217;re building. We\u0026#8217;re building it for society. We\u0026#8217;re building it for people, and those people are called customers, oftentimes. But from a design and strategy standpoint, that is the perspective that is easy to lose once you\u0026#8217;re in the trenches building something and or selling something and making money. I think the next quarter century is going to be very dramatic. My side project now in technology is a application that uses AI to predict the future. So you go and you ask it questions, and then it generates a prediction, and you can save it to a database to kind of build up a view of the future. So I\u0026#8217;ve been testing it. It\u0026#8217;s still very young, and I\u0026#8217;ve been struck by how many pretty dramatic milestones are popping up in the 2030s and we don\u0026#8217;t necessarily trust that the AI is accurate on all this stuff, but things like the first automated mind in 2030 or the first human brain-computer interface in 2035 medical tech like cancer being cured around that time, longevity tech, and I think a lot of things are going to come together all at once that are going to change the way we have to view society into the social contract. Just all the automation is going to be happening with AI. And I do think it\u0026#8217;s going to be just like the Industrial Revolution, which we shouldn\u0026#8217;t think of in terms of a single moment where suddenly people were turned into factory workers. It\u0026#8217;s really a moment where a lot of people have to leave what they\u0026#8217;re doing a big wave of replacement of workers. And I\u0026#8217;m thinking of coders in particular, since I\u0026#8217;m able to code as 25 developers right now, myself, and then a gradual reassessment of society.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:24] Sheldon Pacotti:\u003c/strong\u003e There will be other types of jobs to do, all the things that naysayers of the doom and gloom say, all that will be true that\u0026#8217;ll come. It\u0026#8217;ll take about 20 years, and so I think there will be huge social shifts that\u0026#8217;ll happen, and we\u0026#8217;ll have to be very open minded in terms of what we think about the role of government, the role of people in society and how we get along with each other.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:43] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:51] Elizabeth Wood:\u003c/strong\u003e We really want to thank Sheldon Pacotti, Technology Director for frog in North America for his insights on AI, meaningful connections and the power of the parasocial. For more on the co-evolution between humans and AI, be sure to check our show notes for a link to download frog’s new \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities,’\u003c/a\u003e complete with 12 predictions and provocations about where our relationship with technology may be heading.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:15] Elizabeth Wood:\u003c/strong\u003e We also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify \u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s frog.co. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"ID":13140,"post_author":"30","post_date":"2020-07-08 11:19:05","post_date_gmt":"2020-07-08 11:19:05","post_content":"","post_title":"Sheldon Pacotti","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"sheldon-pacotti","to_ping":"","pinged":"","post_modified":"2025-06-25 18:34:47","post_modified_gmt":"2025-06-25 18:34:47","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=13140","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Sheldon Pacotti","bio":"\u003cp\u003eSheldon is a Technology Director at frog in Austin. 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She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitter_profile_link":"","medium_profile_link":"","author_image":{"ID":21629,"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploaded_to":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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Mind frogcast Ep.57 – Writing the Future of AI","description":"Our Guest: Sheldon Pacotti, Technology Director, frog, part of Capgemini Invent","topicsTitle":"","topics":false,"author":"Podcast","hideModule":false,"hidePost":false,"slugOverride":""}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eOn this episode of the Design Mind frogcast\u003c/strong\u003e we welcome Sheldon Pacotti, Technology Director at frog North America to talk about on using AI to create meaningful connections and the power of the parasocial.\u003c/p\u003e\n\u003cp\u003eSheldon’s passions for technology, fiction writing and game design have influenced his work and his life. And may inspire you to write your own chapter in the world of design.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode and watch the full video below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFor more on the co-evolution between humans and AI download our latest frog \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities.’\u003c/a\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/d7845226-5abf-4e83-9834-35247700e595?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 57:\u003c/strong\u003e Writing the Future of AI\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Sheldon Pacotti, Technology Director, frog, part of Capgemini Invent\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:19] Elizabeth Wood:\u003c/strong\u003e Today on our show, we’re talking about the interplay between worldbuilding in a creative sense, such as within the context of gaming and literature, and in the context of using technology to design the world around us. To do this, we’re joined by Sheldon Pacotti, Technology Director for frog North America. Sheldon talks to us about the evolving role of AI agents, the concept of hyper-personalization and the potential for AI to create more meaningful interactions.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:45] Elizabeth Wood:\u003c/strong\u003e Alongside his work as a technologist at frog, Sheldon is also a game designer and an author of fiction, so he has a lot to share about the ways in which his passion for technology and writing influence one another. Here’s Sheldon now.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:58] Sheldon Pacotti:\u003c/strong\u003e It is a two-way street. My technology work does spark ideas for my fiction, and vice versa. I\u0026#8217;m actually currently writing a novella where the enterprise is becoming fully autonomous, and so that\u0026#8217;s that\u0026#8217;s the question I\u0026#8217;m asking: how does this feel to the employees, and what is this enterprise accomplishing when it\u0026#8217;s moving faster than humans can even quite understand? So there\u0026#8217;s definitely a two-way cross-pollination going on.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:21] Sheldon Pacotti:\u003c/strong\u003e I\u0026#8217;m Sheldon Pacotti. I\u0026#8217;m a Technology Director. I lead the solutions architecture group at frog North America.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:27] Sheldon Pacotti:\u003c/strong\u003e Fiction writing actually is very much design, especially, I do write a fair amount of science fiction. It\u0026#8217;s not the only thing I write, but I write near-future stuff where I have to think about augmented reality and virtual reality and AI and different things like that. And so I find myself often asking, really, how is this going to work? If you have a contact lens in your eye that\u0026#8217;s beaming stuff on your retina, and then you\u0026#8217;re in communication virtually with all these other people, what are you really going to want to do? Or how are you going to signal to the system that you want to bring up a data visualization or something? And there end up being a lot of mundane questions that I end up asking just writing a story. And so it kind of fills my head with ideas before we ever get to a project where we\u0026#8217;re trying to design something that\u0026#8217;s somewhat futuristic.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:08] Sheldon Pacotti:\u003c/strong\u003e I have the same origin story as most technologists my age. I\u0026#8217;m in the mid-50s, and so I bought them all those department store computers from the 80s. And these were like $100–200 little toys you could pick up that were barely computers from what we would call today. And for me, the reason I wanted it so badly is I was seeing video games in the world kind of showing up in every place you could imagine, like laundromats and restaurants and stuff. Really wanted to make video games, and it was all about just trying to make these experiences that I thought could be possible. They weren\u0026#8217;t really out there in the world yet, but I imagine these scrolling video games with like forests to explore and things like that. And so that was pretty formative I think, because it turned me into a technologist and had tons of fun with it once I learned to code and everything.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:49] Elizabeth Wood:\u003c/strong\u003e Sheldon’s passion for coding and gaming led him to studying at MIT and Harvard, but it was during his education that he began exploring other creative paths beyond conventional engineering.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:59] Sheldon Pacotti:\u003c/strong\u003e I think throughout my life, each of the key moments, I was striving for some kind of opportunity to create an experience that wowed people. And I think that\u0026#8217;s part of what took me out of MIT. I think the education there was fairly mundane in some ways. I was learning engineering and whatnot, and wanted to write fiction as well. So I ended up taking a course at Harvard, I cross-registered there. I tried really hard, and the professor there wrote a recommendation for me that eventually got me in there as an English major. So I ended up kind of doing both degrees. But again, it was kind of the striving for entertaining people, or just kind of making them experience something. For me, what made gaming so engrossing is that it\u0026#8217;s not just writing a linear story or, you know, imagining a certain fixed experience. It\u0026#8217;s also all the logic and possibility and exploration that a video game brings.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:47] Sheldon Pacotti:\u003c/strong\u003e So that where I found my sweet spot in the business as a professional but also just creatively, is where you\u0026#8217;re inventing a fictional universe, but you\u0026#8217;re also thinking about all the things that the player/user is going to want to do, and accommodating that, you know, with code and logic and all the technical pieces that go into that. And I think in terms of, I guess, my professional career as a game developer, the area I focused on was narrative design and writing. So I tend to approach interaction from the notion of, you know, what is this experience that the the end-user is going to inhabit? And so I think that perspective is always there when we when we start a new project.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:27] Sheldon Pacotti:\u003c/strong\u003e You know, we have many of these corporate projects where we will be doing gamification or something, that\u0026#8217;s the corporate word for bringing in some of these interactions. And I think what I always have from the game business is there\u0026#8217;s the really strong effort to create meaning. You know, when you\u0026#8217;re creating a fictional game world, you\u0026#8217;re creating interactions where you care about the gold you\u0026#8217;re collecting, or whatever you care about the thing you\u0026#8217;re going to be able to do with the item you found. And so in the corporate world, when we look at gamification, you\u0026#8217;re scoring points and you\u0026#8217;re able to buy things and whatnot. So how do you make that actually meaningful? Not just make our website have this thing in it that everybody else has, but how is actually a meaningful experience for the user?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:55] Sheldon Pacotti:\u003c/strong\u003e I think the key to achieving any kind of truly meaningful experience is that model of the user—and in the game business that\u0026#8217;s the player, and you care about how powerful they are, what class they are and things like that. In the corporate world, you care about who they are—and so that\u0026#8217;s a point of view that we bring a lot of times to projects where we look at the data across an organization. What do you know about this user? Have they talked to customer service? Are they having a current problem? Are they a pro-user or a high-wealth-individual? If it\u0026#8217;s a bank, right? You know all the things you know about the person, then how do you tailor an experience to that and respond to them so that they feel like they\u0026#8217;re being seen and understood?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:32] Elizabeth Wood:\u003c/strong\u003e At frog, designing and building products and services goes beyond designing interactions to serve user needs–it’s about understanding the influence these novel concepts might have, imagining scenarios where these concepts play out, and being intentional about their impact. Here, Sheldon shares more about the technologist\u0026#8217;s role in this process.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:05:52] Sheldon Pacotti:\u003c/strong\u003e Technology at frog is a little different than at most companies. We tend to be on very small teams, cross-disciplinary teams, where we might have one or two technologists with one or two designers, strategists and so on. So we\u0026#8217;re very tightly integrated. We are doing everything technologists do. We\u0026#8217;ll code proof the concepts. We might do alpha builds of things, hands-on coding architecture and whatnot. But also a lot of strategy, a lot of co-creation. And so what we do as solutions architecture group is bring pretty much that kind of full kitchen sink of capabilities to a project and work with a team to get things built and done, but also to hopefully help them be thoughtful about how they use technology.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:30] Sheldon Pacotti:\u003c/strong\u003e One thing we try to accomplish as technologists is to bring an understanding of the underlying technology to a team that\u0026#8217;s kind of very generic, but I think there\u0026#8217;s two parts to it. One is there needs to be a realistic understanding of what the technology is. Then also, you know, what it means to the end-user. What\u0026#8217;s the impact on the user? I was thinking like a sci-fi example I bring up a lot is the way that science fiction writers approached escalators back in the 40s and 50s. They imagine them being built out throughout all of society. So you\u0026#8217;d have escalator, you know, moving sidewalk, highways, where you could get into one lane, it would be 10 miles an hour the next lane, 15 till your fast lane is going 70 miles an hour to take you to the city. I think we have a tendency to take a technology and just extrapolate into the future to the extreme. We\u0026#8217;re doing it with AI right now, with these conversational interfaces. We\u0026#8217;re imagining that there\u0026#8217;ll be no UI, there\u0026#8217;ll be nothing else. We\u0026#8217;ll just be talking to our bots.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:18] Sheldon Pacotti:\u003c/strong\u003e I hope that as technologists, we help teams understand what technology really is likely to be used for, what it can become, but then also what that impact is.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:26] Sheldon Pacotti:\u003c/strong\u003e Back to social media as an example where technologists could have done a lot, I think, to educate companies when they were building algorithms around social media about what impact it was likely to have. Maybe we couldn\u0026#8217;t have known all the ramifications. But I think that\u0026#8217;s an example where if your KPI at your company is to maximize clicks or whatever, there\u0026#8217;s another side of that, you know, not just the advertising dollars, but what\u0026#8217;s happening to the person on the other end.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:07:48] Elizabeth Wood:\u003c/strong\u003e The continued use of social media and our always-online lifestyle has given rise to parasocial relationships. These are onesided relationships where someone feels a sense of closeness or familiarity with a person who doesn’t know them. This often happens with influencers, streamers, celebrities, and now even AI, where constant digital presence can create the feeling of a real connection without any mutual relationship. During our conversation, Sheldon shared his view on where these parasocial connections might lead us.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:19] Sheldon Pacotti:\u003c/strong\u003e I think, to really understand parasocial in today\u0026#8217;s world, we should go back to where that term was first being used, the way we\u0026#8217;re using it today, which was back in the 1950s where psychologists thought that there were essentially pathological, social and or emotional behaviors that were emerging because of mass media, where just sitting in front of a movie they saw as a parasocial relationship. There\u0026#8217;s a great phrase they used, which was \u0026#8220;simulacrum of conversational give-and-take\u0026#8221; or something like that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:45] Sheldon Pacotti:\u003c/strong\u003e So they were looking at just a movie back then, as a simulation of a relationship. And so for me, the reason it came to mind as a trend that\u0026#8217;s happening today, I had a specific client in mind, and it was a regional bank where part of their identity was that they were very friendly and that they cared about their each individual customer and everything. And they had a KPI where they would grade each branch on the amount of time it took for somebody to be greeted, but when you entered the branch. And so as researchers were in the field researching, we of course tried to test this, or we tried to sneak into the bank, or quietly kind of collect somewhere, and we couldn\u0026#8217;t do it without being greeted very quickly. People would come out of side offices to greet us. So it was a very core part of the bank, and our project was to help the bank transition into a digital world. So this was a web and mobile at the time we were doing it, and so we were asking all those questions around, you know, what is this essence of your brand? What do you know about the people you\u0026#8217;re talking to, so that it is a personal relationship? How do we embody this in the platform and the experience? And so today, I see with conversational interfaces and AI, that\u0026#8217;s becoming possible, in a way it wasn\u0026#8217;t possible then, where we really are talking to users, and that\u0026#8217;s a question every organization is now facing, is, well, if we\u0026#8217;re going to have a conversation automatically created for each customer, how do we make that actually express our brand, and how do we actually make it a friendly, personal, meaningful conversation?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:59] Elizabeth Wood:\u003c/strong\u003e Thinking further out about the power of the parasocial, Sheldon believes things are evolving in unexpected ways, especially with the rise of AI and hyper-personalization.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:10] Sheldon Pacotti:\u003c/strong\u003e Yeah, I think the parasocial phenomenon in modern times is on track, I think, maybe to an unexpected destination. The midpoint was social media, where you have likes and comments and things like that. They\u0026#8217;re sort of, you know, virtual, but yet somewhat real. There\u0026#8217;s still a real person at the other end. So that that\u0026#8217;s all termed parasocial, because, you know, really, especially if it\u0026#8217;s a celebrity, you\u0026#8217;re not, is really a one sided relationship, and that\u0026#8217;s kind of the core parasocial. But the question in my mind is, what happens with AI when it\u0026#8217;s not entirely one-sided, where the AI really does understand you and does respond? And there\u0026#8217;s this phrase I\u0026#8217;m hearing tossed around: hyper-personalization.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:42] Sheldon Pacotti:\u003c/strong\u003e Hyper-personalization starts to become possible in this relationship. So is that actually still one-sided, or is it actually even more social than the case where at the bank, someone rushes out and greets you you\u0026#8217;ve never seen before in your life? Now you go to the bank and talk to an AI, but it actually knows everything about you and is friendly, and gets, gets the thing done you want to do. Is that actually more social than than the previous state of affairs?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:04] Sheldon Pacotti:\u003c/strong\u003e Yeah, I think with an advanced AI system, the core question is, is it creepy or is it cool? We actually had a demonstration at South by Southwest years ago, where it was a robot that was sort of your companion and watching you, and had a camera and an eye and everything. And we took a poll, is it creepy or is it cool, right? And I think that\u0026#8217;s the case with AI, where it\u0026#8217;s probably a little bit of both. It\u0026#8217;s somewhat dystopian to think that these systems will know everything about us instantly, but then it\u0026#8217;s also probably very helpful and comforting that you actually are understood. You\u0026#8217;re not just a number. You know when you call into a phone system today, and then some of these are semi AI-driven and just doesn\u0026#8217;t understand what you want, and you can\u0026#8217;t get to a real person. That\u0026#8217;s That\u0026#8217;s very frustrating, but if it actually worked, then maybe there would be some comfort there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:48] Elizabeth Wood:\u003c/strong\u003e We\u0026#8217;re going to take a short break. When we return, Sheldon will share more about agentic AI and the principles of building agentic AI systems.\u003c/p\u003e\n"},{"acfFcLayout":"report_link_out_block","image":{"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploadedTo":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","mediumWidth":300,"mediumHeight":287,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","mediumLargeWidth":640,"mediumLargeHeight":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","largeWidth":640,"largeHeight":613,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536X1536Width":1268,"1536X1536Height":1214,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048X2048Width":1268,"2048X2048Height":1214}},"description":"Featured in this episode is the recent frog report ‘Futurescape: Artificial Realities.’ ","reportLink":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003e[00:11:57] Elizabeth Wood:\u003c/strong\u003e Now back to Sheldon Pacotti, Technology Director for frog North America\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:32] Sheldon Pacotti:\u003c/strong\u003e The definition of agent is probably a little fuzzy in terms of how it actually shows up in technology, but essentially, it\u0026#8217;s a very sophisticated model that is able to use tools. And tools are essentially any action that the AI can take. And I kind of think the fact that the model is sophisticated and we don\u0026#8217;t quite understand what it does is part of the definition, because that\u0026#8217;s what makes it feels like a really an entity or a, AKA agent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:57] Sheldon Pacotti:\u003c/strong\u003e Today, typical actions are pretty basic. In my coding environment, the agent is just now able to do shell commands for me. So run commands on my computer to install software. I think it\u0026#8217;s wonderful. So it just starts. I ask it to write some code, and if it needs a dependency, it starts to install. It prompts me to see if it\u0026#8217;s okay, and then goes ahead and does the action. So agents can do basic things like buy things for us and whatnot today.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:17] Sheldon Pacotti:\u003c/strong\u003e There is the release of Operator from OpenAI that basically will read your web browser and go click and try to do stuff for you. An application that is pretty near-term, perhaps, is that an agent could be helping to buy and sell things for you or negotiate a price, or something like that. We may start ceding a little bit of decision-making power to them, and then if, in the mix of that, it can actually take an action in the world, then we consider that an agent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:39] Sheldon Pacotti:\u003c/strong\u003e Yeah, I\u0026#8217;m not really sure how most people are taking the news that agents are coming into their lives. I do think there are two sides to it, though, there are really two problems to be solved. One is the enterprise representing itself with agents and/or an agent. There\u0026#8217;s that, kind of, that craft that has to go around making sure that that entity is transparent and trustworthy and does the job righT, actually represents the company well. And then there\u0026#8217;s the human side, the individual side, and we\u0026#8217;ll have our own agents. And on that side of the equation is being able to understand what the agent is doing, you know, what boundaries are set around it, making sure it has your interests at heart, that it understands you. So I think there are those two areas. I don\u0026#8217;t think either of them are solved yet from a design or technology standpoint, I expect there is a lot of anxiety right now around this notion of agents and what they will actually bring into our world. As a technologist, I have some anxiety that I don\u0026#8217;t really want to turn over control of any process to an entity that can kind of just decide what pieces of code to run, right so that thought still makes me a little nervous, but it is coming, and we\u0026#8217;ll be needing to build systems that can do it gracefully.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:42] Sheldon Pacotti:\u003c/strong\u003e Trust is actually the design principle that\u0026#8217;s most important for AI agents and systems of agents actually wrote a general and futurist essay A while back for the Copenhagen Institute of Future Studies, where it predicted the future of computation like out for many years, and actually put agents as coming in 2026. So \u0026#8217;26 was going to be the year of the agent and for progression of computer design and principles and whatnot, the key to that was going to be a very crisp and honest representation across the Internet of everything that\u0026#8217;s out there. So products you could buy, things you could do, what a company is, who you are, and I imagine it\u0026#8217;s being done with technologies that are not going to be relevant today, I don\u0026#8217;t think like micro formats, ontologies, these things on the web that would tell you what things were. But that\u0026#8217;s still the enabling factor now. And so I think that as companies start to build agents, they\u0026#8217;re actually defining tools and what agent capabilities in natural language. That\u0026#8217;s actually the medium being used to create the capabilities that agents are using, and that\u0026#8217;s how agents will probably communicate with each other. So one company using another company\u0026#8217;s services or products or capabilities will probably be communicating a natural language to some extent. And so then it comes down to just telling the truth and not lying. I kind of wonder whether we\u0026#8217;ll have court cases where AI agents are accused of lying to each other. I\u0026#8217;m not sure, but that really is the starting point.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:59] Elizabeth Wood:\u003c/strong\u003e For Sheldon, the challenge and the opportunity is about understanding how a company can differentiate itself in a competitive landscape where many businesses are using similar AI technologies. For consumers, it’s about a shift in mindset to engage in a more interactive and collaborative conversation with AI to provide specific and valuable input, rather than just passively receiving responses.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:22] Sheldon Pacotti:\u003c/strong\u003e As a business to differentiate yourself with AI technology, you can\u0026#8217;t necessarily rebuild the entire engine of the AI, how it converses and what it does yourself, but what you do have control over is the data inside of it. And in a more personal way, that\u0026#8217;s what your product is and who your customers are, and so that\u0026#8217;s where you can differentiate and provide not just the technology, but the entity, the agent, the interlocutor, that sets you apart from other companies.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:49] Sheldon Pacotti:\u003c/strong\u003e One of the pitfalls right now in AI is that it is perceived as a black box, and I think that\u0026#8217;s where companies get in trouble, is when they think they\u0026#8217;ll just grab this thing off the shelf and it\u0026#8217;s going to do everything they want. It\u0026#8217;s still like every other technology, something that\u0026#8217;s engineered. It is part of a more sophisticated workflow or set of systems. And there are actually multiple ways you can use one model and prompt it in different ways in a sequence of steps to accomplish something. Ways you want to mix models together, ways you want to use more traditional AI technologies like embeddings to just kind of find a semantic neighborhood, or something like that. So whenever you get into wanting to accomplish something specific for a business, you want to be thinking about first, what is you want to do, and then translating that into an actually designed and architected system, which is going to be a lot more complicated than you initially imagine, as a super brilliant conversational black box.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:39] Sheldon Pacotti:\u003c/strong\u003e My initial reaction is that the coming of AI agents is the next level of disassociation of humans from each other, right? And on the surface, it seems like a dystopian situation, and there probably is a dystopian element to it, but I do think that they probably open up many opportunities for people to come closer together, in that they will create more ways for us to connect.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:57] Sheldon Pacotti:\u003c/strong\u003e I\u0026#8217;m reminded of a friend of mine had a business idea where she wanted to create a system that would help you plan a trip with a bunch of friends together, which is really heinous process of picking hotels and events and timings and all this kind of stuff. So that could be a piece of software. But if you imagine a world where everybody has an agent and you can kind of agree on a few parameters of what you want to do, then agents can actually make it easier to come together and do something together. I do think AI and automation in general is going to free up a lot of time. They\u0026#8217;ll be doing a lot of labor for us. I\u0026#8217;m using AI for my coding, and noticing about a 25x improvement in efficiency, counting all the stuff that I do, like writing a prompt and debugging and whatnot. So I do think that also may be a positive thing, where we are not necessarily needing to work 12 hours a day on a deadline to get something done that we may actually start moving toward a leisure society in some form.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:45] Elizabeth Wood:\u003c/strong\u003e For Sheldon, if there’s a lesson that we can take from the past to stay ahead of change and even thrive in the face of some of this uncertainty, it’s about not surrendering full control to technology’s advances—or letting potential negative influences feel inevitable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:00] Sheldon Pacotti:\u003c/strong\u003e In terms of learning from innovations that have gone well in the past. We could look at the early internet days of the 1990s and the rise of Google. Not all of your viewers will have been alive to experience this, but the internet in the 90s was essentially you went to a web page full all kinds of stuff you didn\u0026#8217;t want to see, and then you typed in a query like, you know, presidential election, and then a whole page of pornography links came up, and somewhere in there, it was something about the president of Venezuela or something, right?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:24] Sheldon Pacotti:\u003c/strong\u003e And then Google came along, where they had an algorithm that was able to find what was valuable out in the internet, and suddenly the internet worked, and everybody went to this one destination, and that\u0026#8217;s why Google is so powerful today. So I do think we can always look at the past where we think that a technology is actually disruptive or pernicious in some way, and there\u0026#8217;s probably a way to make it valuable.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:44] Sheldon Pacotti:\u003c/strong\u003e As a technologist, moving into the world of AI, the one piece of advice I would have is not to take the AI behavior or whatever it is or model that you\u0026#8217;re working with as a given. There\u0026#8217;s always some way to change the model or use it in a different way than might be expected. And you really want to keep in mind what you want to accomplish and what you want the technology or product you\u0026#8217;re building to bring to the world.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:07] Sheldon Pacotti:\u003c/strong\u003e I think the key thing is, as a developer of the technology or user of AI, to not feel powerless, to not feel like this is the way it is, this is the way the world is, this is the way the technology is. There are always ways for you to shape it. And even as a user, if technology is built the way it should be, you should be able to build the brain of your companion AI that\u0026#8217;s that\u0026#8217;s helping you pick concert tickets or connect with your friends or whatever it is, find products. You should have control over that algorithm. It\u0026#8217;s basically bringing the algorithm into your own personal control, versus in the control of some entity. So there\u0026#8217;s always some level of control I think we have, and we have to keep that in mind.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:42] Elizabeth Wood:\u003c/strong\u003e Of course, Sheldon also shared some specific ways business leaders and creative teams can approach these changes to drive positive outcomes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:50] Sheldon Pacotti:\u003c/strong\u003e From a design and strategy standpoint, the key is always, what is the user value? And this is a pretty trivial thing to say, in a way, user centered design has been the mantra for a long time, but that\u0026#8217;s really the essence of anything we\u0026#8217;re building. We\u0026#8217;re building it for society. We\u0026#8217;re building it for people, and those people are called customers, oftentimes. But from a design and strategy standpoint, that is the perspective that is easy to lose once you\u0026#8217;re in the trenches building something and or selling something and making money. I think the next quarter century is going to be very dramatic. My side project now in technology is a application that uses AI to predict the future. So you go and you ask it questions, and then it generates a prediction, and you can save it to a database to kind of build up a view of the future. So I\u0026#8217;ve been testing it. It\u0026#8217;s still very young, and I\u0026#8217;ve been struck by how many pretty dramatic milestones are popping up in the 2030s and we don\u0026#8217;t necessarily trust that the AI is accurate on all this stuff, but things like the first automated mind in 2030 or the first human brain-computer interface in 2035 medical tech like cancer being cured around that time, longevity tech, and I think a lot of things are going to come together all at once that are going to change the way we have to view society into the social contract. Just all the automation is going to be happening with AI. And I do think it\u0026#8217;s going to be just like the Industrial Revolution, which we shouldn\u0026#8217;t think of in terms of a single moment where suddenly people were turned into factory workers. It\u0026#8217;s really a moment where a lot of people have to leave what they\u0026#8217;re doing a big wave of replacement of workers. And I\u0026#8217;m thinking of coders in particular, since I\u0026#8217;m able to code as 25 developers right now, myself, and then a gradual reassessment of society.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:24] Sheldon Pacotti:\u003c/strong\u003e There will be other types of jobs to do, all the things that naysayers of the doom and gloom say, all that will be true that\u0026#8217;ll come. It\u0026#8217;ll take about 20 years, and so I think there will be huge social shifts that\u0026#8217;ll happen, and we\u0026#8217;ll have to be very open minded in terms of what we think about the role of government, the role of people in society and how we get along with each other.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:43] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:51] Elizabeth Wood:\u003c/strong\u003e We really want to thank Sheldon Pacotti, Technology Director for frog in North America for his insights on AI, meaningful connections and the power of the parasocial. For more on the co-evolution between humans and AI, be sure to check our show notes for a link to download frog’s new \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape report ‘Artificial Realities,’\u003c/a\u003e complete with 12 predictions and provocations about where our relationship with technology may be heading.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:15] Elizabeth Wood:\u003c/strong\u003e We also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify \u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s frog.co. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"slug":"sheldon-pacotti","authorName":"Sheldon Pacotti","bio":"\u003cp\u003eSheldon is a Technology Director at frog in Austin. Having studied math and English at MIT and Harvard, Sheldon enjoys cross-disciplinary creative projects. He builds award-winning software, writes futurist fiction, creates software architectures for businesses and writes about technology.\u003c/p\u003e\n","designation":"Technology Director","twitterProfileLink":"https://twitter.com/intent/tweet?url=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday\u0026text=%20\u0026original_referer=https%3A%2F%2Fwww.frog.co%2Fdesignmind%2Flaunched-on-tuesday","mediumProfileLink":"https://medium.com/@frogdesign","authorImage":{"id":82566,"title":"frog-sheldon-pacotti-author","filename":"frog-sheldon-pacotti-author.png","filesize":226299,"url":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author.png","link":"https://www.frog.co/authors/sheldon-pacotti/attachment/frog-sheldon-pacotti-author/","alt":"","author":"30","description":"","caption":"","name":"frog-sheldon-pacotti-author","status":"inherit","uploadedTo":13140,"date":"2025-06-25 18:34:35","modified":"2025-06-25 18:34:35","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":800,"height":800,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author-768x768.png","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author.png","largeWidth":640,"largeHeight":640,"1536X1536":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author.png","1536X1536Width":800,"1536X1536Height":800,"2048X2048":"https://wp.frog.co/wp-content/uploads/2020/07/frog-sheldon-pacotti-author.png","2048X2048Width":800,"2048X2048Height":800}}},{"slug":"elizabeth-wood","authorName":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploadedTo":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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Clinical Healthcare with AI Cover","filename":"Amplifying-Clinical-Healthcare-with-AI-Cover.jpg","filesize":408009,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover.jpg","link":"https://www.frog.co/designmind/amplifying-clinical-care-with-ai/attachment/amplifying-clinical-healthcare-with-ai-cover/","alt":"","author":"30","description":"","caption":"","name":"amplifying-clinical-healthcare-with-ai-cover","status":"inherit","uploaded_to":86168,"date":"2026-03-12 16:13:26","modified":"2026-03-12 16:13:26","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover-300x115.jpg","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover-768x294.jpg","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover-1024x393.jpg","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover.jpg","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Cover.jpg","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"Amplifying Clinical Care with AI","description":"Examining how service design helps experts understand the healthcare ecosystem—and how AI and intelligent systems are optimizing the process and improving outcomes for all.","topics_title":"","topics":false,"author":"Article","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eTime to change the tune\u003c/h3\u003e\n\u003cp\u003eHealthcare innovation is often described as a solo performance: a \u003ca href=\"https://www.frog.co/work/revolutionizing-testing-at-the-point-of-need\"\u003enew platform\u003c/a\u003e, a digital touchpoint, \u003ca href=\"https://www.frog.co/work/retinal-screening-reimagined\"\u003ea clinical tool\u003c/a\u003e, a redesigned process promising efficiency, or an \u003ca href=\"https://www.frog.co/work/unleashing-crispr-for-the-greater-good\"\u003einnovative product\u003c/a\u003e. Think of a single violinist performing Vivaldi’s “Summer.”\u003c/p\u003e\n\u003cp\u003eYet healthcare does not work that way. Care never comes from a single actor or interface; it consists of interactions with multiple people, departments and systems. The orchestra is more accurate analogy than the soloist. Think of Dudamel and the Vienna Philharmonic performing Dvořák’s Ninth.\u003c/p\u003e\n\u003cp\u003ePatients carry the main melody; their needs and outcomes give healthcare its purpose. Clinicians set the rhythm, translating expertise into action. Processes form the score, determining how and when care unfolds. When these elements are aligned, care feels coherent and humane. When not aligned, even well-intentioned innovations produce friction.\u003c/p\u003e\n\u003cp\u003eDespite this interdependence, organizations still design in silos. Patient experience initiatives overlook clinician workload. Digital pilots ignore workflows. Process improvements focus on efficiency but neglect human impact. The result is innovation that seems promising in isolation but cannot scale or endure.\u003c/p\u003e\n\u003cp\u003eMeaningful innovation begins with designing a single system for both patient and clinician experience as well as operational processes. But if healthcare is an orchestra rather than a soloist, one crucial question emerges: Can AI become the enabler that truly brings all dimensions of the healthcare ecosystem into harmony?\u003c/p\u003e\n"},{"acf_fc_layout":"image_caption_block","image":{"ID":86260,"id":86260,"title":"Amplifying Clinical Healthcare with AI Graphic","filename":"Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","filesize":212031,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","link":"https://www.frog.co/designmind/amplifying-clinical-care-with-ai/attachment/amplifying-clinical-healthcare-with-ai-graphic/","alt":"","author":"30","description":"","caption":"","name":"amplifying-clinical-healthcare-with-ai-graphic","status":"inherit","uploaded_to":86168,"date":"2026-03-12 17:30:54","modified":"2026-03-12 17:30:54","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1206,"height":373,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-300x93.jpg","medium-width":300,"medium-height":93,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-768x238.jpg","medium_large-width":640,"medium_large-height":198,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-1024x317.jpg","large-width":640,"large-height":198,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","1536x1536-width":1206,"1536x1536-height":373,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","2048x2048-width":1206,"2048x2048-height":373}},"caption":"","image_alignment":"center"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003ch3\u003eHealthcare innovation: The instrumental pieces\u003c/h3\u003e\n\u003cp\u003eExcellent healthcare can only be delivered when all dimensions are given equal consideration. When processes are poorly designed, clinicians are unable to perform at maximum efficacy. When clinicians fail to operate at full potential, patients experience substandard care. Patients, too, can disrupt the balance when frustrated. Let’s take a closer look at each one, beginning with the reason healthcare exists: the patient.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003ePatient experience: The main melody\u003c/h3\u003e\n\u003cp\u003ePatient experience is rightly recognized as a core dimension of healthcare quality. Safety, access, clear information, emotional support and outcomes shape how people perceive care across their journey.\u003c/p\u003e\n\u003cp\u003eYet patients never experience care in individual fragments. Appointments, handoffs, instructions, waiting times and follow ups blend into one narrative: This is what receiving care feels like. They do not distinguish between clinical decisions, operational constraints or organizational boundaries. Rather, patients experience the system, especially when it breaks down.\u003c/p\u003e\n\u003cp\u003eThis is why many patient-centered initiatives fall short. Organizations refine isolated moments (e.g., portals, surveys and service gestures) while patients continue to face delays, repeated questions and inconsistent information. What may look like separate improvements internally becomes friction, confusion or even abandonment from the patient’s point of view.\u003c/p\u003e\n\u003cp\u003eThese gaps have real consequences. Fragmented experiences erode trust, complicate adherence and lead to disengagement. Missing information, unclear responsibilities and limited continuity do not feel like process issues; they feel like unreliable care. Research from the \u003ca href=\"https://psnet.ahrq.gov/perspective/communication-during-transitions-care?utm\" target=\"_blank\" rel=\"noopener\"\u003eAgency for Healthcare Research and Quality (AHRQ)\u003c/a\u003e shows that failures in communication and coordination during transitions of care are among the leading causes of preventable adverse events, directly undermining patient trust and continuity.\u003c/p\u003e\n"},{"acf_fc_layout":"large_blockquote_block","quote":"Missing information, unclear responsibilities and limited continuity do not feel like process issues; they feel like unreliable care. ","author":""},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003eCrucially, patients experience not only what clinicians say or do, but rather how the system permits them to act. Time, attention and continuity are system outcomes that are felt personally. When workflows rush professionals or limit their presence, patients interpret it as a lack of support. When information flows smoothly and care feels coordinated, trust grows.\u003c/p\u003e\n\u003cp\u003eSeen this way, patient experience reflects the system’s overall coherence. The melody patients carry depends on how well people, processes and tools harmonize in practice. In the healthcare orchestra, patient experience is the main melody, but what is a melody without a rhythm? The quality of the melody depends on how well the entire system is tuned to support it every day.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eClinician experience: The rhythm that sustains performance\u003c/h3\u003e\n\u003cp\u003eIf patient experience is the melody of healthcare, clinician experience is the rhythm that sustains it. When that rhythm falters \u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e—\u003c/span\u003e\u003c/span\u003edue to overloaded agendas, fragmented tools, and constant interruptions\u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e— \u003c/span\u003e\u003c/span\u003ethe entire system loses coherence. Quality of care is suboptimal not because clinicians lack expertise, but because the systems surrounding them make delivering good care difficult.\u003c/p\u003e\n\u003cp\u003eOver the past decade, clinician burnout has shifted from a workforce issue to a systemic risk. As the \u003ca href=\"https://www.ahrq.gov/topics/transitions-care.html?utm\" target=\"_blank\" rel=\"noopener\"\u003eWorld Health Organization (WHO)\u003c/a\u003e has highlighted, burnout is not an individual failure, but an occupational phenomenon driven by chronic workplace stress that has not been successfully managed. Evidence consistently links clinician wellbeing with patient safety and outcomes: Exhausted clinicians are more prone to error, less able to communicate with empathy and more vulnerable to moral distress\u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e—\u003c/span\u003e\u003c/span\u003e the tension of knowing the right thing to do while being blocked by broken systems and constraints. Therefore, improving clinician experience is not about comfort or efficiency alone; it is a clinical and ethical imperative.\u003c/p\u003e\n"},{"acf_fc_layout":"large_blockquote_block","quote":"Evidence consistently links clinician wellbeing with patient safety and outcomes. ","author":""},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003eThis is where many AI initiatives stumble. Too often, AI is introduced as an additional layer (e.g., through dashboards, alerts or recommendations) without removing existing burdens. Instead of reducing cognitive load, this new layer only adds to it. Clinicians do not need more intelligence competing for their attention; they need less friction, minimal uncertainty and better support at critical decision moments. When AI disrupts clinical flow rather than reinforcing it, adoption stalls, regardless of model accuracy.\u003c/p\u003e\n\u003cp\u003eThe most effective uses of AI follow a different logic: Augmentation, not automation. Rather than replacing clinical judgment, these systems act as co-pilots, surfacing insights, supporting prioritization and helping clinicians navigate complexity while remaining in control. As \u003ca href=\"https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(24)02606-0/fulltext\" target=\"_blank\" rel=\"noopener\"\u003eThe Lancet\u003c/a\u003e has repeatedly noted, technologies that ignore clinical workflows and human factors risk widening the gap between innovation and real-world impact.\u003c/p\u003e\n\u003cp\u003eUltimately, AI’s value is shaped less by technical performance than by workflow integration and trust. Designing for clinicians is inseparable from designing for patients. In the healthcare orchestra, clinicians do not hand the baton to AI in the search tempo, but they do turn to it for the support needed to lead with confidence.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eProcesses: The score\u003c/h3\u003e\n\u003cp\u003eIf the patient experience is the melody and the clinician experience is the rhythm, processes are the score that makes coordinated care possible. They define how care is delivered: who acts, when information flows, where decisions are made and how exceptions are managed. In complex systems such as healthcare, quality does not arise from isolated excellence, but from well-designed interactions between people, tools, systems and workflows.\u003c/p\u003e\n\u003cp\u003eIn the \u003ca href=\"https://www.sanidad.gob.es/estadEstudios/estadisticas/sisInfSanSNS/tablasEstadisticas/InfSNS2023.htm?utm\" target=\"_blank\" rel=\"noopener\"\u003eSpanish National Health System (SNS)\u003c/a\u003e, universal coverage exists within a highly decentralized governance model. While this allows for local adaptation, it also creates variability in hospital processes, such as referrals, discharge coordination and information flow. These differences are often invisible to patients, but they determine waiting times, continuity and trust. Fragmented processes make care seem confusing or unreliable and overwhelm healthcare professionals, ultimately affecting patients.\u003c/p\u003e\n\u003cp\u003eDigitalization is often presented as the solution, but technology applied to poorly designed processes tends to amplify inefficiencies rather than resolve them. This is especially true in the case of AI, which can only add value when integrated into clear, interoperable workflows aligned with the real needs of patients and professionals. Without clarity in processes, AI becomes just another signal among many.\u003c/p\u003e\n\u003cp\u003eThis is where service design and AI must converge. Service design clarifies end-to-end journeys and identifies where AI is truly needed. AI can then support these processes by anticipating bottlenecks, connecting signals and reducing friction. Well-designed processes create the conditions for AI to facilitate, rather than disrupt, and help healthcare provide consistent, humane care, just as a well-composed score breathes harmony into a orchestra.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eFrom isolated notes to orchestration\u003c/h3\u003e\n\u003cp\u003eHealthcare experience cannot be improved one note at a time. As previously detailed, patient experience, clinician experience and operational processes are not parallel tracks to be optimized independently, but interdependent dimensions of a single system. When one is misaligned, the entire performance suffers. When they are designed in isolation, even well-intentioned innovations struggle to scale or endure.\u003c/p\u003e\n\u003cp\u003ePatient experience reveals the system’s health. Clinician experience defines what care is realistically possible. Processes set the boundaries within which both operate. Treating any of these as secondary inevitably leads to fragmentation. Sustainable innovation requires recognizing interdependence as a design constraint, not an inconvenience. Service design therefore becomes a fundamental capability, not merely as a method, but as a way of understanding healthcare as an interconnected system. Rather than optimizing isolated interactions, it reframes the challenge around the conditions that must exist across people, processes and tools for high quality care to occur consistently and at scale. In doing so, service design establishes coherence and intent, creating the foundation on which technologies such as artificial intelligence can meaningfully contribute without fragmenting care.\u003c/p\u003e\n\u003cp\u003eIn this context, artificial intelligence is not the conductor. It is an enabler. It helps organizations understand complexity, connect signals and reduce operational burdens. 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Think of a single violinist performing Vivaldi’s “Summer.”\u003c/p\u003e\n\u003cp\u003eYet healthcare does not work that way. Care never comes from a single actor or interface; it consists of interactions with multiple people, departments and systems. The orchestra is more accurate analogy than the soloist. Think of Dudamel and the Vienna Philharmonic performing Dvořák’s Ninth.\u003c/p\u003e\n\u003cp\u003ePatients carry the main melody; their needs and outcomes give healthcare its purpose. Clinicians set the rhythm, translating expertise into action. Processes form the score, determining how and when care unfolds. When these elements are aligned, care feels coherent and humane. When not aligned, even well-intentioned innovations produce friction.\u003c/p\u003e\n\u003cp\u003eDespite this interdependence, organizations still design in silos. Patient experience initiatives overlook clinician workload. Digital pilots ignore workflows. Process improvements focus on efficiency but neglect human impact. The result is innovation that seems promising in isolation but cannot scale or endure.\u003c/p\u003e\n\u003cp\u003eMeaningful innovation begins with designing a single system for both patient and clinician experience as well as operational processes. But if healthcare is an orchestra rather than a soloist, one crucial question emerges: Can AI become the enabler that truly brings all dimensions of the healthcare ecosystem into harmony?\u003c/p\u003e\n"},{"acfFcLayout":"image_caption_block","image":{"id":86260,"title":"Amplifying Clinical Healthcare with AI Graphic","filename":"Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","filesize":212031,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","link":"https://www.frog.co/designmind/amplifying-clinical-care-with-ai/attachment/amplifying-clinical-healthcare-with-ai-graphic/","alt":"","author":"30","description":"","caption":"","name":"amplifying-clinical-healthcare-with-ai-graphic","status":"inherit","uploadedTo":86168,"date":"2026-03-12 17:30:54","modified":"2026-03-12 17:30:54","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1206,"height":373,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-300x93.jpg","mediumWidth":300,"mediumHeight":93,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-768x238.jpg","mediumLargeWidth":640,"mediumLargeHeight":198,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic-1024x317.jpg","largeWidth":640,"largeHeight":198,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","1536X1536Width":1206,"1536X1536Height":373,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/Amplifying-Clinical-Healthcare-with-AI-Graphic.jpg","2048X2048Width":1206,"2048X2048Height":373}},"caption":"","imageAlignment":"center"},{"acfFcLayout":"long_form_text_block","textContent":"\u003ch3\u003eHealthcare innovation: The instrumental pieces\u003c/h3\u003e\n\u003cp\u003eExcellent healthcare can only be delivered when all dimensions are given equal consideration. When processes are poorly designed, clinicians are unable to perform at maximum efficacy. When clinicians fail to operate at full potential, patients experience substandard care. Patients, too, can disrupt the balance when frustrated. Let’s take a closer look at each one, beginning with the reason healthcare exists: the patient.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003ePatient experience: The main melody\u003c/h3\u003e\n\u003cp\u003ePatient experience is rightly recognized as a core dimension of healthcare quality. Safety, access, clear information, emotional support and outcomes shape how people perceive care across their journey.\u003c/p\u003e\n\u003cp\u003eYet patients never experience care in individual fragments. Appointments, handoffs, instructions, waiting times and follow ups blend into one narrative: This is what receiving care feels like. They do not distinguish between clinical decisions, operational constraints or organizational boundaries. Rather, patients experience the system, especially when it breaks down.\u003c/p\u003e\n\u003cp\u003eThis is why many patient-centered initiatives fall short. Organizations refine isolated moments (e.g., portals, surveys and service gestures) while patients continue to face delays, repeated questions and inconsistent information. What may look like separate improvements internally becomes friction, confusion or even abandonment from the patient’s point of view.\u003c/p\u003e\n\u003cp\u003eThese gaps have real consequences. Fragmented experiences erode trust, complicate adherence and lead to disengagement. Missing information, unclear responsibilities and limited continuity do not feel like process issues; they feel like unreliable care. Research from the \u003ca href=\"https://psnet.ahrq.gov/perspective/communication-during-transitions-care?utm\" target=\"_blank\" rel=\"noopener\"\u003eAgency for Healthcare Research and Quality (AHRQ)\u003c/a\u003e shows that failures in communication and coordination during transitions of care are among the leading causes of preventable adverse events, directly undermining patient trust and continuity.\u003c/p\u003e\n"},{"acfFcLayout":"large_blockquote_block","quote":"Missing information, unclear responsibilities and limited continuity do not feel like process issues; they feel like unreliable care. ","author":""},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003eCrucially, patients experience not only what clinicians say or do, but rather how the system permits them to act. Time, attention and continuity are system outcomes that are felt personally. When workflows rush professionals or limit their presence, patients interpret it as a lack of support. When information flows smoothly and care feels coordinated, trust grows.\u003c/p\u003e\n\u003cp\u003eSeen this way, patient experience reflects the system’s overall coherence. The melody patients carry depends on how well people, processes and tools harmonize in practice. In the healthcare orchestra, patient experience is the main melody, but what is a melody without a rhythm? The quality of the melody depends on how well the entire system is tuned to support it every day.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eClinician experience: The rhythm that sustains performance\u003c/h3\u003e\n\u003cp\u003eIf patient experience is the melody of healthcare, clinician experience is the rhythm that sustains it. When that rhythm falters \u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e—\u003c/span\u003e\u003c/span\u003edue to overloaded agendas, fragmented tools, and constant interruptions\u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e— \u003c/span\u003e\u003c/span\u003ethe entire system loses coherence. Quality of care is suboptimal not because clinicians lack expertise, but because the systems surrounding them make delivering good care difficult.\u003c/p\u003e\n\u003cp\u003eOver the past decade, clinician burnout has shifted from a workforce issue to a systemic risk. As the \u003ca href=\"https://www.ahrq.gov/topics/transitions-care.html?utm\" target=\"_blank\" rel=\"noopener\"\u003eWorld Health Organization (WHO)\u003c/a\u003e has highlighted, burnout is not an individual failure, but an occupational phenomenon driven by chronic workplace stress that has not been successfully managed. Evidence consistently links clinician wellbeing with patient safety and outcomes: Exhausted clinicians are more prone to error, less able to communicate with empathy and more vulnerable to moral distress\u003cspan class=\"TextRun SCXW72405584 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"\u003e\u003cspan class=\"NormalTextRun SCXW72405584 BCX0\"\u003e—\u003c/span\u003e\u003c/span\u003e the tension of knowing the right thing to do while being blocked by broken systems and constraints. Therefore, improving clinician experience is not about comfort or efficiency alone; it is a clinical and ethical imperative.\u003c/p\u003e\n"},{"acfFcLayout":"large_blockquote_block","quote":"Evidence consistently links clinician wellbeing with patient safety and outcomes. ","author":""},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003eThis is where many AI initiatives stumble. Too often, AI is introduced as an additional layer (e.g., through dashboards, alerts or recommendations) without removing existing burdens. Instead of reducing cognitive load, this new layer only adds to it. Clinicians do not need more intelligence competing for their attention; they need less friction, minimal uncertainty and better support at critical decision moments. When AI disrupts clinical flow rather than reinforcing it, adoption stalls, regardless of model accuracy.\u003c/p\u003e\n\u003cp\u003eThe most effective uses of AI follow a different logic: Augmentation, not automation. Rather than replacing clinical judgment, these systems act as co-pilots, surfacing insights, supporting prioritization and helping clinicians navigate complexity while remaining in control. As \u003ca href=\"https://www.thelancet.com/journals/lancet/article/PIIS0140-6736(24)02606-0/fulltext\" target=\"_blank\" rel=\"noopener\"\u003eThe Lancet\u003c/a\u003e has repeatedly noted, technologies that ignore clinical workflows and human factors risk widening the gap between innovation and real-world impact.\u003c/p\u003e\n\u003cp\u003eUltimately, AI’s value is shaped less by technical performance than by workflow integration and trust. Designing for clinicians is inseparable from designing for patients. In the healthcare orchestra, clinicians do not hand the baton to AI in the search tempo, but they do turn to it for the support needed to lead with confidence.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eProcesses: The score\u003c/h3\u003e\n\u003cp\u003eIf the patient experience is the melody and the clinician experience is the rhythm, processes are the score that makes coordinated care possible. They define how care is delivered: who acts, when information flows, where decisions are made and how exceptions are managed. In complex systems such as healthcare, quality does not arise from isolated excellence, but from well-designed interactions between people, tools, systems and workflows.\u003c/p\u003e\n\u003cp\u003eIn the \u003ca href=\"https://www.sanidad.gob.es/estadEstudios/estadisticas/sisInfSanSNS/tablasEstadisticas/InfSNS2023.htm?utm\" target=\"_blank\" rel=\"noopener\"\u003eSpanish National Health System (SNS)\u003c/a\u003e, universal coverage exists within a highly decentralized governance model. While this allows for local adaptation, it also creates variability in hospital processes, such as referrals, discharge coordination and information flow. These differences are often invisible to patients, but they determine waiting times, continuity and trust. Fragmented processes make care seem confusing or unreliable and overwhelm healthcare professionals, ultimately affecting patients.\u003c/p\u003e\n\u003cp\u003eDigitalization is often presented as the solution, but technology applied to poorly designed processes tends to amplify inefficiencies rather than resolve them. This is especially true in the case of AI, which can only add value when integrated into clear, interoperable workflows aligned with the real needs of patients and professionals. Without clarity in processes, AI becomes just another signal among many.\u003c/p\u003e\n\u003cp\u003eThis is where service design and AI must converge. Service design clarifies end-to-end journeys and identifies where AI is truly needed. AI can then support these processes by anticipating bottlenecks, connecting signals and reducing friction. Well-designed processes create the conditions for AI to facilitate, rather than disrupt, and help healthcare provide consistent, humane care, just as a well-composed score breathes harmony into a orchestra.\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eFrom isolated notes to orchestration\u003c/h3\u003e\n\u003cp\u003eHealthcare experience cannot be improved one note at a time. As previously detailed, patient experience, clinician experience and operational processes are not parallel tracks to be optimized independently, but interdependent dimensions of a single system. When one is misaligned, the entire performance suffers. When they are designed in isolation, even well-intentioned innovations struggle to scale or endure.\u003c/p\u003e\n\u003cp\u003ePatient experience reveals the system’s health. Clinician experience defines what care is realistically possible. Processes set the boundaries within which both operate. Treating any of these as secondary inevitably leads to fragmentation. Sustainable innovation requires recognizing interdependence as a design constraint, not an inconvenience. Service design therefore becomes a fundamental capability, not merely as a method, but as a way of understanding healthcare as an interconnected system. Rather than optimizing isolated interactions, it reframes the challenge around the conditions that must exist across people, processes and tools for high quality care to occur consistently and at scale. In doing so, service design establishes coherence and intent, creating the foundation on which technologies such as artificial intelligence can meaningfully contribute without fragmenting care.\u003c/p\u003e\n\u003cp\u003eIn this context, artificial intelligence is not the conductor. It is an enabler. It helps organizations understand complexity, connect signals and reduce operational burdens. This results in the realization of the intended design, put into practice every day.\u003c/p\u003e\n\u003cp\u003eMeaningful healthcare innovation is not about playing louder, but about assembling a harmonious orchestra in which the melody rings out as clear as a bell and the rhythm is a reliable drum that beats throughout the day.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"slug":"gema-canovas","authorName":"Gema Cánovas","bio":"\u003cp\u003eGema is a design leader with over 15 years of experience in innovation, strategy and service design. She specializes in aligning human needs with business transformation, using research and systems thinking to turn complexity into meaningful, scalable change.\u003c/p\u003e\n\u003cp\u003eAs Design Director at frog Spain, she leads multidisciplinary teams and oversees innovation initiatives across industries, guiding organizations through design-led transformation. She combines strategic vision with hands-on execution—mentoring talent, shaping client relationships and embedding design capabilities within complex environments.\u003c/p\u003e\n\u003cp\u003eGema has partnered with leading organizations including BBVA, Orange, Mapfre, Acciona, AstraZeneca, Reale, Verisure, the Red Cross, IKEA and the Basque Culinary Center, helping them drive sustainable impact through the integration of design, technology and business strategy.\u003c/p\u003e\n\u003cp\u003eShe also lectures on Strategic Innovation Management at the Polytechnic University of Madrid.\u003c/p\u003e\n","designation":"Design Director – Research \u0026 Service Design ","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":86172,"title":"Gema-Canovas-author","filename":"Gema-Canovas-author.png","filesize":213231,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author.png","link":"https://www.frog.co/authors/gema-canovas/attachment/gema-canovas-author/","alt":"","author":"30","description":"","caption":"","name":"gema-canovas-author","status":"inherit","uploadedTo":86170,"date":"2026-03-02 23:07:53","modified":"2026-03-02 23:07:53","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":900,"height":900,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author-768x768.png","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author.png","largeWidth":640,"largeHeight":640,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author.png","1536X1536Width":900,"1536X1536Height":900,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/Gema-Canovas-author.png","2048X2048Width":900,"2048X2048Height":900}}},{"slug":"patricia-salcedo","authorName":"Patricia Salcedo","bio":"\u003cp\u003ePatricia is a Design Lead with over 12 years of experience shaping design-led transformation at the intersection of strategy, service ecosystems and digital innovation. She partners with organizations navigating systemic change, helping them translate complexity into structured, human-centered initiatives.\u003c/p\u003e\n\u003cp\u003eAcross healthcare, retail and mobility, she leads multi-stakeholder programs that connect research, business ambition and product delivery. Her work spans innovation labs, open innovation platforms, intrapreneurship programs and digital service ecosystems, guiding initiatives from insight to MVP launch.\u003c/p\u003e\n\u003cp\u003eShe has collaborated with organizations including GSK, Roche, Merck, Gilead, Ferrer, Grupo LAR and Unibail-Rodamco, driving strategic programs with measurable impact.\u003c/p\u003e\n\u003cp\u003eOriginally trained as an architect, Patricia approaches transformation structurally designing not only solutions, but the conditions that enable innovation to thrive. Shaped by her experience living and working across different cultural contexts, she brings global perspective, cultural sensitivity and systems thinking to complex transformation efforts.\u003c/p\u003e\n","designation":"Design Lead - Research \u0026 Service Design","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":86182,"title":"Patricia-Salcedo-author","filename":"Patricia-Salcedo-author.png","filesize":216442,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author.png","link":"https://www.frog.co/authors/patricia-salcedo/attachment/patricia-salcedo-author/","alt":"","author":"30","description":"","caption":"","name":"patricia-salcedo-author","status":"inherit","uploadedTo":86180,"date":"2026-03-02 23:09:38","modified":"2026-03-02 23:09:38","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":900,"height":900,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author-768x768.png","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author.png","largeWidth":640,"largeHeight":640,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author.png","1536X1536Width":900,"1536X1536Height":900,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/Patricia-Salcedo-author.png","2048X2048Width":900,"2048X2048Height":900}}},{"slug":"fatima-avendano","authorName":"Fátima Avendaño","bio":"\u003cp\u003eFátima is a Senior Service Designer and Design Researcher with an Industrial Design background and over 8 years of experience leading complex, high-impact projects across healthcare, technology, and consumer industries in Latin America and Europe.\u003c/p\u003e\n\u003cp\u003eShe specializes in service and product design, strategic consultancy, and patient- and user-centric innovation, with extensive experience collaborating with leading pharmaceutical companies such as Roche, AstraZeneca, Novartis, Bayer, among others. Her healthcare work includes the development of patient journeys, diagnostic and treatment algorithms, service optimization, and healthcare experience transformation within regulated environments.\u003c/p\u003e\n\u003cp\u003eIn addition, Fátima has worked with global organizations including Google, Facebook (Meta), PepsiCo, Coca-Cola, Cupra, Basque Culinary Center, Festina, Acciona, and BBVA, among others, contributing to strategic and innovation-driven initiatives.\u003c/p\u003e\n\u003cp\u003eShe has led multidisciplinary teams and end-to-end projects, excelling in stakeholder management, leadership, and cross-functional coordination. Her experience also includes AI-enabled projects, where she maps and analyses processes to identify high-value opportunities for the effective and responsible use of artificial intelligence.\u003c/p\u003e\n","designation":"Senior Service Designer - Research \u0026 Service Design","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":86192,"title":"Fatima Avendano-author","filename":"Fatima Avendano-author.png","filesize":299258,"url":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author.png","link":"https://www.frog.co/authors/fatima-avendano/attachment/fatima-avendano-author/","alt":"","author":"30","description":"","caption":"","name":"fatima-avendano-author","status":"inherit","uploadedTo":86190,"date":"2026-03-02 23:11:15","modified":"2026-03-02 23:11:15","menuOrder":0,"mimeType":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":900,"height":900,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author-150x150.png","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author-300x300.png","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author-768x768.png","mediumLargeWidth":640,"mediumLargeHeight":640,"large":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author.png","largeWidth":640,"largeHeight":640,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author.png","1536X1536Width":900,"1536X1536Height":900,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/Fatima Avendano-author.png","2048X2048Width":900,"2048X2048Height":900}}}]},{"acfFcLayout":"divider","fullWidth":true}],"ifRelated":{"image":{"id":86250,"title":"amplifying-clinical-care-with-ai-share_image","filename":"amplifying-clinical-care-with-ai-share_image.jpg","filesize":322613,"url":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image.jpg","link":"https://www.frog.co/designmind/amplifying-clinical-care-with-ai/attachment/amplifying-clinical-care-with-ai-share_image/","alt":"","author":"30","description":"","caption":"","name":"amplifying-clinical-care-with-ai-share_image","status":"inherit","uploadedTo":86168,"date":"2026-03-12 16:13:50","modified":"2026-03-12 16:13:50","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1200,"height":630,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image-300x158.jpg","mediumWidth":300,"mediumHeight":158,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image-768x403.jpg","mediumLargeWidth":640,"mediumLargeHeight":336,"large":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image-1024x538.jpg","largeWidth":640,"largeHeight":336,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image.jpg","1536X1536Width":1200,"1536X1536Height":630,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/amplifying-clinical-care-with-ai-share_image.jpg","2048X2048Width":1200,"2048X2048Height":630}},"imageOneByOne":false,"imageThreeByFour":false,"imageTwoByOne":false,"title":"Article","description":"Amplifying Clinical Care with AI","url":"/designmind/amplifying-clinical-care-with-ai"},"featuredArticles":{"eyebrow":"Related work","useHomeData":false,"articles":[{"title":"identifeye HEALTH","description":"Retinal Screening Reimagined​​","image":{"id":74459,"title":"24_Case_Study_Identifeye_Header__2","filename":"24_Case_Study_Identifeye_Header__2.png","filesize":478323,"url":"https://wp.frog.co/wp-content/uploads/2024/03/24_Case_Study_Identifeye_Header__2.png","link":"https://www.frog.co/work/retinal-screening-reimagined/attachment/24_case_study_identifeye_header__2/","alt":"","author":"30","description":"","caption":"","name":"24_case_study_identifeye_header__2","status":"inherit","uploadedTo":71393,"date":"2024-06-27 20:14:32","modified":"2024-06-27 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18:19:34","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1440,"height":552,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header-300x115.jpg","medium-width":300,"medium-height":115,"medium_large":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header-768x294.jpg","medium_large-width":640,"medium_large-height":245,"large":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header-1024x393.jpg","large-width":640,"large-height":246,"1536x1536":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header.jpg","1536x1536-width":1440,"1536x1536-height":552,"2048x2048":"https://wp.frog.co/wp-content/uploads/2025/12/Ep56_DMfc_The_Future_of_Customer_Experience-Gagandeep_Gadri_Header.jpg","2048x2048-width":1440,"2048x2048-height":552}},"video_file":false,"title":"Design Mind frogcast Ep.56 – The Future of Customer Experience","description":"Our Guest: Gagandeep Gadri, Managing Director, frog","topics_title":"","topics":false,"author":"Podcast","hide_module":false,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eIn this episode of the Design Mind frogcast\u003c/strong\u003e we’re joined by Gagandeep Gadri, Managing Director of frog to explore the future of customer experience. We examine the gap between what organizations believe they offer and what customers actually feel they’re getting. Plus, we dive into the rise of AI in business and the co-evolution of human-AI chemistry.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFeatured in this episode\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\"\u003eResonance AI Framework by Capgemini\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/creating-consumer-insights-at-scale\"\u003eUnilever: Creating Consumer Insights at Scale\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/designmind/the-new-lines-of-luxury#download\"\u003eThe New Lines of Luxury Report\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/deepening-customer-engagement-with-ikea-retail\"\u003eDeepening Customer Engagement with IKEA Retail\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003eHyliko: Decarbonizing Trucking with Hydrogen\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/home-kitchen-a-new-recipe-for-change\"\u003eHome Kitchen: A New Recipe for Change\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/510877c3-f3b0-4cca-b7da-a89ca17183f1?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 56:\u003c/strong\u003e The Future of Customer Experience\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Gagandeep Gadri, Managing Director, frog\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re exploring the future of \u003ca href=\"https://www.frog.co/services/customer-experience-design\"\u003ecustomer experience\u003c/a\u003e. To do this, we’re joined by Gagandeep Gadri, Managing Director of frog. Gagandeep has spent 25 years driving innovation and unlocking growth for leading global brands. Today, his perspective is further shaped by leading a team of more than 2,000 strategists, creatives, technologists, business and industry experts here at frog. He’ll share why, first and foremost, delivering superior experiences is about way more than individual transactions.\u003c/p\u003e\n\u003cp\u003eWe also examine the gap between what organizations believe they offer and what customers actually feel they’re getting. Plus, we dive into the rise of AI in business and the co-evolution of human-AI chemistry, a topic covered in depth in our new report titled \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e. Check the show notes for a link, trust me, you’re not going to want to miss that.\u003c/p\u003e\n\u003cp\u003eBut first, here’s Gagandeep.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:09] Gagandeep Gadri:\u003c/strong\u003e So a typical day for me, you know what? There\u0026#8217;s not a typical day. It\u0026#8217;s always different. But normally, if I\u0026#8217;m at home, I normally get up and I\u0026#8217;m at the gym at seven o\u0026#8217;clock. But because I live in the UK, I already have topics coming through from US from the day before, but from Australia, Asia, India and then Europe and UK is waking up, so it all goes a bit crazy. But most of the time, I always like to talk to clients to see what\u0026#8217;s happening and how we\u0026#8217;re performing and I like to randomly call someone in frog just to get a sense of what\u0026#8217;s going on and what\u0026#8217;s happening.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:42] Gagandeep Gadri:\u003c/strong\u003e I really love everything we do at frog, you know, the way we help brands all over the world reinvent themselves. You know, really looking at what could be new products, new services, new experiences, but super importantly, how you deliver those experiences to make a real difference.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:57] Gagandeep Gadri:\u003c/strong\u003e And you know, we have such a rich legacy with clients from over 50 years. And given the people that work at frog, they\u0026#8217;re so loyal and fanatical about it. But also we’re recognized in the industry as well, with \u003ca href=\"https://www.frog.co/designmind/forrester-names-capgemini-a-leader-in-customer-experience-strategy-consulting\"\u003eForrester being leaders in CX strategy\u003c/a\u003e and with \u003ca href=\"https://www.forbes.com/lists/worlds-best-management-consulting-firms/\" target=\"_blank\" rel=\"noopener\"\u003eForbes being one of the top consulting firms in the world\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:15] Gagandeep Gadri:\u003c/strong\u003e In my role, I have the pleasure of traveling all over the world and visiting all of our different frog studios and there\u0026#8217;s a lot that I still need to visit. But one of the things that always impresses me is the quality of the people and the quality of the work that is all over the world. It\u0026#8217;s the same creativity, the same passion people have and the quality of the work really impresses me.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:40] Elizabeth Wood:\u003c/strong\u003e Collaborating with clients across the globe means that Gagandeep notices some pretty interesting emerging trends. Here he shares the key developments shaping customer experience today.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:51] Gagandeep Gadri:\u003c/strong\u003e So, you know, CX, it\u0026#8217;s fundamentally changing. It\u0026#8217;s not about being nice or a nice to have in an organization. It\u0026#8217;s a real differentiator. Look, I ask everyone listening, you know, what are the \u003ca href=\"https://www.frog.co/services\" rel=\"noopener\"\u003eexperiences you remember\u003c/a\u003e? And it\u0026#8217;s the ones that are really personal, have a human touch, meaningful and you remember that aeroplane ride, that hotel experience, that shopping experience. So it\u0026#8217;s shifting experience to beyond transactions. And what we know is that if you get the experience right or really good. You get a higher customer satisfaction, but at the same time, that drives more sales, but also lower cost to serve as well. So that\u0026#8217;s why organizations really need to deliver on experience, but not just ordinary experience. It\u0026#8217;s about \u003ca href=\"https://www.frog.co/designmind/learn-design-thinking-customer-experience-design\" rel=\"noopener\"\u003edelivering a superior customer experience\u003c/a\u003e and I\u0026#8217;m afraid if you don\u0026#8217;t want to do that, then you might as well shut up shop and don\u0026#8217;t do anything at all.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:48] Gagandeep Gadri:\u003c/strong\u003e So we did some research, we asked organizations, do you think you\u0026#8217;re delivering a great experience? And 85% of them said yes. But when we asked consumers, only 60% said yes. But of those consumers, we then asked them, do you feel really valued or really special? Only 3% said they did. So there\u0026#8217;s a massive disconnect between what organizations think and then what consumers are thinking. So you need to solve that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:17] Gagandeep Gadri:\u003c/strong\u003e If an organization thinks they\u0026#8217;re meeting the expectation, they\u0026#8217;re not going to invest in it. But if your consumers are saying you\u0026#8217;re not and actually it\u0026#8217;s not very special, you need to listen to that and then understand why and what and start to make investments.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:31] Elizabeth Wood:\u003c/strong\u003e Listening closely to customers and making them feel valued is essential. On top of this, organizations need to make sense of complexity to create truly meaningful experiences.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:40] Gagandeep Gadri:\u003c/strong\u003e There\u0026#8217;s lots of different types of people who do you target? But how do you do that within a world where there are so many different tensions going on economically and politically and we want to do better on the planet as well. So how do you marry all of that complexity and deliver a superior customer experience?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:58] Gagandeep Gadri:\u003c/strong\u003e Our realities are being challenged every single day. So what do I mean by that? Firstly, as a consumer, you have so many choices about what you could do, so being loyal to a brand or thinking on the experience often don\u0026#8217;t happen so much as convenience or what\u0026#8217;s in front of you or some other choices which drive your decision. Now, as an organization, you\u0026#8217;ve got so many people in the world. The globe is so small, but it\u0026#8217;s so big at the same time. So which customers do you target? What do you say to them? How can you be exclusive, but also inclusive of everyone as well? All of that in a dimension of economic turmoil, geopolitical tensions everywhere makes it super hard for an organization to make longer term decisions. And in everyone\u0026#8217;s mind, really importantly, is our planet and how do we do things in a more sustainable way, looking after not only the organizations, but looking after society and the planet at the same time. So addressing all of those different topics is hard.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:07] Elizabeth Wood:\u003c/strong\u003e During our conversation, Gagandeep offered a set of beliefs to help shape a more connected, sustainable and customer-centric approach.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:14] Gagandeep Gadri:\u003c/strong\u003e There are a couple of beliefs that I have which are super important when you\u0026#8217;re looking at experience. Look, the first one is, the only one constant in life is \u003ca href=\"https://www.frog.co/designmind/change-defines-the-new-marketing-operating-model\"\u003echange\u003c/a\u003e. As an organization we\u0026#8217;ve seen 50 years of change, right? How do you bring real emotion into products? How do we then bridge physical and digital? And now, how do you do all of that in a sustainable way? So lots of change that you have to do as an organization, you have to be ready to face into it. The second thing is, we believe that the world is on a dual transition to become more sustainable and to become more digital. But you can\u0026#8217;t think of them separately. You have to address the two things together and that\u0026#8217;s what we call eco-digital. And the third belief is, I often talk to clients and they might be in a business-to-business perspective or a direct-to-consumer and the way you execute on experience in those areas is different, but actually the expectation is the same. If you\u0026#8217;re a person and you work in a procurement department of a large organization, but you\u0026#8217;re also out shopping, buying things, your expectations of what you would expect from a business-to-business is exactly what you would get from a normal consumer experience. So those expectations are set and need to be delivered in a business-to-business perspective as well. And I see that a lot in business out there organizations having to now really step up in a business-to-business perspective, because it\u0026#8217;s the same people you\u0026#8217;re dealing with and they have a certain expectation on experience, on service, on marketing and on engagement. So I think there are three beliefs, really, that we need to think about. Change is constantly happening. You need to be ready for it. The eco-digital era, how do we be sustainable and digital? And B-to-B expectations are set by B-to-C experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:07] Gagandeep Gadri:\u003c/strong\u003e One of the things I see a lot when I talk to customer experience or \u003ca href=\"https://www.frog.co/insights/from-complexity-to-clarity-how-cmos-can-reclaim-marketing-to-build-competitive-edge\"\u003emarketing executives, is, how do you unlock budget in an organization to make change happen?\u003c/a\u003e There\u0026#8217;s a lot of focus on the creativity and how things are so great, but you\u0026#8217;ve got to have a business impact. So the first topic I wanted to talk about is very much about the hot topic of the moment, agentic AI. But I\u0026#8217;m going to talk about agentic AI and human and how you use that to drive profitability. The second topic and the third topic are around hyper-personalization and meaningful engagement. But how do you use those to \u003ca href=\"https://www.frog.co/designmind/building-loyalty-customer-experience\"\u003edrive loyalty\u003c/a\u003e? So your customers are sticky, they come back, they buy more and drive more revenue. The final area I\u0026#8217;m going to talk about is business reinvention. How do you really develop new products and new services? And that\u0026#8217;s really important to \u003ca href=\"https://www.frog.co/services/growth-strategy\"\u003edrive growth\u003c/a\u003e. And I think it\u0026#8217;s very important when we talk about these topics, we link them to a business outcome, because I think that\u0026#8217;s a better way for you to get the support you need in a board in the organization and to get budgets and make change happen.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:16] Gagandeep Gadri:\u003c/strong\u003e I think one of the things as CX executives we need to get much better at is a \u003ca href=\"https://www.frog.co/designmind/the-business-value-of-customer-experience\"\u003estrategy which has clear outcomes to it\u003c/a\u003e. So having clear KPIs, which could be employee focus, customer benefits, but real profit and ROI return as well. So a stronger connect to business case as well. And I think it\u0026#8217;s a muscle for customer marketing executives that we really need to focus on, because often when we speak to our clients. They have great ideas. But how does it realize in business and do a return on investment? So it\u0026#8217;s making that link and following the process in the business in order to get the sign off and support that you need.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:57] Elizabeth Wood:\u003c/strong\u003e More than ever, \u003ca href=\"https://www.frog.co/services/data-and-ai\"\u003eAI seems to be the topic of every business conversation\u003c/a\u003e. Here Gagandeep shares his view on why AI is so critical for the future of customer experience. As frog is part of Capgemini Invent, he also shares a bit about Capgemini’s \u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\" target=\"_blank\" rel=\"noopener\"\u003eResonance AI Framework\u003c/a\u003e–another link you can find in our show notes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:16] Gagandeep Gadri:\u003c/strong\u003e The way I like to talk about agentic AI is agentic AI and humans. It\u0026#8217;s together. And we should really consider AI as an extension to humanity. Why? First part is, if you automate jobs and processes using AI, that actually gives you more time. So the big question is, what do you do with that time? What are the new things we can do to drive better experiences, better outcomes or newer products and services? The second aspect is, you know, you\u0026#8217;re shifting from one mind to many minds.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:50] Gagandeep Gadri:\u003c/strong\u003e If you look at it, you know, internet democratized information, but AI is democratizing wisdom. It\u0026#8217;s about not just one person\u0026#8217;s intelligence, but a collective intelligence, a collective wisdom.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:04] Gagandeep Gadri:\u003c/strong\u003e And you know, AI can never replace person-to-person connections. \u003ca href=\"https://www.frog.co/designmind/three-ways-ai-is-advancing-the-customer-experience\"\u003eSo if you want to thrive in the age of AI, it\u0026#8217;s about becoming exceptionally good at collaborating, but thinking of AI and human together\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:17] Gagandeep Gadri:\u003c/strong\u003e So we\u0026#8217;ve developed a framework to help our clients navigate here and we need to look at it in two parts, you know, we call it the \u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\" target=\"_blank\" rel=\"noopener\"\u003eResonance Framework\u003c/a\u003e. And the first bit is the what and the second bit is the how, right, the what is recognizing there are waves of AI that come there\u0026#8217;s simple automation. There is more complex leverage of AI, maybe bringing physical and digital and biological things together, but there are waves of AI. So yes, there are different things happening. How you do it, we use a three-layer model in order to help our clients navigate it. You know, the first part is access to AI. What\u0026#8217;s your base technology and what\u0026#8217;s your base data? The second is, then, how do you adapt that for your organization? What\u0026#8217;s the vision? What\u0026#8217;s the organization that you have in order to leverage this? But the third part is the really important one and this is where frog plays a massive part. It\u0026#8217;s the adoption, the human-AI chemistry. So what are the things AI does? How does that change what humans do? How do they adapt themselves and how do you make it work together?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:27] Gagandeep Gadri:\u003c/strong\u003e Most of the AI tools that have been developed at the minute are for people like me that sit at a desk, yet 80% of the workforce are on their feet and they\u0026#8217;re working with their hands. What are the AI tools for them? So we had one of the world\u0026#8217;s leading grocers come to us and say, our coworkers in store, how can we enable them with AI so that they can deliver a better experience? So we\u0026#8217;ve actually been working with them to \u003ca href=\"https://www.frog.co/designmind/empowering-frontline-retail-workers-with-ai\"\u003edevelop a headset tool which allows someone who\u0026#8217;s working on the shop floor to then respond more easily\u003c/a\u003e, have information about what product available, more detail about products, give alternatives to products if they\u0026#8217;re not available. And actually the business case around that is 100 million in cost efficiency, but also revenue growth. So this is my point about leveraging AI with humans together in order to drive profitability.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:20] Elizabeth Wood:\u003c/strong\u003e We’re going to take a short break. When we return, we’ll hear more from Gagandeep on the future of AI and customer experience.\u003c/p\u003e\n"},{"acf_fc_layout":"report_link_out_block","image":{"ID":86210,"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploaded_to":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menu_order":0,"mime_type":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","medium-width":300,"medium-height":287,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","medium_large-width":640,"medium_large-height":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","large-width":640,"large-height":613,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536x1536-width":1268,"1536x1536-height":1214,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048x2048-width":1268,"2048x2048-height":1214}},"description":"Featured in this episode is the recent frog report ‘Futurescape: Artificial Realities.’","report_link":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acf_fc_layout":"long_form_text_block","text_content":"\u003cp\u003e\u003cstrong\u003e[00:14:00] Elizabeth Wood:\u003c/strong\u003e Now back to Gagandeep Gadri, Managing Director of frog. Here he shares more on specific uses cases for AI and customer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:08] Gagandeep Gadri:\u003c/strong\u003e Hyper-personalization. We\u0026#8217;ve been talking about that for over 30 years, but now you can really do it. You know, you can take a picture and that picture can then be turned into a video and it could have different languages or different backgrounds or even people in it from that one picture or brand input that you give. So now you can really make hyper-personalization happen. But our clients are saying to us, you know, with this fundamental change that\u0026#8217;s happening, what does that mean for the marketing department? How are they going to change?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:41] Gagandeep Gadri:\u003c/strong\u003e In a lot of personalization, it\u0026#8217;s about how you get the data and connect it into insights. You know, we have a \u003ca href=\"https://www.frog.co/work/creating-consumer-insights-at-scale\"\u003elong standing relationship with Unilever and we\u0026#8217;ve set up something called the People Data Center\u003c/a\u003e, because it\u0026#8217;s not just about the data, it\u0026#8217;s what the people do with it and how you use it across the business. And I think it\u0026#8217;s a great relationship we\u0026#8217;ve had, which is really using data everything from developing a project product through to marketing it, through to the supply chain and the customer service, you know, understanding what you can do with that data and information. You know, how does your product compare with the second best product or a competitor product? What can you learn? How about when someone shoots a social media post about your product? How do you take that information and not just what they\u0026#8217;re saying in the video, but where they\u0026#8217;re standing and what they\u0026#8217;re doing and bring all of that data in and I think all of that information just helps you personalize customer experience more and more.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:37] Gagandeep Gadri:\u003c/strong\u003e You know, the marketing department has a key shift and a role when it comes to the overall experience. You know, what we\u0026#8217;re seeing in the marketplace is it\u0026#8217;s not just about the engagement or the communication. It\u0026#8217;s about the end-to-end experience. Why? Because at multiple touch points, you\u0026#8217;re engaging with customers. So if you want to land the brand position, you want to land the brand narrative, it\u0026#8217;s happening in a continuous way along the experience and a key part of that are employees and co workers as well, right? They need to be on point with that message. So I think when we think about marketing, we need to think about it in an end-to-end way affecting the whole experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:16] Gagandeep Gadri:\u003c/strong\u003e So one of the world\u0026#8217;s leading beverage companies came to us and said, look, in a world in which you have agentic agents everywhere, they\u0026#8217;re listening to you and actually beginning to make decisions on your behalf, what does that mean for my marketing department?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:31] Gagandeep Gadri:\u003c/strong\u003e So the impact on marketing is going to be fundamental. Okay, yes, there\u0026#8217;s some automation and efficiency gain and simplification, but the real power is on growth. Okay, if you\u0026#8217;re more personal and you can scale more, you have a closer engagement, you\u0026#8217;re going to drive growth. And you know, the magic comes from the hyper-personalization, which is all about knowing customers and consumers and bringing them to the moment, but then hyper-contextualization is these agents that really listen to where you are, what are you doing in the moment and then when you bring the two together, that\u0026#8217;s where you can have the magic moments happen, right? Because it\u0026#8217;s hyper-personalized, hyper-contextual. So real, great power there to drive scale and growth, but it\u0026#8217;s a fundamental rethink of the marketing organization. You know it\u0026#8217;s no longer a linear process, it\u0026#8217;s more cyclical, it\u0026#8217;s adaptive, but it\u0026#8217;s also experience focused. It\u0026#8217;s not just on the engagement. Yes, it\u0026#8217;s got agentic at its core. So data and tech is important, but the human intuition, human traits to come through, are going to be super important. Otherwise, it\u0026#8217;s all going to become the same, right? And so in a marketing department, yes, you\u0026#8217;ll need data skills, technology skills, but creativity, authenticity, behavioral science, experimentation, thinking about end-to-end, all of these things are going to be really, really key, which is super important to get hyper-personalization right.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:59] Elizabeth Wood:\u003c/strong\u003e Getting hyper-personalization right is just one lever for ensuring customer loyalty, but it will still require human oversight. During our conversation, Gagandeep stressed why AI cannot replace the human touch when it comes to ensuring value —specifically when it comes to the power of storytelling.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:15] Gagandeep Gadri:\u003c/strong\u003e I think human creativity and ideas are still going to rule. Why? Because as human beings, we\u0026#8217;re storytellers. We like the story. So when you look at a piece of art or you look at a new product, you like the art and the product, but we equally like the story. How is it made? How did it come to happen? Well, actually, if AI is doing all of that, there\u0026#8217;s not much of a story there to tell. That\u0026#8217;s why I think the engagement and the meaningful engagement part, there\u0026#8217;s a huge role for humans to play in there, to drive that creativity and to drive those stories. \u003ca href=\"https://www.capgemini.com/gb-en/news/client-stories/deepening-customer-engagement-with-ikea-retail/\" target=\"_blank\" rel=\"noopener\"\u003eIKEA came to us when they were talking to us about Ikea Family\u003c/a\u003e, you know, one of the world\u0026#8217;s largest loyalty programs with really, in a world of digital, in a world in which their shoppers are shopping all over different channels, what\u0026#8217;s the role of Ikea Family? And that\u0026#8217;s where we looked at adapting Ikea Family to unlock a big question. Big question being: Your home is never done. So you might start off doing a bedroom or a kitchen, you then might move home. So how can Ikea Family play the role, play that partner of yours to help you complete the home all the time and having that insight and driving that in the engagement that you\u0026#8217;re then doing makes loyalty happen and that\u0026#8217;s what\u0026#8217;s been really key and success. And the \u003ca href=\"https://www.frog.co/work/deepening-customer-engagement-with-ikea-retail\"\u003ecase study\u003c/a\u003e is on our website and there\u0026#8217;s a lot of information about what we\u0026#8217;ve done, but super, really good way where we\u0026#8217;re leveraging technology, data and information, but with meaningful engagement., data and information, but with meaningful engagement.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:43] Elizabeth Wood:\u003c/strong\u003e Ultimately, delivering on customer experience builds brands and drives loyalty. But it also unlocks unlimited potential for growth and business reinvention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:52] Gagandeep Gadri:\u003c/strong\u003e The final area I wanted to talk about was business reinvention, and that\u0026#8217;s super important when it comes to customer experience because it\u0026#8217;s all about what are the products, what are the services, what are the new experiences you want to give to consumers, right? And we learn so much data and information about consumers. How do we use that to reinvent what we do? And I think the first thing to say here is that it\u0026#8217;s not a one off. Organizations need a constant muscle to reinvent themselves, because technology expectations are changing so fast around us, you need to be able to continually reinvest so that you\u0026#8217;re relevant to consumers, because there\u0026#8217;s going to be competition coming along to deliver new products and new services. So we talk about that as business reinvention, but it\u0026#8217;s on a continuous basis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:40] Gagandeep Gadri:\u003c/strong\u003e So over the last year, we\u0026#8217;ve been looking at a segment, \u003ca href=\"https://www.frog.co/services/global-luxury\"\u003eluxury segment and across industries, so wealth banking, high-end cars, high-end clothing and jewelry\u003c/a\u003e, because it\u0026#8217;s being reshaped and it\u0026#8217;s being reinvented. \u003ca href=\"https://www.frog.co/designmind/the-new-lines-of-luxury\"\u003eSo we\u0026#8217;ve done this great research you can get on the website as well, where we spoke to thousands of High-Net-Worth Individuals about what their expectations are\u003c/a\u003e. And that was super important for us to understand, how do we reinvent in this area. And a couple of key insights from there were around, you know, there is a fatigue in the market setting in, there are signs of saturation and shifting priorities. Secondly, emotional expectations are really exploding. Consumers are really seeking meaning and connection transformations. You know, when I spoke about meaning. Experiences, human experiences. In this segment, it\u0026#8217;s really, really key. But also, \u003ca href=\"https://www.frog.co/designmind/genz-will-reinvent-your-business-heres-how\"\u003eGen Z is emerging as a cultural force\u003c/a\u003e. You know, they\u0026#8217;re setting new standards. They want really good visual storytelling, authenticity and brand engagement. So all of these are rewriting the rules of what we call desirability and the way we approach that is on three dimensions when we talk to our luxury clients, right? First one is around elevating timeless craft with innovation. \u003ca href=\"https://www.frog.co/work/reimagining-luxury-craftsmanship\"\u003eSo how do you take the legacy, the heritage of your luxury brand, but innovate with technology?\u003c/a\u003e The second one is, how do you commit to uniqueness, but through real intimacy in digital moments and physical moments as well. But the final area is around, how do you inspire as a social leader as well, to sustain desire. So it\u0026#8217;s really important, even in this market, sustainability is a key, key topic. So how do we make sure of packaging the experience? Yes, it delivers a luxury touch, but we\u0026#8217;re very conscious about what we do and in a sustainable way as well.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:37] Elizabeth Wood:\u003c/strong\u003e Across all industries, the dual focus of sustainability and digitalization plays a very important role, when it comes to delivering on customer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:46] Gagandeep Gadri:\u003c/strong\u003e One of the major industries which is really changing is transportation and the effect that has on \u003ca href=\"https://www.frog.co/services/sustainability\"\u003esustainability\u003c/a\u003e. So we had the \u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003eKouros Group and Hyliko come to us to talk about, how do we decarbonize heavy duty trucking?\u003c/a\u003e So we worked with them to come up with a whole new truck-as-a-service platform. So instead of having your own trucks, you\u0026#8217;re able to get trucks for as long as you need them, but they\u0026#8217;re all hydrogen powered vehicles as well. So it\u0026#8217;s green hydrogen, fleet management and maintenance. So how do you set that up as a service? So we worked with them to develop the proposition, to develop the business model that was going to be needed as well and, as Capgemini, then we worked with them to create \u003ca href=\"https://www.capgemini.com/news/client-stories/hyliko-powers-freight-transport-with-hydrogen/\" target=\"_blank\" rel=\"noopener\"\u003ethe technology platform\u003c/a\u003e, the technology system that would be needed to drive that forward again, it\u0026#8217;s a great \u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003ecase study\u003c/a\u003e on our website about how we\u0026#8217;re reinventing businesses in a whole new area, but that delivers a better experience. So imagine as a company, if you use them as a service, you can talk about how you\u0026#8217;re being sustainable in the experience you\u0026#8217;re delivering for your consumers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:55] Gagandeep Gadri:\u003c/strong\u003e You know, experiences come in all shapes and sizes. It doesn\u0026#8217;t have to be a private sector, big brand consumer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:03] Gagandeep Gadri:\u003c/strong\u003e We had \u003ca href=\"https://www.frog.co/work/home-kitchen-a-new-recipe-for-change\"\u003eHome Kitchen\u003c/a\u003e, a not-for-profit restaurant and social impact program come to us to help vulnerable people get out of poverty and into work.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:14] Gagandeep Gadri:\u003c/strong\u003e Did you know every night in the UK, \u003ca href=\"https://england.shelter.org.uk/media/press_release/at_least_382000_people_are_homeless_in_england_today_\" target=\"_blank\" rel=\"noopener\"\u003enearly 300,000 people face homelessness\u003c/a\u003e, with nearly two thirds of those in London. So home kitchen was set up to address the issue and combat the stigma surrounding it. Their mission is to help socially vulnerable people get out of poverty and into work. As frog, we did some pro bono work for them, which really focused on shaping the brand identity, the look, the vision and the look of the actual restaurant itself. And what we focused on was highlighting the journey of the individuals behind every meal, showcasing them building their futures one plate at a time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:53] Gagandeep Gadri:\u003c/strong\u003e As a brand, as an organization, your employees are your first customers, so take care of your employees and they\u0026#8217;ll take care of your customers. This is super important and we\u0026#8217;re seeing it more and more in the industry. You know, they give your brand narrative, brand messaging, brand position, positioning. So if they\u0026#8217;re not happy and they\u0026#8217;re not on message, your customers will pick that up. So so make that connection and make them feel very special.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:25:17] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and more from our conversation.\u003c/p\u003e\n\u003cp\u003eWe really want to thank Gagandeep Gadri, Managing Director of frog for sharing his insights. Be sure to download our new report, \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e for 12 predictions and provocations exploring the future of human-AI chemistry.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"ID":42755,"post_author":"30","post_date":"2022-03-28 15:20:00","post_date_gmt":"2022-03-28 15:20:00","post_content":"","post_title":"Gagandeep Gadri","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"gagandeep-gadri","to_ping":"","pinged":"","post_modified":"2026-02-03 22:14:08","post_modified_gmt":"2026-02-03 22:14:08","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=42755","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Gagandeep Gadri","bio":"\u003cp\u003eGagandeep is an Executive Vice President and is the Managing Director of frog globally and the Head of frog in the United Kingdom. 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We examine the gap between what organizations believe they offer and what customers actually feel they’re getting. Plus, we dive into the rise of AI in business and the co-evolution of human-AI chemistry.\u003c/p\u003e\n\u003cp\u003eListen to the podcast episode below. You can also find the \u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e, \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003eSpotify\u003c/a\u003e and anywhere you listen to podcasts.\u003c/p\u003e\n\u003cp\u003eFeatured in this episode\u003c/p\u003e\n\u003cul\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\"\u003eResonance AI Framework by Capgemini\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/creating-consumer-insights-at-scale\"\u003eUnilever: Creating Consumer Insights at Scale\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/designmind/the-new-lines-of-luxury#download\"\u003eThe New Lines of Luxury Report\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/deepening-customer-engagement-with-ikea-retail\"\u003eDeepening Customer Engagement with IKEA Retail\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003eHyliko: Decarbonizing Trucking with Hydrogen\u003c/a\u003e\u003c/li\u003e\n\u003cli\u003e\u003ca href=\"https://www.frog.co/work/home-kitchen-a-new-recipe-for-change\"\u003eHome Kitchen: A New Recipe for Change\u003c/a\u003e\u003c/li\u003e\n\u003c/ul\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003ciframe loading=\"lazy\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://player.simplecast.com/510877c3-f3b0-4cca-b7da-a89ca17183f1?dark=true\"\u003e\u003c/iframe\u003e\u003c/p\u003e\n"},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003eEpisode Transcript:\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign Mind frogcast\u003c/strong\u003e\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eEpisode 56:\u003c/strong\u003e The Future of Customer Experience\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eGuest:\u003c/strong\u003e Gagandeep Gadri, Managing Director, frog\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:00:03] Elizabeth Wood:\u003c/strong\u003e Welcome to the Design Mind frogcast. Each episode, we go behind the scenes to meet the people designing what’s next in the world of products, services and experiences, both here at frog and far, far outside the pond. I’m Elizabeth Wood.\u003c/p\u003e\n\u003cp\u003eToday on our show, we’re exploring the future of \u003ca href=\"https://www.frog.co/services/customer-experience-design\"\u003ecustomer experience\u003c/a\u003e. To do this, we’re joined by Gagandeep Gadri, Managing Director of frog. Gagandeep has spent 25 years driving innovation and unlocking growth for leading global brands. Today, his perspective is further shaped by leading a team of more than 2,000 strategists, creatives, technologists, business and industry experts here at frog. He’ll share why, first and foremost, delivering superior experiences is about way more than individual transactions.\u003c/p\u003e\n\u003cp\u003eWe also examine the gap between what organizations believe they offer and what customers actually feel they’re getting. Plus, we dive into the rise of AI in business and the co-evolution of human-AI chemistry, a topic covered in depth in our new report titled \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e. Check the show notes for a link, trust me, you’re not going to want to miss that.\u003c/p\u003e\n\u003cp\u003eBut first, here’s Gagandeep.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:09] Gagandeep Gadri:\u003c/strong\u003e So a typical day for me, you know what? There\u0026#8217;s not a typical day. It\u0026#8217;s always different. But normally, if I\u0026#8217;m at home, I normally get up and I\u0026#8217;m at the gym at seven o\u0026#8217;clock. But because I live in the UK, I already have topics coming through from US from the day before, but from Australia, Asia, India and then Europe and UK is waking up, so it all goes a bit crazy. But most of the time, I always like to talk to clients to see what\u0026#8217;s happening and how we\u0026#8217;re performing and I like to randomly call someone in frog just to get a sense of what\u0026#8217;s going on and what\u0026#8217;s happening.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:42] Gagandeep Gadri:\u003c/strong\u003e I really love everything we do at frog, you know, the way we help brands all over the world reinvent themselves. You know, really looking at what could be new products, new services, new experiences, but super importantly, how you deliver those experiences to make a real difference.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:01:57] Gagandeep Gadri:\u003c/strong\u003e And you know, we have such a rich legacy with clients from over 50 years. And given the people that work at frog, they\u0026#8217;re so loyal and fanatical about it. But also we’re recognized in the industry as well, with \u003ca href=\"https://www.frog.co/designmind/forrester-names-capgemini-a-leader-in-customer-experience-strategy-consulting\"\u003eForrester being leaders in CX strategy\u003c/a\u003e and with \u003ca href=\"https://www.forbes.com/lists/worlds-best-management-consulting-firms/\" target=\"_blank\" rel=\"noopener\"\u003eForbes being one of the top consulting firms in the world\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:15] Gagandeep Gadri:\u003c/strong\u003e In my role, I have the pleasure of traveling all over the world and visiting all of our different frog studios and there\u0026#8217;s a lot that I still need to visit. But one of the things that always impresses me is the quality of the people and the quality of the work that is all over the world. It\u0026#8217;s the same creativity, the same passion people have and the quality of the work really impresses me.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:40] Elizabeth Wood:\u003c/strong\u003e Collaborating with clients across the globe means that Gagandeep notices some pretty interesting emerging trends. Here he shares the key developments shaping customer experience today.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:02:51] Gagandeep Gadri:\u003c/strong\u003e So, you know, CX, it\u0026#8217;s fundamentally changing. It\u0026#8217;s not about being nice or a nice to have in an organization. It\u0026#8217;s a real differentiator. Look, I ask everyone listening, you know, what are the \u003ca href=\"https://www.frog.co/services\" rel=\"noopener\"\u003eexperiences you remember\u003c/a\u003e? And it\u0026#8217;s the ones that are really personal, have a human touch, meaningful and you remember that aeroplane ride, that hotel experience, that shopping experience. So it\u0026#8217;s shifting experience to beyond transactions. And what we know is that if you get the experience right or really good. You get a higher customer satisfaction, but at the same time, that drives more sales, but also lower cost to serve as well. So that\u0026#8217;s why organizations really need to deliver on experience, but not just ordinary experience. It\u0026#8217;s about \u003ca href=\"https://www.frog.co/designmind/learn-design-thinking-customer-experience-design\" rel=\"noopener\"\u003edelivering a superior customer experience\u003c/a\u003e and I\u0026#8217;m afraid if you don\u0026#8217;t want to do that, then you might as well shut up shop and don\u0026#8217;t do anything at all.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:03:48] Gagandeep Gadri:\u003c/strong\u003e So we did some research, we asked organizations, do you think you\u0026#8217;re delivering a great experience? And 85% of them said yes. But when we asked consumers, only 60% said yes. But of those consumers, we then asked them, do you feel really valued or really special? Only 3% said they did. So there\u0026#8217;s a massive disconnect between what organizations think and then what consumers are thinking. So you need to solve that.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:17] Gagandeep Gadri:\u003c/strong\u003e If an organization thinks they\u0026#8217;re meeting the expectation, they\u0026#8217;re not going to invest in it. But if your consumers are saying you\u0026#8217;re not and actually it\u0026#8217;s not very special, you need to listen to that and then understand why and what and start to make investments.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:31] Elizabeth Wood:\u003c/strong\u003e Listening closely to customers and making them feel valued is essential. On top of this, organizations need to make sense of complexity to create truly meaningful experiences.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:40] Gagandeep Gadri:\u003c/strong\u003e There\u0026#8217;s lots of different types of people who do you target? But how do you do that within a world where there are so many different tensions going on economically and politically and we want to do better on the planet as well. So how do you marry all of that complexity and deliver a superior customer experience?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:04:58] Gagandeep Gadri:\u003c/strong\u003e Our realities are being challenged every single day. So what do I mean by that? Firstly, as a consumer, you have so many choices about what you could do, so being loyal to a brand or thinking on the experience often don\u0026#8217;t happen so much as convenience or what\u0026#8217;s in front of you or some other choices which drive your decision. Now, as an organization, you\u0026#8217;ve got so many people in the world. The globe is so small, but it\u0026#8217;s so big at the same time. So which customers do you target? What do you say to them? How can you be exclusive, but also inclusive of everyone as well? All of that in a dimension of economic turmoil, geopolitical tensions everywhere makes it super hard for an organization to make longer term decisions. And in everyone\u0026#8217;s mind, really importantly, is our planet and how do we do things in a more sustainable way, looking after not only the organizations, but looking after society and the planet at the same time. So addressing all of those different topics is hard.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:07] Elizabeth Wood:\u003c/strong\u003e During our conversation, Gagandeep offered a set of beliefs to help shape a more connected, sustainable and customer-centric approach.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:06:14] Gagandeep Gadri:\u003c/strong\u003e There are a couple of beliefs that I have which are super important when you\u0026#8217;re looking at experience. Look, the first one is, the only one constant in life is \u003ca href=\"https://www.frog.co/designmind/change-defines-the-new-marketing-operating-model\"\u003echange\u003c/a\u003e. As an organization we\u0026#8217;ve seen 50 years of change, right? How do you bring real emotion into products? How do we then bridge physical and digital? And now, how do you do all of that in a sustainable way? So lots of change that you have to do as an organization, you have to be ready to face into it. The second thing is, we believe that the world is on a dual transition to become more sustainable and to become more digital. But you can\u0026#8217;t think of them separately. You have to address the two things together and that\u0026#8217;s what we call eco-digital. And the third belief is, I often talk to clients and they might be in a business-to-business perspective or a direct-to-consumer and the way you execute on experience in those areas is different, but actually the expectation is the same. If you\u0026#8217;re a person and you work in a procurement department of a large organization, but you\u0026#8217;re also out shopping, buying things, your expectations of what you would expect from a business-to-business is exactly what you would get from a normal consumer experience. So those expectations are set and need to be delivered in a business-to-business perspective as well. And I see that a lot in business out there organizations having to now really step up in a business-to-business perspective, because it\u0026#8217;s the same people you\u0026#8217;re dealing with and they have a certain expectation on experience, on service, on marketing and on engagement. So I think there are three beliefs, really, that we need to think about. Change is constantly happening. You need to be ready for it. The eco-digital era, how do we be sustainable and digital? And B-to-B expectations are set by B-to-C experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:08:07] Gagandeep Gadri:\u003c/strong\u003e One of the things I see a lot when I talk to customer experience or \u003ca href=\"https://www.frog.co/insights/from-complexity-to-clarity-how-cmos-can-reclaim-marketing-to-build-competitive-edge\"\u003emarketing executives, is, how do you unlock budget in an organization to make change happen?\u003c/a\u003e There\u0026#8217;s a lot of focus on the creativity and how things are so great, but you\u0026#8217;ve got to have a business impact. So the first topic I wanted to talk about is very much about the hot topic of the moment, agentic AI. But I\u0026#8217;m going to talk about agentic AI and human and how you use that to drive profitability. The second topic and the third topic are around hyper-personalization and meaningful engagement. But how do you use those to \u003ca href=\"https://www.frog.co/designmind/building-loyalty-customer-experience\"\u003edrive loyalty\u003c/a\u003e? So your customers are sticky, they come back, they buy more and drive more revenue. The final area I\u0026#8217;m going to talk about is business reinvention. How do you really develop new products and new services? And that\u0026#8217;s really important to \u003ca href=\"https://www.frog.co/services/growth-strategy\"\u003edrive growth\u003c/a\u003e. And I think it\u0026#8217;s very important when we talk about these topics, we link them to a business outcome, because I think that\u0026#8217;s a better way for you to get the support you need in a board in the organization and to get budgets and make change happen.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:16] Gagandeep Gadri:\u003c/strong\u003e I think one of the things as CX executives we need to get much better at is a \u003ca href=\"https://www.frog.co/designmind/the-business-value-of-customer-experience\"\u003estrategy which has clear outcomes to it\u003c/a\u003e. So having clear KPIs, which could be employee focus, customer benefits, but real profit and ROI return as well. So a stronger connect to business case as well. And I think it\u0026#8217;s a muscle for customer marketing executives that we really need to focus on, because often when we speak to our clients. They have great ideas. But how does it realize in business and do a return on investment? So it\u0026#8217;s making that link and following the process in the business in order to get the sign off and support that you need.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:09:57] Elizabeth Wood:\u003c/strong\u003e More than ever, \u003ca href=\"https://www.frog.co/services/data-and-ai\"\u003eAI seems to be the topic of every business conversation\u003c/a\u003e. Here Gagandeep shares his view on why AI is so critical for the future of customer experience. As frog is part of Capgemini Invent, he also shares a bit about Capgemini’s \u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\" target=\"_blank\" rel=\"noopener\"\u003eResonance AI Framework\u003c/a\u003e–another link you can find in our show notes.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:16] Gagandeep Gadri:\u003c/strong\u003e The way I like to talk about agentic AI is agentic AI and humans. It\u0026#8217;s together. And we should really consider AI as an extension to humanity. Why? First part is, if you automate jobs and processes using AI, that actually gives you more time. So the big question is, what do you do with that time? What are the new things we can do to drive better experiences, better outcomes or newer products and services? The second aspect is, you know, you\u0026#8217;re shifting from one mind to many minds.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:10:50] Gagandeep Gadri:\u003c/strong\u003e If you look at it, you know, internet democratized information, but AI is democratizing wisdom. It\u0026#8217;s about not just one person\u0026#8217;s intelligence, but a collective intelligence, a collective wisdom.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:04] Gagandeep Gadri:\u003c/strong\u003e And you know, AI can never replace person-to-person connections. \u003ca href=\"https://www.frog.co/designmind/three-ways-ai-is-advancing-the-customer-experience\"\u003eSo if you want to thrive in the age of AI, it\u0026#8217;s about becoming exceptionally good at collaborating, but thinking of AI and human together\u003c/a\u003e.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:11:17] Gagandeep Gadri:\u003c/strong\u003e So we\u0026#8217;ve developed a framework to help our clients navigate here and we need to look at it in two parts, you know, we call it the \u003ca href=\"https://www.capgemini.com/solutions/resonance-ai-framework/\" target=\"_blank\" rel=\"noopener\"\u003eResonance Framework\u003c/a\u003e. And the first bit is the what and the second bit is the how, right, the what is recognizing there are waves of AI that come there\u0026#8217;s simple automation. There is more complex leverage of AI, maybe bringing physical and digital and biological things together, but there are waves of AI. So yes, there are different things happening. How you do it, we use a three-layer model in order to help our clients navigate it. You know, the first part is access to AI. What\u0026#8217;s your base technology and what\u0026#8217;s your base data? The second is, then, how do you adapt that for your organization? What\u0026#8217;s the vision? What\u0026#8217;s the organization that you have in order to leverage this? But the third part is the really important one and this is where frog plays a massive part. It\u0026#8217;s the adoption, the human-AI chemistry. So what are the things AI does? How does that change what humans do? How do they adapt themselves and how do you make it work together?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:12:27] Gagandeep Gadri:\u003c/strong\u003e Most of the AI tools that have been developed at the minute are for people like me that sit at a desk, yet 80% of the workforce are on their feet and they\u0026#8217;re working with their hands. What are the AI tools for them? So we had one of the world\u0026#8217;s leading grocers come to us and say, our coworkers in store, how can we enable them with AI so that they can deliver a better experience? So we\u0026#8217;ve actually been working with them to \u003ca href=\"https://www.frog.co/designmind/empowering-frontline-retail-workers-with-ai\"\u003edevelop a headset tool which allows someone who\u0026#8217;s working on the shop floor to then respond more easily\u003c/a\u003e, have information about what product available, more detail about products, give alternatives to products if they\u0026#8217;re not available. And actually the business case around that is 100 million in cost efficiency, but also revenue growth. So this is my point about leveraging AI with humans together in order to drive profitability.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:13:20] Elizabeth Wood:\u003c/strong\u003e We’re going to take a short break. When we return, we’ll hear more from Gagandeep on the future of AI and customer experience.\u003c/p\u003e\n"},{"acfFcLayout":"report_link_out_block","image":{"id":86210,"title":"design-mind-frogcast-ep-56-futurescape","filename":"design-mind-frogcast-ep-56-futurescape.jpg","filesize":77251,"url":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","link":"https://www.frog.co/designmind/design-mind-frogcast-ep-56-the-future-of-customer-experience/attachment/design-mind-frogcast-ep-56-futurescape/","alt":"","author":"30","description":"","caption":"","name":"design-mind-frogcast-ep-56-futurescape","status":"inherit","uploadedTo":85084,"date":"2026-03-04 17:31:32","modified":"2026-03-04 17:31:32","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1268,"height":1214,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-300x287.jpg","mediumWidth":300,"mediumHeight":287,"mediumLarge":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-768x735.jpg","mediumLargeWidth":640,"mediumLargeHeight":613,"large":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape-1024x980.jpg","largeWidth":640,"largeHeight":613,"1536X1536":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","1536X1536Width":1268,"1536X1536Height":1214,"2048X2048":"https://wp.frog.co/wp-content/uploads/2026/03/design-mind-frogcast-ep-56-futurescape.jpg","2048X2048Width":1268,"2048X2048Height":1214}},"description":"Featured in this episode is the recent frog report ‘Futurescape: Artificial Realities.’","reportLink":{"label":"Download the Report","url":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry","type":"internal"}},{"acfFcLayout":"long_form_text_block","textContent":"\u003cp\u003e\u003cstrong\u003e[00:14:00] Elizabeth Wood:\u003c/strong\u003e Now back to Gagandeep Gadri, Managing Director of frog. Here he shares more on specific uses cases for AI and customer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:08] Gagandeep Gadri:\u003c/strong\u003e Hyper-personalization. We\u0026#8217;ve been talking about that for over 30 years, but now you can really do it. You know, you can take a picture and that picture can then be turned into a video and it could have different languages or different backgrounds or even people in it from that one picture or brand input that you give. So now you can really make hyper-personalization happen. But our clients are saying to us, you know, with this fundamental change that\u0026#8217;s happening, what does that mean for the marketing department? How are they going to change?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:14:41] Gagandeep Gadri:\u003c/strong\u003e In a lot of personalization, it\u0026#8217;s about how you get the data and connect it into insights. You know, we have a \u003ca href=\"https://www.frog.co/work/creating-consumer-insights-at-scale\"\u003elong standing relationship with Unilever and we\u0026#8217;ve set up something called the People Data Center\u003c/a\u003e, because it\u0026#8217;s not just about the data, it\u0026#8217;s what the people do with it and how you use it across the business. And I think it\u0026#8217;s a great relationship we\u0026#8217;ve had, which is really using data everything from developing a project product through to marketing it, through to the supply chain and the customer service, you know, understanding what you can do with that data and information. You know, how does your product compare with the second best product or a competitor product? What can you learn? How about when someone shoots a social media post about your product? How do you take that information and not just what they\u0026#8217;re saying in the video, but where they\u0026#8217;re standing and what they\u0026#8217;re doing and bring all of that data in and I think all of that information just helps you personalize customer experience more and more.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:15:37] Gagandeep Gadri:\u003c/strong\u003e You know, the marketing department has a key shift and a role when it comes to the overall experience. You know, what we\u0026#8217;re seeing in the marketplace is it\u0026#8217;s not just about the engagement or the communication. It\u0026#8217;s about the end-to-end experience. Why? Because at multiple touch points, you\u0026#8217;re engaging with customers. So if you want to land the brand position, you want to land the brand narrative, it\u0026#8217;s happening in a continuous way along the experience and a key part of that are employees and co workers as well, right? They need to be on point with that message. So I think when we think about marketing, we need to think about it in an end-to-end way affecting the whole experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:16] Gagandeep Gadri:\u003c/strong\u003e So one of the world\u0026#8217;s leading beverage companies came to us and said, look, in a world in which you have agentic agents everywhere, they\u0026#8217;re listening to you and actually beginning to make decisions on your behalf, what does that mean for my marketing department?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:16:31] Gagandeep Gadri:\u003c/strong\u003e So the impact on marketing is going to be fundamental. Okay, yes, there\u0026#8217;s some automation and efficiency gain and simplification, but the real power is on growth. Okay, if you\u0026#8217;re more personal and you can scale more, you have a closer engagement, you\u0026#8217;re going to drive growth. And you know, the magic comes from the hyper-personalization, which is all about knowing customers and consumers and bringing them to the moment, but then hyper-contextualization is these agents that really listen to where you are, what are you doing in the moment and then when you bring the two together, that\u0026#8217;s where you can have the magic moments happen, right? Because it\u0026#8217;s hyper-personalized, hyper-contextual. So real, great power there to drive scale and growth, but it\u0026#8217;s a fundamental rethink of the marketing organization. You know it\u0026#8217;s no longer a linear process, it\u0026#8217;s more cyclical, it\u0026#8217;s adaptive, but it\u0026#8217;s also experience focused. It\u0026#8217;s not just on the engagement. Yes, it\u0026#8217;s got agentic at its core. So data and tech is important, but the human intuition, human traits to come through, are going to be super important. Otherwise, it\u0026#8217;s all going to become the same, right? And so in a marketing department, yes, you\u0026#8217;ll need data skills, technology skills, but creativity, authenticity, behavioral science, experimentation, thinking about end-to-end, all of these things are going to be really, really key, which is super important to get hyper-personalization right.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:17:59] Elizabeth Wood:\u003c/strong\u003e Getting hyper-personalization right is just one lever for ensuring customer loyalty, but it will still require human oversight. During our conversation, Gagandeep stressed why AI cannot replace the human touch when it comes to ensuring value —specifically when it comes to the power of storytelling.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:18:15] Gagandeep Gadri:\u003c/strong\u003e I think human creativity and ideas are still going to rule. Why? Because as human beings, we\u0026#8217;re storytellers. We like the story. So when you look at a piece of art or you look at a new product, you like the art and the product, but we equally like the story. How is it made? How did it come to happen? Well, actually, if AI is doing all of that, there\u0026#8217;s not much of a story there to tell. That\u0026#8217;s why I think the engagement and the meaningful engagement part, there\u0026#8217;s a huge role for humans to play in there, to drive that creativity and to drive those stories. \u003ca href=\"https://www.capgemini.com/gb-en/news/client-stories/deepening-customer-engagement-with-ikea-retail/\" target=\"_blank\" rel=\"noopener\"\u003eIKEA came to us when they were talking to us about Ikea Family\u003c/a\u003e, you know, one of the world\u0026#8217;s largest loyalty programs with really, in a world of digital, in a world in which their shoppers are shopping all over different channels, what\u0026#8217;s the role of Ikea Family? And that\u0026#8217;s where we looked at adapting Ikea Family to unlock a big question. Big question being: Your home is never done. So you might start off doing a bedroom or a kitchen, you then might move home. So how can Ikea Family play the role, play that partner of yours to help you complete the home all the time and having that insight and driving that in the engagement that you\u0026#8217;re then doing makes loyalty happen and that\u0026#8217;s what\u0026#8217;s been really key and success. And the \u003ca href=\"https://www.frog.co/work/deepening-customer-engagement-with-ikea-retail\"\u003ecase study\u003c/a\u003e is on our website and there\u0026#8217;s a lot of information about what we\u0026#8217;ve done, but super, really good way where we\u0026#8217;re leveraging technology, data and information, but with meaningful engagement., data and information, but with meaningful engagement.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:43] Elizabeth Wood:\u003c/strong\u003e Ultimately, delivering on customer experience builds brands and drives loyalty. But it also unlocks unlimited potential for growth and business reinvention.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:19:52] Gagandeep Gadri:\u003c/strong\u003e The final area I wanted to talk about was business reinvention, and that\u0026#8217;s super important when it comes to customer experience because it\u0026#8217;s all about what are the products, what are the services, what are the new experiences you want to give to consumers, right? And we learn so much data and information about consumers. How do we use that to reinvent what we do? And I think the first thing to say here is that it\u0026#8217;s not a one off. Organizations need a constant muscle to reinvent themselves, because technology expectations are changing so fast around us, you need to be able to continually reinvest so that you\u0026#8217;re relevant to consumers, because there\u0026#8217;s going to be competition coming along to deliver new products and new services. So we talk about that as business reinvention, but it\u0026#8217;s on a continuous basis.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:20:40] Gagandeep Gadri:\u003c/strong\u003e So over the last year, we\u0026#8217;ve been looking at a segment, \u003ca href=\"https://www.frog.co/services/global-luxury\"\u003eluxury segment and across industries, so wealth banking, high-end cars, high-end clothing and jewelry\u003c/a\u003e, because it\u0026#8217;s being reshaped and it\u0026#8217;s being reinvented. \u003ca href=\"https://www.frog.co/designmind/the-new-lines-of-luxury\"\u003eSo we\u0026#8217;ve done this great research you can get on the website as well, where we spoke to thousands of High-Net-Worth Individuals about what their expectations are\u003c/a\u003e. And that was super important for us to understand, how do we reinvent in this area. And a couple of key insights from there were around, you know, there is a fatigue in the market setting in, there are signs of saturation and shifting priorities. Secondly, emotional expectations are really exploding. Consumers are really seeking meaning and connection transformations. You know, when I spoke about meaning. Experiences, human experiences. In this segment, it\u0026#8217;s really, really key. But also, \u003ca href=\"https://www.frog.co/designmind/genz-will-reinvent-your-business-heres-how\"\u003eGen Z is emerging as a cultural force\u003c/a\u003e. You know, they\u0026#8217;re setting new standards. They want really good visual storytelling, authenticity and brand engagement. So all of these are rewriting the rules of what we call desirability and the way we approach that is on three dimensions when we talk to our luxury clients, right? First one is around elevating timeless craft with innovation. \u003ca href=\"https://www.frog.co/work/reimagining-luxury-craftsmanship\"\u003eSo how do you take the legacy, the heritage of your luxury brand, but innovate with technology?\u003c/a\u003e The second one is, how do you commit to uniqueness, but through real intimacy in digital moments and physical moments as well. But the final area is around, how do you inspire as a social leader as well, to sustain desire. So it\u0026#8217;s really important, even in this market, sustainability is a key, key topic. So how do we make sure of packaging the experience? Yes, it delivers a luxury touch, but we\u0026#8217;re very conscious about what we do and in a sustainable way as well.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:37] Elizabeth Wood:\u003c/strong\u003e Across all industries, the dual focus of sustainability and digitalization plays a very important role, when it comes to delivering on customer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:22:46] Gagandeep Gadri:\u003c/strong\u003e One of the major industries which is really changing is transportation and the effect that has on \u003ca href=\"https://www.frog.co/services/sustainability\"\u003esustainability\u003c/a\u003e. So we had the \u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003eKouros Group and Hyliko come to us to talk about, how do we decarbonize heavy duty trucking?\u003c/a\u003e So we worked with them to come up with a whole new truck-as-a-service platform. So instead of having your own trucks, you\u0026#8217;re able to get trucks for as long as you need them, but they\u0026#8217;re all hydrogen powered vehicles as well. So it\u0026#8217;s green hydrogen, fleet management and maintenance. So how do you set that up as a service? So we worked with them to develop the proposition, to develop the business model that was going to be needed as well and, as Capgemini, then we worked with them to create \u003ca href=\"https://www.capgemini.com/news/client-stories/hyliko-powers-freight-transport-with-hydrogen/\" target=\"_blank\" rel=\"noopener\"\u003ethe technology platform\u003c/a\u003e, the technology system that would be needed to drive that forward again, it\u0026#8217;s a great \u003ca href=\"https://www.frog.co/work/decarbonizing-trucking-with-hyliko\"\u003ecase study\u003c/a\u003e on our website about how we\u0026#8217;re reinventing businesses in a whole new area, but that delivers a better experience. So imagine as a company, if you use them as a service, you can talk about how you\u0026#8217;re being sustainable in the experience you\u0026#8217;re delivering for your consumers.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:23:55] Gagandeep Gadri:\u003c/strong\u003e You know, experiences come in all shapes and sizes. It doesn\u0026#8217;t have to be a private sector, big brand consumer experience.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:03] Gagandeep Gadri:\u003c/strong\u003e We had \u003ca href=\"https://www.frog.co/work/home-kitchen-a-new-recipe-for-change\"\u003eHome Kitchen\u003c/a\u003e, a not-for-profit restaurant and social impact program come to us to help vulnerable people get out of poverty and into work.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:14] Gagandeep Gadri:\u003c/strong\u003e Did you know every night in the UK, \u003ca href=\"https://england.shelter.org.uk/media/press_release/at_least_382000_people_are_homeless_in_england_today_\" target=\"_blank\" rel=\"noopener\"\u003enearly 300,000 people face homelessness\u003c/a\u003e, with nearly two thirds of those in London. So home kitchen was set up to address the issue and combat the stigma surrounding it. Their mission is to help socially vulnerable people get out of poverty and into work. As frog, we did some pro bono work for them, which really focused on shaping the brand identity, the look, the vision and the look of the actual restaurant itself. And what we focused on was highlighting the journey of the individuals behind every meal, showcasing them building their futures one plate at a time.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:24:53] Gagandeep Gadri:\u003c/strong\u003e As a brand, as an organization, your employees are your first customers, so take care of your employees and they\u0026#8217;ll take care of your customers. This is super important and we\u0026#8217;re seeing it more and more in the industry. You know, they give your brand narrative, brand messaging, brand position, positioning. So if they\u0026#8217;re not happy and they\u0026#8217;re not on message, your customers will pick that up. So so make that connection and make them feel very special.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003e[00:25:17] Elizabeth Wood:\u003c/strong\u003e That’s our show. The Design Mind frogcast was brought to you by frog, a leading global creative consultancy that is part of Capgemini Invent. Check today’s show notes for transcripts and more from our conversation.\u003c/p\u003e\n\u003cp\u003eWe really want to thank Gagandeep Gadri, Managing Director of frog for sharing his insights. Be sure to download our new report, \u003ca href=\"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry\"\u003eFuturescape: Artificial Realities\u003c/a\u003e for 12 predictions and provocations exploring the future of human-AI chemistry.\u003c/p\u003e\n\u003cp\u003eWe also want to thank you, dear listener. If you like what you heard, tell your friends. Rate and review to help others find us on \u003ca href=\"https://podcasts.apple.com/us/podcast/design-mind-frogcast/id1541644073\" target=\"_blank\" rel=\"noopener\"\u003eApple Podcasts\u003c/a\u003e and \u003ca href=\"https://open.spotify.com/show/5mxbuRY6KtBwIrNhWhu0sx\" target=\"_blank\" rel=\"noopener\"\u003e Spotify\u003c/a\u003e. And be sure to follow us wherever you listen to podcasts. Find lots more to think about from our global frog team at \u003ca href=\"https://www.frog.co/designmind\"\u003efrog.co/designmind\u003c/a\u003e. That’s \u003ca href=\"https://www.frog.co/\"\u003efrog.co\u003c/a\u003e. Follow frog on X at \u003ca href=\"https://twitter.com/frogdesign\" target=\"_blank\" rel=\"noopener\"\u003e@frogdesign\u003c/a\u003e and \u003ca href=\"https://www.instagram.com/frog_design/\" target=\"_blank\" rel=\"noopener\"\u003e@frog_design\u003c/a\u003e on Instagram. And if you have any thoughts about the show, we’d love to hear from you. Reach out at \u003ca href=\"https://www.frog.co/contact\"\u003efrog.co/contact\u003c/a\u003e. Thanks for listening. Now go \u003ca href=\"https://www.frog.co/make-your-mark\"\u003emake your mark\u003c/a\u003e.\u003c/p\u003e\n"},{"acfFcLayout":"divider","fullWidth":true},{"acfFcLayout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"Audio Production by","creators":[{"label":"Steven Strange","url":"https://www.stevenstrange.com/"}]},"authors":[{"slug":"gagandeep-gadri","authorName":"Gagandeep Gadri","bio":"\u003cp\u003eGagandeep is an Executive Vice President and is the Managing Director of frog globally and the Head of frog in the United Kingdom. A future focused senior leader commanding 25 years of experience gained driving innovation, growth and delivering customer experience and digital projects across global brands. Above all, a bold innovator with the capacity to evoke positive change felt at both a human and organisational level.\u003c/p\u003e\n","designation":"Managing Director of frog, Part of Capgemini Invent","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":56862,"title":"Gagandeep-Gadri-Managing-Director-of-frog-Customer-First","filename":"Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","filesize":41568,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","link":"https://www.frog.co/authors/gagandeep-gadri/attachment/gagandeep-gadri-managing-director-of-frog-customer-first/","alt":"","author":"28","description":"","caption":"","name":"gagandeep-gadri-managing-director-of-frog-customer-first","status":"inherit","uploadedTo":42755,"date":"2023-02-17 16:38:09","modified":"2023-02-17 16:38:09","menuOrder":0,"mimeType":"image/jpeg","type":"image","subtype":"jpeg","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":500,"height":500,"sizes":{"thumbnail":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First-150x150.jpg","thumbnailWidth":150,"thumbnailHeight":150,"medium":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First-300x300.jpg","mediumWidth":300,"mediumHeight":300,"mediumLarge":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","mediumLargeWidth":500,"mediumLargeHeight":500,"large":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","largeWidth":500,"largeHeight":500,"1536X1536":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","1536X1536Width":500,"1536X1536Height":500,"2048X2048":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2022/03/17163809/Gagandeep-Gadri-Managing-Director-of-frog-Customer-First.jpg","2048X2048Width":500,"2048X2048Height":500}}},{"slug":"elizabeth-wood","authorName":"Elizabeth Wood","bio":"\u003cp class=\"p1\"\u003eElizabeth tells design stories for frog. She first joined the New York studio in 2011, working on multidisciplinary teams to design award-winning products and services. Today, Elizabeth works out of the London studio on the global frog marketing team, leading editorial content.\u003c/p\u003e\n\u003cp class=\"p1\"\u003eShe has written and edited hundreds of articles about design and technology, and has given talks on the role of content in a weird, digital world. Her work has been published in \u003ci\u003eThe Content Strategist\u003c/i\u003e, \u003ci\u003eUNDO-Ordinary\u003c/i\u003e magazine and the book \u003ci\u003eAlone Together: Tales of Sisterhood and Solitude in Latin America\u003c/i\u003e (Bogotá International Press).\u003c/p\u003e\n\u003cp class=\"p1\"\u003ePreviously, Elizabeth was Communications Manager for UN OCHA’s Centre for Humanitarian Data in The Hague. She is a graduate of the Master’s Programme for Creative Writing at Birkbeck College, University of London.\u003c/p\u003e\n","designation":"Host, Design Mind frogcast \u0026 Editorial Director, frog Global Marketing","twitterProfileLink":"","mediumProfileLink":"","authorImage":{"id":21629,"title":"Elizabeth-Wood_Headshot-s2","filename":"Elizabeth-Wood_Headshot-s2.jpg","filesize":61336,"url":"https://frogdesign.nyc3.digitaloceanspaces.com/wp-content/uploads/2021/03/12203718/Elizabeth-Wood_Headshot-s2.jpg","link":"https://www.frog.co/authors/elizabeth-wood/attachment/elizabeth-wood_headshot-s2/","alt":"","author":"22","description":"","caption":"","name":"elizabeth-wood_headshot-s2","status":"inherit","uploadedTo":16815,"date":"2021-03-12 20:37:18","modified":"2021-03-12 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","image":false,"align":"center","background_color":"black","hide_module":false},{"acf_fc_layout":"header_big_image","title":"CONTINUUM","subtitle":"Rewriting the future of creativity","media":{"ID":86051,"id":86051,"title":"futurescape-Continuum","filename":"futurescape-Continuum.png","filesize":378783,"url":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum.png","link":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry/attachment/futurescape-continuum/","alt":"","author":"30","description":"","caption":"","name":"futurescape-continuum","status":"inherit","uploaded_to":85824,"date":"2026-02-17 15:57:07","modified":"2026-02-17 15:57:07","menu_order":0,"mime_type":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1500,"height":1500,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum-300x300.png","medium-width":300,"medium-height":300,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum-768x768.png","medium_large-width":640,"medium_large-height":640,"large":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum-1024x1024.png","large-width":640,"large-height":640,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum.png","1536x1536-width":1500,"1536x1536-height":1500,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-Continuum.png","2048x2048-width":1500,"2048x2048-height":1500}},"align":"center_compact","background_color":"black","primary_text":"","secondary_text":"","anchor_id":"continuum","hide_module":false},{"acf_fc_layout":"editorial_double_title","title_a":"Will the line between humans and machines  \u003cspan class=\"d-none d-lg-inline\"\u003e\u003cbr /\u003e\u003c/span\u003edisappear? ","title_b":"In a world where AI is embedded into everyday human experiences, our mutual evolution will rely on co-existence—transforming AI into a ubiquitous and perhaps largely unquestioned part of life.","image":false,"align":"center","background_color":"black","hide_module":false},{"acf_fc_layout":"download_report_block","with_image":false,"title":"Unlock human-AI chemistry","subtitle":"","body_title":"","body":"\u003cp\u003eFrom building new interaction models, to disappearing the boundaries between digital and physical, to harnessing the potential for complete AI integration—a new co-evolution of human and machine is emerging. 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Experience Designer, frog Utrecht\u003cbr /\u003e\n\u003cstrong\u003ePatricia Salcedo Caja\u003c/strong\u003e, Service Design Lead, frog Barcelona\u003cbr /\u003e\n\u003cstrong\u003ePaul Taylor\u003c/strong\u003e, Director, Creative \u0026amp; Design, frog Sydney\u003cbr /\u003e\n\u003cstrong\u003ePhilip Mossman\u003c/strong\u003e, Senior Consultant, Service \u0026amp; Experience Design, frog Utrecht\u003cbr /\u003e\n\u003cstrong\u003eRob Burton\u003c/strong\u003e, Managing Consultant, frog London\u003cbr /\u003e\n\u003cstrong\u003eSofía Iglesias\u003c/strong\u003e, Service Designer, frog Madrid\u003cbr /\u003e\n\u003cstrong\u003eTom Frejowski\u003c/strong\u003e, Mechanical Engineer, frog New York\u003cbr /\u003e\n\u003cstrong\u003eWhitney Olson Jenich\u003c/strong\u003e, Associate Design Director, Interaction Design, frog San Francisco\u003c/p\u003e\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\n\u003ch3\u003eAnd thank you to the global \u003cem\u003eFuturescape\u003c/em\u003e team for bringing it all together\u003c/h3\u003e\n\u003cp\u003e\u003cstrong\u003eEditorial\u003c/strong\u003e\u003cbr /\u003e\n\u003cstrong\u003eGagandeep Gadri\u003c/strong\u003e, Managing Director\u003cbr /\u003e\n\u003cstrong\u003eJess Leitch\u003c/strong\u003e, Head of frog North America\u003cbr /\u003e\n\u003cstrong\u003eTodd Taylor\u003c/strong\u003e, Chief Marketing Officer\u003cbr /\u003e\n\u003cstrong\u003eElizabeth Wood\u003c/strong\u003e, Global Editorial Lead\u003cbr /\u003e\n\u003cstrong\u003eGareth Entwistle\u003c/strong\u003e, Editorial Manager\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDesign\u003c/strong\u003e\u003cbr /\u003e\n\u003cstrong\u003eSylvain Borgarino\u003c/strong\u003e, Creative Director\u003cbr /\u003e\n\u003cstrong\u003eGaëlle Marec\u003c/strong\u003e, Creative Lead\u003cbr /\u003e\n\u003cstrong\u003eFlorian Cordier\u003c/strong\u003e, Creative Lead\u003cbr /\u003e\n\u003cstrong\u003eEstefanía Latofski\u003c/strong\u003e, Designer\u003cbr /\u003e\n\u003cstrong\u003eXavier Bonnin\u003c/strong\u003e, Art Director\u003cbr /\u003e\n\u003cstrong\u003eHyunJey Kim\u003c/strong\u003e, Associate Design Director\u003cbr /\u003e\n\u003cstrong\u003eStephanie Jamin\u003c/strong\u003e, Content Producer\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eWeb\u003c/strong\u003e\u003cbr /\u003e\n\u003cstrong\u003eLuis Espinosa\u003c/strong\u003e, Product Manager\u003cbr /\u003e\n\u003cstrong\u003ePaulina Zepeda\u003c/strong\u003e, Implementation Specialist\u003cbr /\u003e\n\u003cstrong\u003eGeoffrey Schwartz\u003c/strong\u003e, Chief Strategy Officer, frog North America\u003cbr /\u003e\n\u003cstrong\u003eVictor Takeshi\u003c/strong\u003e, Design Technologist II\u003cbr /\u003e\n\u003cstrong\u003eDavid Hezlep\u003c/strong\u003e, Technology Director, Solutions Architecture\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eDigital \u0026amp; Campaigns\u003c/strong\u003e\u003cbr /\u003e\n\u003cstrong\u003eRomain David Piganeau\u003c/strong\u003e, Global Digital Lead\u003cbr /\u003e\n\u003cstrong\u003eJoanna Maile-Belder\u003c/strong\u003e, Campaign Implementation Manager\u003cbr /\u003e\n\u003cstrong\u003eLarissa Ewig\u003c/strong\u003e, Campaign Manager\u003cbr /\u003e\n\u003cstrong\u003eKarl-Oskar Grimstad\u003c/strong\u003e, Campaign Manager\u003cbr /\u003e\n\u003cstrong\u003eAnuja Potnis\u003c/strong\u003e, Social Media Manager\u003cbr /\u003e\n\u003cstrong\u003eCarol Clavin\u003c/strong\u003e, External Comms Lead\u003cbr /\u003e\n\u003cstrong\u003eJoydeep Das\u003c/strong\u003e, Internal Comms Lead\u003c/p\u003e\n"},{"acf_fc_layout":"designmind_header_block","designmind_header":{"image":{"ID":85929,"id":85929,"title":"futurescape-share_image","filename":"futurescape-share_image.png","filesize":135516,"url":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image.png","link":"https://www.frog.co/designmind/futurescape-2026-artificial-realities-human-ai-chemistry/attachment/futurescape-share_image/","alt":"","author":"30","description":"","caption":"","name":"futurescape-share_image","status":"inherit","uploaded_to":85824,"date":"2026-02-16 22:27:46","modified":"2026-02-16 22:27:46","menu_order":0,"mime_type":"image/png","type":"image","subtype":"png","icon":"https://wp.frog.co/wp-includes/images/media/default.png","width":1200,"height":630,"sizes":{"thumbnail":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image-150x150.png","thumbnail-width":150,"thumbnail-height":150,"medium":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image-300x158.png","medium-width":300,"medium-height":158,"medium_large":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image-768x403.png","medium_large-width":640,"medium_large-height":336,"large":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image-1024x538.png","large-width":640,"large-height":336,"1536x1536":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image.png","1536x1536-width":1200,"1536x1536-height":630,"2048x2048":"https://wp.frog.co/wp-content/uploads/2026/02/futurescape-share_image.png","2048x2048-width":1200,"2048x2048-height":630}},"video_file":false,"title":"Futurescape: Artificial Realities ","description":"12 predictions and provocations exploring the future of human-AI chemistry.","topics_title":"","topics":false,"author":"Insight Report","hide_module":true,"hide_post":false,"slug_override":""}},{"acf_fc_layout":"divider","full_width":true},{"acf_fc_layout":"author_credit_block","title":"Authors","credits":false,"illustration":{"title":"","creators":false},"authors":[{"ID":42755,"post_author":"30","post_date":"2022-03-28 15:20:00","post_date_gmt":"2022-03-28 15:20:00","post_content":"","post_title":"Gagandeep Gadri","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"gagandeep-gadri","to_ping":"","pinged":"","post_modified":"2026-02-03 22:14:08","post_modified_gmt":"2026-02-03 22:14:08","post_content_filtered":"","post_parent":0,"guid":"https://www.frogdesign.com/?post_type=authors\u0026#038;p=42755","menu_order":0,"post_type":"authors","post_mime_type":"","comment_count":"0","filter":"raw","acf":{"author_header":{"author_name":"Gagandeep Gadri","bio":"\u003cp\u003eGagandeep is an Executive Vice President and is the Managing Director of frog globally and the Head of frog in the United Kingdom. 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