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Will AI make designers irrelevant?

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Tey BannermanDesign Director

London

!

Allison RoweDesign Director

London

!

Ellen SundhCreative Technologist

Stockholm

"

Suzanne MoutonDesign Lead

London

!

McKinsey helps organizations across the private, public, and social sectors solve the world´s most complex and important challenges.We marry the world’s best creative talent together with McKinsey’s proven strategic, analytical, technical and operational capabilities.We partner with clients from strategy to reality to deliver the full business, environmental and societal value of design.The result is extraordinary experiences, products and services that delight people, drive growth and make the world a better place.

Designing change that matters.

90% of the top 100 corporations worldwide

(according to Forbes)

450 designers

software engineersdata scientistsindustry expertsmanagement consultantsbusiness analysts

50 countries+

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Artificial Intelligence

A 3-minute intro

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• Intelligence exhibited by machines, used to perform cognitive functions we associate with human minds.

• AI enables machines to deal with and interpret imperfect and new data, that they can process and learn through algorithms, and make decisions based on this data.

• Machines learn through different AI techniques. Depending on the technique used, AI can be limited to problems for which it was trained, or adapt to new contexts i.e. situations it was not previously trained to deal with

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Input Output

AIMagic

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Data Future decisions

AIAlgoritms

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1950’s 1980’s 2010’s

Deep Learning Learning based on neural networks

Machine LearningAbility to learn without being explicitly programmed

Artificial Intelligence The science of making intelligent machines

Source: McKinsey analysis

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Like the human brain, an AI system receives information, learns from it, improves its model and makes better decisions over time

LearnDecide

Receive information

1

23

Machines receive a set of data and results of the past performance of their algorithmMachines continue to receive new data, structured and unstructured, similar to how humans build experience as they grow

Machines process the data through algorithms, modifying them as they learn more about the information they are processingAlgorithms improvs as they are exposed to more data over time

Machines do tasks or make decisions based on the output of algorithms and their predictionsMachines identify patterns and make decisions similar to how humans when faced with something new, compare it to a known pattern to make sense of it before acting

Source: McKinsey analysis

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Using the output from algorithms, machines can perform functions that imitate human cognition

Expertsystem

Optimization andplanningVision RobotsPattern

recognition

Prediction Prescription

Natural language processing (NLP)

Integrated solutionPerception

Artificial Intelligence

Func

tion

Des

crip

tions

Exam

ple

use

case

s • Speech understanding

• Language translation• Sentimental

understanding

• Handwriting recognition

• Face detection• Expression

understanding• Scene Analysis

• Financial risk stratification

• Data model building• Music and Voice

recognition

• Medical diagnosis• Targeted advertising• Recommendation

engines

• Route planning• Spend optimization• Dynamic pricing

• Autonomous driving• Robotic surgery• Household robots

The interpretation, processing, and response to semantic and sentimental information of natural language

Enables visual input, extracting numerical, symbolic or contextual information

Enables the recognition of patterns and regularities in data

Simulates the judgment and behavior of a human expert

The creation of data-driven solutions, improving operations and integration

Integrated systems of AI hardware and software

Source: McKinsey analysis

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AI used to detect faults in power poles, electricity lines, and mine sites, reducing the time taken to assess issues, and eliminating many of the risks and dangers involved when conducting physical inspections.

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AI used in cafeterias in China to automatically detect the food on a person’s plate, the quantity ordered, and then using facial detection automatically identify the individual and charge their credit card.

Sou

rce:

ww

w.th

ispe

rson

does

note

xist

.com

None of these people are real

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“…the machine developed an aesthetic sense. It learned how to paint.”

- Elgammal, 2017

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Data Future decisions

AIAlgoritms

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Investment in AI has continued to grow exponentially, with estimates of a $300 billion industry by 2025

15

10

40

25

35

30

20

5

0

37

2010 16

12

13

2

2017

4

+3x

Global investment in AI companies has been tripling every 3 years1

$Bn

SOURCE: Pitchbook, Tractica

1 Estimates consist of annual VC investment in AI-focused companies, PE investment in AI-related companies, and M&A done by corporations. Includes only disclosed data available in databases, and assumes that all registered deals were completed within the year the transactions were announced.

2 Enterprise AI Revenue including software, applications, hardware, services

200

300

250

50

100

350

150

0202521

311

+46% p.a.

2017

15

92

AI expected to be a +$300Bn market by 2025, growing at ~50% CAGR2

Enterprise AI revenue, $Bn

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Body languageWord choiceToneProgression of ideasStress levels

ImpulsivityTrustworthinessEmotional sensitivityCreativityAttention spanMemoryTolerance

Analyse… To determine…

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But wait…

McKinsey & CompanySource: TeejMaximus on YouTube

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Data Future decisions

AIAlgoritms

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Empathy

AIAlgoritms

Ethics

Morals

Data

Future decisions

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“AI is intrinsically neutral.Whether it creates good or bad for society is ultimately a human decision”

Matt Turck

McKinsey & Company

Time to get our hands dirty

How could an AI system support the needs of your future users in 2027? How can we use the empathy, ethics and morals we possess as designers to leverage the strengths of AI and give humans more time to be human?

Capture. Ideate. Protoype.

Assignment sheet

Capturesheet

Support cards

Prototyping materials

iPad with POP app

3minutes

1 Understand & IdeateIndividually spend a little time generating potential ideas for the product, service or platform that your company/organisation will create.

Write ideas on post-it notes – one idea per post-it.

Using AI to help a doctor

diagnose a patient’s

condition based on their

symptoms, history, and real-

time visual analysis, and

then help the patient

understand it in simple cats

cats

Using AI to help a doctor diagnose a patient’s condition based on their symptoms, history, and real-time visual analysis, and then help the patient understand it in simple language

5minutes

2 ConvergeCome together as a team and collectively decide which direction you’d like to go. You may want to combine multiple ideas into one killer one.

15minutes

3 CaptureUse your team’s capture sheet to lay out the scenario or problem that your product or service helps solve, the user needs it addresses, and how AI could support these needs.

Then write out the inputs and outputs that the underlying AI system will gather and process.

15minutes

4 PrototypeUse any of the materials available on your table to prototype the experience from your users’ perspective. Get as creative as you want to be.

If you have time, you can use the POP app on your team iPads to stitch together your prototype into “digital” form.

If you remember only

three things

1

2

3 As designers we possess immeasurable power to shape the ways in which the underlying technology is applied and the effects it has on our fellow humans

“AI is intrinsically neutral. Whether it creates good or bad for society is ultimately a human decision”

Artificial Intelligence - the simulationof human intelligence processes by machines – is advancing at a rapid pace and is already changing how we live and work

To see the collective workshop takeaways please click:

https://www.mentimeter.com/s/7e23a9b73bf9e42739768ff0809c8490/22ef0d7cfbf9

Thank you.