How Senior Design Leaders Are Responding to Business Expectations in the AI Shift
Design executives gathered to convene around the AI Shift report
May 20, 2025
No items found.
How are Fortune 500 design leaders responding to shape or meet business expectations in the AI Shift?
To explore this question, we brought together 30 senior design leaders, Council Members, and CEOs from across the industry at a curated breakfast on May 7th, 2025, hosted by Gordon Ching, Founder & CEO of the Design Executive Council (DXC).
Amidst breakfast and peer conversations, leaders explored a critical questions:
What are the changing business expectations being placed on design and research teams with AI?
How do we need to show up to influence what those expectations are, and meet them?
AI Shift Report was provided to members, partners and guests for an advanced reading
Setting the Stage
Gordon Ching, Founder and CEO of the Design Executive Council (DXC), offered an insightful perspective. He posed a prompt: the real issue isn't whether AI will replace us, but what AI will free us from?
Gordon emphasized DXC's that the AI Shift centers not on machines outsmarting humans, but on humans reclaiming the full extent of their imagination.
Michael Winnick, Founder and CEO of Dscout
Echoing this, Michael Winnick, Founder and CEO of Dscout, urged attendees, “Be the GPS, don't be the speed bump. Design teams and design leaders have an incredible moment right now; you possess the unique skill set to envision the future.”
Julie Norvaisas, VP of User Experience at Dscout
The Inevitable Shift: Design's Call for Clarity
Julie Norvaisas, VP of User Experience at Dscout, highlighted the profound importance of clarity in this era of rapid acceleration. AI, she explained, isn't just about speed or new interfaces; it's fundamentally about strategic intent.
In an era where technological acceleration is the norm, she argued, clarity of purpose is paramount. "The more we're accelerating," Julie cautioned, "the more critical it becomes for us to know exactly where we're going." She warned that without a strong strategic compass, the speed of AI adoption could become a dangerous liability, a sentiment that resonated with many grappling with the practical implications of this new technology.
Dave Brown, Head of Design, AI Services and Generative AI at Amazon Web Services (AWS)
Navigating the Shift: Leading Design in an Age of Abundance
Dave Brown, Head of Design, AI Services and Generative AI at Amazon Web Services (AWS) offered a glimpse into the future of design leadership, predicting a shift "from managing for scarcity, where we don't have enough time, we don't have enough people, to managing for abundance." This new reality, where teams juggle a multitude of studies and prototypes, will require a fundamental "mindset shift" and a focus on "focusing on the right things at the right moment."
Access essential insights
Become a digital subscriber today. Trusted by the world's top design executives.
The Essential Insights. Trusted by leading Chief Design Officers.
Become a digital subscriber today and access insights in our suite of benefits delivered digitally. Decode key business trends, access expert events, and get the information you need to know.
Bridging the Academic-Professional Divide: Shaping the Future of Design Talent
Julie Mathers, VP of User Experience at Paylocity, added a critical dimension to the conversation, highlighting a significant disconnect between design education and the realities of professional practice. She pointed out that many new design hires are surprised at the demands of the job, feeling unprepared by their college programs. Julie stressed that academic programs often remain siloed and fragmented, a stark contrast to the strategic, holistic thinking required in the industry.
This observation led Julie to pose a crucial question: "Is there opportunity here for us to help to consult and inform and to shape that so that design and research enters the field with that understanding to take their seat at the table as they do think more strategically and holistically and do have those skills?" Her clear objective is to ensure that future design and research professionals enter the workforce equipped with the foundational understanding and skills needed to truly "take their seat at the table."
This isn't just about technical "craft," Julie emphasized; it's about fostering strategic and holistic thinking. This becomes even more critical given the rise of sophisticated design tools, which, she worries, might inadvertently lead some to believe they can perform design tasks without the deeper, professional insights that truly add value.
Suzanne Pellican, VP of Ads User Experience at Google
Future-Proofing Design: Balancing Innovation and Infrastructure
Suzanne Pellican, VP of Ads User Experience at Google, broadened the conversation, pinpointing two vital areas for immediate focus: infrastructure and creativity.
"We must prioritize future-proofing our infrastructure," she advised, advocating for empowering design teams with better access to data traditionally reserved for engineers. This foundational shift, she insisted, is essential for unlocking AI’s full potential.
Equally vital, Suzanne championed creating breathing room for creativity within teams. "True innovation thrives in a supportive environment," she said. "We should invest in both high-performing talent and early-career professionals. They bring fresh perspectives that can inspire our entire organization." Her call to action was clear—leaders must actively cultivate the conditions that foster imaginative breakthroughs.
Eric Wood, SVP, Head of Product Experience at 42dot (Hyundai)
AI: Amplifier, Not Replacement
Eric Wood, SVP of Product Experience at 42dot (Hyundai), offered a reassuring perspective. Comparing AI to the invention of the loom, he reminded attendees that technological advancements throughout history have consistently amplified human capabilities rather than replacing them entirely.
"Don’t panic," Eric urged, adding pragmatically, "The more I use AI, the more I realize it is still a machine, not truly intelligent." His message underscored an essential theme: AI, though revolutionary, primarily functions as a powerful tool that amplifies human creativity and efficiency.
Greg Petroff, Seasoned Design Executive
The Power of Perspective and Proactive Leadership
Greg Petroff, a seasoned design executive, delivered a compelling message about the power of perspective. When caught in the minutiae of daily operations, he noted, leaders often miss larger opportunities, particularly during transformative shifts like the current integration of AI.
"Every once in a while, you must step outside your organization," Greg advised. "By adopting an outsider's viewpoint, you can identify a wealth of opportunities otherwise obscured by day-to-day demands." His words challenged leaders to periodically detach from operational pressures and strategically reassess their direction within the evolving landscape.
Arin Bhowmick, Chief Design Officer at SAP
The Design Leader's Expanded Role: A Call to Shape the Future
Arin Bhowmick, Chief Design Officer at SAP, stressed that "at the end of the day, you're designing for humans," asserting that "all the design principles that exist apply to AI as well." his perspective pushes back against the notion that AI development can proceed solely as an engineering or product management task, arguing that applying foundational design principles, rooted in understanding human needs, is essential for proper and ethical AI utilization. This reinforces that design's inherent value lies in its human focus, a relevance that remains as strong as ever in the age of AI.
Arin believes there's an unspoken expectation for design leaders to do more. He suggested that "perhaps us taking all initiative that doesn't fall in the design realm would be a good start." This encompasses initiatives "beyond solution design," such as how companies adopt AI with employees, employee learning related to AI, and AI ethics. Arin views these as clear "opportunities where we can lead more," emphasizing that "the more we can define our own charter, the better position we will be in”.
Andrew Birgiolas, Head of Product Design at Sephora
Seizing the Moment: Design Leaders as Architects of Change
Andrew Birgiolas, Head of Product Design at Sephora, echoed this call for proactive engagement, emphasizing the need for design leaders to "just show up" in crucial AI-related discussions. This means actively being present in conversations around AI to secure the "seat at the table" that design and research professionals have fought so hard for. He observed that AI problem-solving often involves engineers and product management first, with UX and research brought in too late, resulting in solutions that don't meet user needs.
Andrew's call to action? Design leaders must show up, be in those crucial rooms, and help guide how companies approach AI to ensure what's being built genuinely meets customer and user needs.
Janaki Kumar, Chief Design Officer, Global Banking at JPMorgan Chase
Strategic Empathy: Janaki Kumar on Bridging Design Vision with Business Reality
Janaki Kumar, Chief Design Officer, Global Banking at JPMorgan Chase, has a core message: she emphasizes the need for design leaders to empathize with business leaders, who are primarily concerned with the immediate success of the business. While design leaders may be excited about transformation, many businesses may not be ready for that yet, potentially prioritizing efficiency and cost savings.
Janaki articulates, leaders need to "know where you are and really move the clock forward from where we stand." This involves understanding the organization's current state and strategically implementing short-term initiatives that demonstrate tangible value.
The Pulse of the Room
Throughout the morning, a blend of optimism and urgency permeated the room. Leaders clearly recognized AI not merely as a trend but as a pivotal moment offering design a profound opportunity to assert its influence.
Yet, this optimism was accompanied by reflectiveness. Attendees openly acknowledged the deeper work required to effectively deliver AI integration into large-scale enterprises. There is no universal playbook; organizations exhibit varied readiness and ambition. Some leverage AI for immediate efficiency gains, while others view it as a gateway to groundbreaking innovation and new revenue streams.
Underlying this dynamic lies a clear strategic imperative: companies that fail to thoughtfully integrate AI risk falling behind. A company's legacy systems, its data infrastructure, depth of customer insights, and inherent adaptability will significantly shape its ability to compete effectively in this new era. Design leaders have a clear mandate: help companies drive forward the construction phase of AI by instilling strategic clarity, human-centricity, and actionable business propositions that address three key components: infrastructure, talent, and innovation.
Leading with Intention
As the gathering concluded, a shared resolve clearly emerged: the future belongs to design leaders who approach AI intentionally, creatively, and strategically. The event went beyond simply understanding AI; it served as a powerful call to action. Leaders left energized and prepared to define the new contours of their roles, driven by the compelling blend of curiosity, clarity, and creativity essential for navigating this transformative shift.
