Head of AI Experience Design (UK&I) | BIMA AI Roundtable Chair & Judge | Design for Good | Writer | Speaker | Mentor
For years, we’ve designed experiences for people. But what happens when the audience isn’t human? We’re moving into a world where AI agents are making decisions on behalf of people; filtering, transacting, recommending, even negotiating. The implications for brand, trust, experience, and strategy are far-reaching. This piece explores what it means to design for machine audiences; how we stay visible, understood, and valuable in systems where people are no longer the primary interface. It draws on an idea I’ve been circling for a while, and builds on smart thinking from colleagues like Benjamin Wiener and voices like Kate Crawford, who remind us that these systems don’t just operate: they encode priorities. Not about chasing trends. It’s about staying relevant when the signals change.
