How I use AI today
AI isn't just changing what designers create, it's changing how we think, work, and solve problems. Here's how I integrate AI throughout my process to deliver better outcomes faster, while preserving the human-centered thinking that guides design choices.
Accelerate creative exploration
AI expands the solution space, allowing me to explore more ideas in less time and surface stronger concepts. I guide that exploration with purpose, using tools like Figma Make, Adobe Firefly/Photoshop, and Google Gemini to rapidly generate mood boards, UI concepts, and style variations, then apply design judgment to focus on what truly resonates.
For Royal Caribbean, I used generative AI to rapidly prototype personalized itinerary concepts, exploring dozens of visual directions in our two-week timeline that would have taken months traditionally.
Make smarter decisions with data
AI surfaces patterns; human judgment decides which ones matter. Good design comes from noticing patterns that might otherwise be missed. AI helps me synthesize research, analyze user interviews, and identify emerging themes, then validate those patterns through close reading and additional research.
For Blue Cross Blue Shield, I researched Cognizant's Neuro® AI platform to design conversational experiences that handle the complexity and nuance of healthcare access.
Design personalized experiences at scale
Personalization should feel like the system knows you, not like it’s watching you. AI enables experiences that adapt to individual needs without requiring armies of people. I focus on making these experiences feel helpful rather than invasive, establishing clear rules for when to proactively suggest versus wait for requests, and balancing automation with user control.
For KPMG, I created an employee app that leverages ML to intelligently surface relevant content and tools based on role, projects, and workflow patterns.
Streamline workflows without sacrificing quality
AI automates repetitive tasks, amplifying creative thinking, freeing me to focus on strategic decisions and problem solving. I use it to generate component variations, rapidly prototype concepts, and automate accessibility checks across my workflow.
I integrate AI-powered accessibility checking into my workflow to identify and correct WCAG compliance issues early, before they reach development.
What AI cannot do
I use AI to do more and move faster, but never to think less. It accelerates execution and expands possibilities, but it doesn’t replace:
Deep empathy for user needs, developed through research and observation
Strategic judgment about which problems are worth solving
Cross-functional collaboration and stakeholder alignment
The creative leaps that come from domain expertise and experience
Understanding operational realities and organizational constraints
With CVS Health, aligning cross-functional teams and translating sensitive patient and operational data required deep conversations and narrative storytelling. AI could not replace the human effort needed to build trust and secure alignment.
Looking forward
As a designer who has led AI vision sprints for Royal Caribbean, designed ML-powered features for AWS, and explored agentic applications in a new healthcare startup, I see AI as a fundamental shift in how we practice design, not just an addition to our toolset. The question isn’t whether to use AI. It is how to use it strategically while keeping human needs at the center.
Want to discuss how AI can transform your product or team? Let's talk.
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© 2026 Joshua Cohen