As we develop AI tools, we’re aiming for a more natural technology. The goal is to make our devices blend seamlessly into an experience, instead of always pulling us out of the moment. I think as an industry we’re underestimating how disruptive it can be to focus on the person, rather than the device in their hand.

Data is a word that can be used to intimidate people out of a conversation. The reality is that all learning, all experiences, all knowledge is data. Everything that makes us human is centered around the information we carry and use. Will there be challenges in accumulating and formatting these bits of knowledge? Sure. But that’s an exciting challenge to me; it’s an opportunity to apply creative problem solving to every project. And we shouldn’t overlook the data that will come out of these experiences…the ability for AI to help us translate interactions and behaviors into meaningful insights for brands, and help brands turn those insights into meaningful engagements.

Hunt, Gather has a Creative First, Always mindset, so this is actually right in our wheelhouse. We’re experts in user experience, so we’re well positioned to design these new, “invisible” interfaces that will increasingly be in demand. To make these experiences truly immersive and seamless is ultimately as much a design challenge as an AI challenge.

Cars won’t replace horses. Horses with cars will.