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McKinsey & Company
Will AI make designers irrelevant?
McKinsey & Company
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+
McKinsey & Company
Artificial Intelligence
A 3-minute intro
McKinsey & Company
• 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
McKinsey & Company
Input Output
AIMagic
McKinsey & Company
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
McKinsey & Company
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
McKinsey & Company
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
McKinsey & Company
McKinsey & Company
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
McKinsey & Company
McKinsey & Company
“…the machine developed an aesthetic sense. It learned how to paint.”
- Elgammal, 2017
McKinsey & Company
McKinsey & Company
Data Future decisions
AIAlgoritms
McKinsey & Company
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
McKinsey & Company 22
Body languageWord choiceToneProgression of ideasStress levels
ImpulsivityTrustworthinessEmotional sensitivityCreativityAttention spanMemoryTolerance
Analyse… To determine…
McKinsey & Company
But wait…
McKinsey & CompanySource: TeejMaximus on YouTube
McKinsey & Company
McKinsey & Company
McKinsey & Company
Data Future decisions
AIAlgoritms
McKinsey & Company
Empathy
AIAlgoritms
Ethics
Morals
Data
Future decisions
McKinsey & Company
“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.