Impacts

3D render of a glass hourglass, luminous mist in the upper chamber and polished spheres in the lower one

AI-mediated search, conversational interfaces, and agentic systems are changing how people use digital products. These shifts require explicit choices and reshape the responsibilities of the teams that design, manage, and communicate those products.

Four complementary perspectives explain the impact:

Observations examines observable changes in people’s behaviour, expectations, needs and interactions, with the available evidence and its limits.
Emerging effects translates those changes into concrete consequences for organisations: brand representation, automated comparison, reputational risk, regulatory obligations.
Decisions considers the choices these observations and effects bring into focus. Many existed before generative AI, but the alternatives are now more distinct.
Roles translates observations, effects and decisions into responsibilities for different professional functions.