Rethink UX

In an era where more and more is being built at an increasing pace, how do we create things that truly serve people?The UX is changing. Not in the tools, not in the deliverables, but in the moment it is needed. Less operational, more strategic: providing direction before building has always been the heart of UX. Today, we can no longer postpone that.In this talk, we explore what it means to act with agency in a design process when AI is involved, and why this capability pertains to anyone building something, not just designers.With concrete examples from real work.