In this thought-provoking keynote, Ovetta Sampson explores how GenAI introduces cognitive, cultural and social risks into the user experience, and why designers and researchers are uniquely positioned to mitigate those risks. Drawing on her first-hand experience at companies such as Google, Microsoft and Capital One, Ovetta will present key concepts and frameworks along with relevant and timely insights into mitigating these often-overlooked engagement risks.

She invites discussion to build a clearer understanding of the capabilities and limitations of GenAI for product and service design. The session will also offer ways to address those limitations and minimise the human engagement risks of GenAI for more valuable experiences and outcomes for organisations.

In this strategic workshop, AI Risk Management expert Ovetta Sampson guides you through the critical paradigm shift from traditional interaction design to intelligent system design. Using a reverse engineering approach, you will deconstruct existing service design projects to reveal where and when ethical AI practices can and should be implemented, as well as how to implement them effectively.

Tailored to the Beyond the Map conference, this workshop introduces design principles, frameworks and concepts that support a more robust Responsible AI Practice. By unpacking familiar projects through an ethical lens, you will gain practical design principles to identify and address the cognitive, cultural and social risks of engaging with GenAI products and services, ensuring responsible, inclusive and human-centred outcomes.

For who

• UX and service designers working with or transitioning into AI-driven products.

• Product managers and strategists looking to build ethical, human-centred solutions. Innovation leads and digital transformation professionals integrating GenAI into services.

• Design researchers focused on inclusivity, equity, and social impact in AI.

• Ethicists, policy makers, and AI governance professionals seeking practical frameworks for responsible design.

• Developers and engineers interested in aligning system design with ethical best practices.

• Everyone involved in designing products and services with the intent to serve people responsibly, inclusively, and thoughtfully.

Key takeaways

• Frameworks and practices that help identify AI bias and the human engagement risks™ of GenAI products.

• Practical solutions on how to mitigate the cognitive, cultural and social bias risks of GenAI through design and research.

• 'Mindful AI' design principles that help product teams implement ethical AI throughout the product development process.