28/05/2026
AI Filters out alot.
Some of what it removes might actually matter.
NNG just dropped a video on using AI responsibly in analysis — and it made us think about something bigger than research.
It’s about what happens when AI becomes the first step in the design process. When it shapes the direction before the context is even clear.
Here’s what we’ve observed at — and why we have a hard rule about when AI enters our process.
Swipe through. Save this if you work in design.
The conversation matters more than the output.