Story thread · 2 reports / 2 sources

The next phase of design will still be human-led

fastcompany.com · 22h · first reportShare

Someone can convert an idea into reality faster than ever before with the help of generative AI , and that makes the role of humans in the process even more important. “More is not always better. Faster is not always better,” said Emily Galloway, Spotify’s senior director of product design , at The New Rules of Great Design panel during the 2026 Fast Company Innovation Festival. “Human judgment is becoming so important.” The cost of inventing something new has never been lower, which means the name of the game is discerning what is actually worth building, agreed Brooke Ellis, Block’s chief design officer. Still, successful design launches do not have to begin with a human problem that needs solving. If the product is technology-first, though, designers need to be careful that it doesn’t feel cold. One example? Spotify’s AI DJ , which launched in 2023. The idea was for the DJ to feel like a companion that walks users through the songs on their playlists. But to resemble a true pal rath