World Congress 2026 Europe - Virtual Stage

Designing AI-first products: When the interface is no longer the product

June 30, 2026

Ekaterina Streltsova

Head of Design

What this session covers

This talk explores what changes in UX practice when intelligence, not interface, becomes the core product. Instead of designing screens first, AI-first products require designers to shape behaviours, expectations, and trust. The session reframes familiar UX methods for products where outputs are probabilistic, adaptive, and sometimes wrong.

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