I’m Ann Conway, founder of Amplify, a customer experience design consultancy that helps complex organizations translate deep research into strategy and growth. Over the past decade, I’ve led design research and innovation work with Fortune 500 brands — specializing in designing for customer loyalty and drive behaviors in the shopping journey.

In the past year, we've thoughtfully integrated AI into every step in our design process — from accelerating research ops to deepening our insights to improving our strategic storytelling.

The result has been incredible: put simply, we can produce more and better work. And more importantly, we haven't lost our role leading the process, our human judgment, or our professional rigor.

What motivated me to teach this course is what I heard again and again in interviews: designers and researchers are facing pressure to use AI, but want to do so thoughtfully and define how they will lead this new process.

This course is about giving you the skills, methods, and language to not only use AI effectively, but to advocate for your place at the table — with rigor, ethics, and creativity intact.