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Workshop: AI as a Design Material - Amsterdam

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About this event

What to expect

Design AI-enabled solutions that actually work for real people and businesses. This intensive hands-on workshop in Amsterdam teaches designers and product teams how to think about AI as a design material with specific functions and values, rather than a magic fix to retrofit onto existing experiences.

What You'll Learn

Led by Brandon Harwood (creator of the AI Interaction Atlas) and Matthijs Zwinderman, this three-hour workshop provides a practical framework for making strategic decisions about when and how to implement AI. You'll develop skills to:

  • Identify which user context gaps genuinely benefit from AI solutions versus those that don't need AI at all
  • Evaluate specific AI capabilities that create foundations for meaningful user experiences
  • Determine what AI enablements provide measurable value for both users and business outcomes
  • Build a shared vocabulary your team can use to communicate clearly around AI design and development
  • Move beyond chatbots to design innovative AI solutions grounded in real user needs

The workshop tackles critical questions that teams often skip: Does this problem truly call for AI? What's the ROI? Where specifically within the solution does AI belong? How do we design AI that genuinely improves people's work and lives rather than creating friction?

Who Should Attend

While built with designers in mind, the workshop spans across product teams. Product managers figuring out what to build, developers evaluating technical feasibility, and founders wondering where AI fits in their business model will all gain practical clarity. The session adapts to your specific use case rather than following a fixed script, pulling from modular tools and activities based on your team's actual needs.

Expert Facilitators

Brandon Harwood brings over a decade of experience from IBM Innovation Studio, where he designed human-centered AI systems across industry sectors and advised IBM Research on human-AI co-creativity. His research published at CHI 2023 informs his approach to designing AI products that empower human creativity. Through his practice quietloudlab, he works with startups and innovation teams to design emerging technology experiences grounded in cognitive psychology and practical product strategy.

Matthijs Zwinderman combines AI research background from Carnegie Mellon with enterprise service design and product strategy experience across Dutch startups, sca

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