This page brings together two complementary dimensions of Hybrid Futures Studio:
the thinking that informs our approach to AI-enabled experiences, and
selected work where this thinking has been applied in complex, real-world contexts.
The intent is not to be exhaustive, but to make visible the continuity between ideas and execution.
CX for AI series
CX for AI explores what happens when artificial intelligence moves from tooling into the customer experience itself.The series focuses on the conditions required for AI-enabled services to be trustworthy, understandable, and sustainable over time — beyond automation, interfaces, or isolated use cases.Recurring themes include:
experience coherence across channels and moments,
trust, transparency, and clarity in AI-mediated journeys,
marketing and service infrastructure as enablers of scale,
and the limits of “activation” without systemic alignment.
Selected articles:
Designing AI Systems for Transparency: The UX of Trust in AI (S01A02)
Empowering the Next Generation: AI-Driven Personalisation and Trust in Financial Education. (S01A03)
Bridging the Gap: Service Design as the Missing Layer in AI-Driven CX (S01A05)
Beyond Activation: Designing Onboarding Metrics for the Age of Intelligent Experience (S01A12)
Articles are published on Medium.
Signal and Sense series
Signal and Sense is a more reflective editorial space.It looks at how organisations perceive, interpret, and respond to signals — technological, cultural, or behavioural — during periods of transition.Where CX for AI is infrastructural, Signal and Sense is interpretive. It focuses on ambiguity, sense-making, and the dynamics that shape decisions before strategies are formalised.
Selected articles:
Reflections are published on Linkedin.
The following cases illustrate how this thinking has informed strategic and experience-led work in regulated, large-scale environments.They are presented here in expanded form for readers coming from the SMD website, while remaining intentionally high-level.
Financial Services · Europe
Context: A large retail bank exploring the use of AI to improve onboarding completion and early engagement.
Strategic challenge: Balancing automation and personalisation in a regulated environment, without compromising trust or operational clarity.
Role: Experience strategy, service design leadership, and cross-functional alignment across CX, product, data, and compliance.
Impact: A reframed onboarding model focused on transparency, progressive disclosure, and experience continuity — enabling AI to support, rather than replace, human decision-making.
Banking · UK
Strategic challenge: Moving beyond tactical fixes to address systemic experience incoherence.
Role: Experience strategy, orchestration across design and engineering, and executive-level storytelling to align stakeholders.
Impact: A shared experience vision and prioritisation framework that enabled delivery teams to execute consistently, reducing friction for both customers and internal teams.
Financial Services · International
Context: Multiple digital initiatives aiming to improve customer engagement through personalisation and data-driven services.
Strategic challenge: Ensuring that increased sophistication did not translate into opacity or loss of customer confidence.
Role: CX strategy, design research, and advisory support to embed trust principles into journey design.
Impact: A set of experience principles and decision criteria that helped teams evaluate AI-driven features through a trust and clarity lens.
The work presented here is not separate from the editorial work above.The articles explore why certain conditions matter.
The cases show how those conditions can be designed, aligned, and sustained in practice.Together, they form a growing body of work at the intersection of experience, AI, and organisational clarity.
This body of thinking and work continues to evolve.Future releases will explore new formats and deeper articulation of selected ideas — always with the same intent:
to help organisations navigate complexity without losing sight of people, purpose, or long-term value.