Don Norman: Embrace AI as a Creative Tool, Not a Threat
Pune, 25th September 2024: “Artificial Intelligence should not be seen as a threat but as a tool to enhance creativity and problem-solving,” said renowned design expert Don Norman, speaking to an audience of designers and students at a special session titled ‘Insights with Don Norman’. The event was organized by the Pune Chapter of the Association of Designers of India (ADI) in collaboration with BITS Design School and held at the MCCIA’s Sumant Moolgaonkar auditorium last weekend. The session was also attended by Balkrishna Mahajan, National President of ADI, and Nandita Abraham, Dean of BITS Design School.
Don Norman, a globally recognized design authority and Director of the Design Lab at the University of California, emphasized the critical role designers can play in shaping the development of AI. “Designers need to be involved in creating AI tools that are both ethical and collaborative,” he said. “Rather than fearing AI, we should leverage it to expand our creative boundaries and improve our problem-solving capabilities.”
Norman also urged designers to broaden their perspectives by learning how to communicate in the language of business. “Designers have a unique opportunity to influence major corporations, but to do that effectively, they need to speak the language of profit margins, financial forecasts, and business strategy. It’s not just about aesthetics anymore—understanding economics, ethics, history, and even politics is essential for making impactful design decisions,” he added.
He encouraged the design community to move beyond conventional methods and embrace co-design, stressing the importance of participatory design that involves local expertise. “We need to shift away from colonial design approaches. Designers must work closely with communities and draw on their local knowledge and resources. This can also help influence policy-making, which often overlooks the voices of those directly impacted,” Norman explained.
In an increasingly interconnected world, Norman highlighted the global nature of design challenges. “Design is no longer isolated within borders. Global collaboration is crucial to address complex issues,” he said. He encouraged young designers to focus on teamwork and to think deeply about the larger impact of their work.
Norman also underscored the importance of continuous learning and adaptation. “The design profession requires constant growth and the ability to adjust to new technologies and methods. We need to integrate multidisciplinary approaches into design education, blending theory with hands-on project-based learning,” he noted. He added that educational systems must prioritize collaborative work over traditional grading, as real-world problem-solving demands a diverse set of skills.
ADI, a national organization supporting designers across various fields, played a key role in organizing this event to foster knowledge exchange and professional growth within the design community.
