From AI Sprinkles to Real Impact - Serving Customers in the AI Age #GoogleForStartups

How to design AI experiences that solve real problems – not just signal innovation.

In this talk – held as part of a hands-on UX×AI workshop – I explored why many AI features fail not technically, but experientially. The slides introduce key principles for seamless AI integration and show how to shift from superficial “AI sprinkles” to truly useful, embedded product experiences.

Central to this is the “AI Compass Framework”, which helps teams practically navigate AI integration across five levels of user context – from UI to broader life goals. In the workshop, this framework becomes a hands-on tool for identifying real UX friction, uncovering opportunities, and aligning AI with meaningful user value.

This deck captures the talk’s core content and is a great entry point if you’re considering joining the full workshop experience.

#AI #ArtificialIntelligence #CX #CustomerExperience #UX #UserExperience #InnovationFacilitation #JTBD #JobsToBeDone #ProductMarketFit #PMF #GfSAccelerator #GoogleForStartups

Transcript

1.  UX×AI PRODUCT WORKSHOP    SERVING CUSTOMERS IN THE AI AGE  LONDON MAY 6. 2025 @BENNOLOEWENBERG
2.   THE AI×UX CHALLENGE   “Most AI doesn’t fail technically. It fails experientially.”
3.   AI TODAY   — Everyone is adding AI features — AI features often don’t deliver expected value — Users try once, then revert to old patterns — Integration gaps limit potential + The opportunity is yours to seize
4.   FROM AI SPRINKLES TO BAKED-IN AI   Designing and creating exceptional AI experiences that truly matter – from surface features to fully integrated solutions. Sprinkles vs. baked-in concept inspired by Aakash Gupta
5. Sprinkles vs. baked-in concept inspired by Aakash Gupta; AI generated image   AI SPRINKLES VS. BAKED-IN AI 
6.   TWO FLAVOURS OF AI USAGE  Sprinkles: Attention-grabbing but disconnected Baked-in: Deeply integrated, solving real problems Source: Aakash Gupta
7.   REAL-WORLD BITES  Sprinkles: — Chatbot icons sitting idle in corners — “AI-powered” badges and marketing — Features that require new behaviors — High initial curiosity, low sustained use Source: Aakash Gupta
8.   REAL-WORLD BITES  Baked-in: + Netflix: Personalized thumbnails + Spotify: Discovery playlists + Google Photos: Smart organization + Apple: Face ID authentication Sources: Aakash Gupta, Benno Lœwenberg
9. 1. Solve real problems, not AI problems 2. Your data is your moat, not your model 3. Design for human-AI collaboration   THREE NON-NEGOTIABLE PRINCIPLES  Source: Gupta & Jaffer
10. 1. Invisible integration beats flashy features 2. Enhance existing workflows, don’t create new ones 3. Your data advantage is your competitive edge   KEY PRINCIPLES TO APPLY  Source: Aakash Gupta
11.   THE AI×UX FOUNDATION 
12. 5. Interaction Point: Specific UI 4. User Flow: Sequence of screens 3. User Journey: Complete UX 2. Customer Journey: All touchpoints 1. Life Context: Broader goals & situation   CONTEXT-LEVELS FRAMEWORK  AI generated image
13. Find UX problems at each level, solve them at the right level   CONTEXT-LEVELS FOR AI×UX  AI generated image
14. Key Questions: How can AI enhance this specific interaction? How visible should the AI be at this point? What feedback does the user need here?   LEVEL 5: INTERACTION POINT  AI generated image
15. Key Questions: Where in the sequence does AI add most value? How can AI reduce steps in the flow? Can AI anticipate the next step?   LEVEL 4: USER FLOW  AI generated image
16. Key Questions: Which parts of the journey create friction? How can AI connect previously siloed parts? What data across the journey can improve AI performance?   LEVEL 3: USER JOURNEY  AI generated image
17. Key Questions: How does this AI experience connect to other touchpoints? What customer data can enhance the AI experience? How does AI create a consistent experience across channels?   LEVEL 2: CUSTOMER JOURNEY  AI generated image
18. Key Questions: What broader goals is the user trying to achieve? How does this fit into the user’s life and behaviors? What does the user want to solve with the help of your product?   LEVEL 1: LIFE CONTEXT  AI generated image
19.   THE AI×UX FRAMEWORK 
20. Identify where and how to integrate AI to solve what user problem   EXERCISE 1: CONTEXT LEVELS 
21. Let’s bring this context lens into focus — how well does your AI really serve the user?   CONTEXT > DIAGNOSIS 
22. Evaluate your current implementation   EXERCISE 2: AI PRODUCT DIAGNOSIS 
23. Now we know where we are — let’s find out why users struggle in the first place.   DIAGNOSIS > PROBLEM 
24. Identify friction points across user contexts   EXERCISE 3: UX PROBLEM DISCOVERY 
25. Time to shift gears — where could AI quietly solve those problems in truly useful ways?   PROBLEM > OPPORTUNITIES  
26. Map seamless integration possibilities   EXERCISE 4: MAGIC OPPORTUNITIES 
27.   THE AI×UX JOURNEY 
28.   NEXT STEPS  Building on Today’s Foundation + Apply one insight immediately to your product
29.   YOU ARE HERE  AI generated image
30.   CONTINUE YOUR AI×UX JOURNEY You’ve got an idea where AI can truly help — not by adding more, but by designing better. This is just the beginning. There’s more to explore: + Clearer insight into user needs + A strategy that scales with context + Mentor guidance from idea to execution
31.   THE AI×UX COMPASS FRAMEWORK Module Design Shape Customer and User Experience Module Deliver Enable Scaling and Growth Module Discover Identify Usecases for AI Graphic: Benno Lœwenberg
32. AI generated image   THOUGHTS & QUESTIONS 
33.  @BENNOLOEWENBERG  PRODUCT STRATEGY & DESIGN CUSTOMER & USER EXPERIENCE