What changes when software begins to mediate intention, judgement and action?
As software moves from answering questions to taking action, design can no longer focus solely on interfaces. The central challenge becomes agency itself: who may act, under whose authority, within which constraints, and with what accountability.
Design leadership now has one job: move from polishing surfaces to authoring governable delegation.
What happens when people experience brands, services, and institutions primarily through their own AI agents—rather than through brand‑designed apps, websites, and campaigns?