In this episode of Breakthrough Innovation, we’re joined by David Altis, Global Chief Experience Design Officer for the Ford Business at VML. With a creative career spanning two decades and clients ranging from Intel to Kellogg’s to United Rentals, David shares how AI is reshaping experience design—and why human insight still leads the way.

Key Lessons Covered in This Episode:

AI as a Creative Partner, Not a Threat: David reflects on how AI, like Photoshop in its early days, is just another tool—powerful but not a replacement for craft, taste, or human instinct.

The Sea of Sameness: Why over-reliance on generative tools risks making brands indistinguishable—and how creativity must evolve to stand out in an algorithmic world.

Teaching the Next Generation of Creatives: With art schools warning students to avoid AI, David discusses the danger of missing the tech wave—and why hybrid skills will define future talent.

Agentive Design and the Rise of Creative Fluidity: Explore how AI agents are shifting roles inside design teams, flattening hierarchies and giving younger talent more ownership than ever before.

Humanity as the Missing Ingredient: Despite AI’s growing sophistication, David argues it can’t replicate what truly matters: storytelling, emotion, and the lived experience behind a brand’s promise.

Reimagining Customer Experience at Scale: Learn how Ford and other legacy brands are integrating AI to streamline operations while staying true to their identity—and what that means for CX teams.

Preparing for the Post-Screen Era: From Apple Watches to AR glasses, David predicts the next leap in experience design will break free from screens entirely, requiring spatial thinking, not just pixels.

Key Takeaways:

✅ AI is accelerating design processes, but it’s human insight that gives work purpose and resonance.

✅ Craft still matters—those who can create by hand will soon be rare and highly valued.

✅ Managing AI agents will become a core creative skill, just like mastering design software once was.

✅ CX innovation must prioritize brand authenticity over efficiency alone.

Links And Resources:

• Connect with David Altis on LinkedIn: linkedin.com/in/davealtis
• Websites: jvml.com (Company)