Nine design leaders on what AI is changing in UX
AI makes production cheap. It does not make judgment any cheaper. Nine Danish design leaders describe what is getting easier and what is getting harder, and they care far more about the latter.
9 named professionals · 7 chapters · 20 pages as PDF
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Three of the answers
Wireframing and prototyping in high fidelity were always a kind of proof of maturity. It cost time to make something look thorough, and that time signalled that the idea had been thought through. Now high fidelity is free, and the proof stops working: a polished proposal no longer proves anything.
Rune Veerasawmy Head of Digital Member Experience and Market & Member Insights, Krifa Research, governance, politics and operations are the new speed bottlenecks, now that dev and design are where they are. And that turns Marty Cagan's books completely on their head.
Philip Illum Thonbo Lead Product Designer, Trifork Because it is so easy to generate content and design proposals, I paradoxically spend more time weeding out mediocrity.
Peter Dahlstrøm Andersen Director, Strategy & Partnerships, Boye & Co What the report says
- 01 A polished proposal no longer proves anything High fidelity proves nothing when it costs no time to produce.
- 02 The bottleneck moved to where nobody has optimised Design and build are fast. Now something else entirely is slow.
- 03 Context is the work now, and more is not better Krifa fed the model 108 interviews. It drowned in them.
- 04 The first suggestion sticks Alternatives are cheaper than ever. We still don't look at them.
- 05 What the work did to us You can read the conclusion. You just haven't been through it.
- 06 Where the panel disagrees Five chapters of agreement. It stops here.
- 07 What the nine would do differently Nine pieces of advice from people who do this every day. They don't all point the same way.
The panel
- Rune Veerasawmy Head of Digital Member Experience and Market & Member Insights, Krifa LinkedIn for Rune Veerasawmy
- Philip Illum Thonbo Lead Product Designer, Trifork LinkedIn for Philip Illum Thonbo
- Peter Dahlstrøm Andersen Director, Strategy & Partnerships, Boye & Co LinkedIn for Peter Dahlstrøm Andersen
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Martin Fabricius Head of Design, Knowit Experience LinkedIn for Martin Fabricius -
Jonathan Jungløv Senior UX Designer, Energinet LinkedIn for Jonathan Jungløv -
Anders Tolborg Principal Product Designer, Formalize LinkedIn for Anders Tolborg -
Daniel Wiklund UX/UI Designer, freelance, DW Studio LinkedIn for Daniel Wiklund -
Peter Gregersen Designer, Vipps MobilePay LinkedIn for Peter Gregersen -
Anne Louise Grønnebæk Hansen Independent Consultant, strategiskdesign.dk LinkedIn for Anne Louise Grønnebæk Hansen
Nine written answers from senior people in agencies, product companies, in-house teams and consulting, collected in the summer of 2026. Everyone is quoted by name and title with their consent. No answer has been edited for substance, only for length. The answers were given in Danish; quotes are translated.
The whole report, free
You read it online right away, in English, and get the PDF (in Danish). Unsubscribe from the newsletter in one click.