AI needs design consciousness
My thoughts on ethics and human-centric design in AI advancements.
What is artificial intelligence, and why do we need it?
Artificial intelligence has various definitions. John McCarthy, the father of artificial intelligence and creator of the programming language LISP, was the head of the computer science department at Stanford University. In his 2007 article “What Is Artificial Intelligence,” McCarthy addressed some pertinent questions. When asked what artificial intelligence is, McCarthy responded that it is the science and engineering of making intelligent machines, and brilliant computer programs. It’s related to the similar task of using computers to understand human intelligence, but artificial intelligence does not need to be limited to biologically observable methods. Former MIT professor of artificial intelligence and computer science, Patrick Winston, defined artificial intelligence as “algorithms enabled by constraints, exposed by representations that support models directed at loops that link thinking, perception, and action.”
According to McCarthy (2007), there are various forms of intelligence. We can affirm that: “Intelligence is the computational part of the ability to achieve goals in the world. Varying kinds and degrees of intelligence occur in people, many animals, and some machines.”
When McCarthy (2007) was questioned about what intelligence is and whether we can consider a computer as an intelligent machine, he argued that intelligence involves mechanisms. AI research has discovered how to make computers carry out some of them and not others. If doing a task requires only mechanisms that are well understood today, computer programs can give awe-inspiring performances on these tasks. Such programs should be considered “somewhat intelligent” We are acknowledging that intelligent machines can perform tasks or make decisions autonomously based on pre-defined algorithms or rules. This intelligence may be limited and specific to certain tasks, but it still signifies information processing capability and adaptation. Similarly, when a child begins to babble or calls out for “mama” or “papa,” it is a sign of early cognitive and linguistic development. In this way, we can recognize that both examples highlight the gradual and continuous progression toward more complex forms of intelligence and cognitive abilities.
Artificial intelligence can have various applications ranging from machine learning, deep learning, neural networks, computer vision, and natural language processing, among others. Although artificial intelligence is an old technology, its application has gained relevance recently in the technology market and organizations. Research conducted by the company Gartner in 2019 shows that 37% of organizations have implemented AI in some form in their products and services. The percentage of companies employing AI has grown by 270% in the last four years.
There are several types of artificial intelligence currently, as you can see in the image below. According to current literature, machine learning is an area of artificial intelligence that has gained much relevance in recent years. Machine learning is a subcategory of artificial intelligence that uses algorithms to automatically learn insights and recognize data patterns, applying this learning to make increasingly better decisions.
Machine learning algorithms are being applied globally in virtually every major sector, including business, government, finance, agriculture, transportation, cybersecurity, and marketing. The rapid adoption of these technologies across various fields is evidence of the value added by machine learning (and consequently, by data science). With insights derived from vast datasets, often in real-time, organizations can operate more efficiently and gain a competitive advantage.
Dustin Harris (2020) argues that there are various types of artificial intelligence, but among them, the most promising is limited memory artificial intelligence. As shown in the image above, this category is included in type 2. This type of artificial intelligence can store previous data and predictions while collecting information and weighing possible decisions. According to Harris (2020), several machine learning models utilize limited memory intelligence, including:
- Reinforcement Learning: This model learns to make better predictions through repeated trial and error. For example, recommendation systems, autonomous vehicles, and online games adopt this approach.
- Recurrent Neural Networks (RNNs): Utilize sequential data to gather information from previous inputs to influence the current input and output. They are commonly used for ordinal or temporal problems such as language translation, natural language processing, speech recognition, and image captioning.
- Evolutionary Generative Adversarial Networks (E-GANs): Evolve, growing to explore slightly modified paths based on previous experiences with each new decision. For example, DALEE-E and Midjourney adopt this approach.
- Transformers: These are node networks that learn how to perform a specific task by training on existing data. Instead of having to group elements, transformers can execute processes so that each element in the input data pays attention to all other elements. For example, ChatGPT, Siri, and Cortana adopt this approach.
According to Feldmann (2018), “We have reached electronization” (p. 56). Even with the advent of information technology about 70 years ago, the fear of unemployment caused by computers or automation quickly dissipated, and a vast number of new professions have emerged since then, from computer programmers to web designers, just to name a few. Why would it be different now? The answer lies in the fact that with artificial intelligence, humans lose the monopoly on cognitive ability. In other words, until recently, machines and computers could only perform repetitive tasks and replace manual labor. From now on, activities that require logical reasoning, decision-making ability, and intelligence could be performed by robots or computers.
Furthermore, artificial intelligence is undoubtedly a powerful tool. You may even deny it, but its impact will still be felt throughout society and will affect you in some way, or you can simply accept it and use it as a tool to boost your work. Just as typists were impacted by the advent of information technology about 70 years ago, those who understand and use AI correctly can get ahead of those who simply ignore this technology. We must continue to study its negative impacts and seek ways to mitigate them.
To understand the importance of artificial intelligence, it is crucial to recognize the rapid development of our society over the past seven decades, especially in the field of technology. Since the industrial revolution 150 years ago, AI represents the third technological revolution, revolutionizing our world and dramatically transforming businesses, while also generating concerns for governments worldwide due to its potential. More than ever, we need artificial intelligence, as humans are not proficient in all areas. In critical contexts, relying on human “gut feeling” can be detrimental, as humans are poor decision-makers and struggle with analyzing complex data. Artificial intelligence can be a valuable tool for reducing human errors in high-risk jobs, such as in the oil industry, medicine, and manufacturing.
With the world population constantly growing, currently around 8 billion people, it becomes increasingly necessary to increase the production of equipment and consumer goods. If we rely solely on humans to meet future demands, we may not be able to do so. Additionally, many studies indicate that humans are productive for only about 3 to 4 hours per day. Therefore, it is crucial to seek ways to increase efficiency and productivity while ensuring a better quality of life through adequate breaks and time off. Artificial intelligence, when used ethically and responsibly, can be a powerful ally in addressing present and future societal challenges, driving innovation, and promoting human well-being.
What is Design Consciousness?
First of all, let’s understand what consciousness means. If we look at the dictionary definition, according to Merriam-Webster, consciousness means the quality or state of being aware, especially of something within oneself. It also refers to the state or fact of being conscious of an external object, state, or fact. The use of the term ‘Design Consciousness’ in the title of the article reflects the pressing need to consider an ethical and socially responsible approach when developing and implementing artificial intelligence (AI). We recognize that AI has significant potential to transform various aspects of our everyday lives positively. However, this transformation must be conducted with a design consciousness that takes into account not only technical effectiveness but also the social, ethical, and moral impacts of its applications.
The concept of Design Consciousness has been widely used over time, referring to a design approach that considers the ethical, social, and environmental impacts of its creations, to offer more sustainable and responsible solutions. This approach has gained greater relevance in recent years as society increasingly prioritizes sustainability. The primary goal of this approach is to raise awareness about how design and technology influence the world around us.
According to Neil Goldberg, design is a social action and should be transformed into a creative process of full participation, deeply rooted in culture. In other words, we need to go beyond mere aesthetics, as design is often seen, and consider the cultural roots of our society when we design. Design consciousness comes as an approach to ensure that everything we build around us, including technologies, tools, homes, and devices, is shaped to adapt to our evolution in body, mind, and spirit. It is crucial to understand that Artificial Intelligence (AI) does not exist in a vacuum; it is an integral part of our society and has a significant impact on it. It is essential to make AI more transparent and trustworthy because, so far, AI has often been treated as a black box, where even its creators are not entirely sure about the implications of this technology. We must not delude ourselves into believing that the widespread adoption of AI will not bring about social problems. We must be vigilant about potential negative impacts, such as mass unemployment, algorithmic bias, and loss of privacy, among others. Therefore, it is essential to adopt a conscious approach that recognizes both the benefits and risks associated with AI.
I advocate for this approach because I believe that it enables us to build more responsible AI. Similarly, in the past, scientists, designers, cognitive psychologists, and human factors specialists came together to establish Human-Computer Interaction (HCI) as a field that defined how human-computer interaction should occur, through rules and guidelines on how to build user interfaces considering the needs and constraints of people first. This same approach should be adopted in the construction of AI. It is our responsibility, as experts in Human-Computer Interaction (HCI), to lead in defining guidelines on how this technology should be built.
Therefore, technology professionals involved in the development of artificial intelligence solutions must have class consciousness and consider not only the opportunities for radical innovation but also the social and ethical impacts of these technologies. We need to pursue innovation of meanings, a concept much debated by Verganti (2009) in his book “Design-Driven Innovation.” This approach of innovation of meanings, applied to the context of artificial intelligence, could create solutions that go beyond merely automating tasks but create new meanings and possibilities for people. We must truly place people at the center of the construction processes of these technologies and incorporate in ourselves, design, product, and software development professionals, the principles of Human-Centered Design, as defined and advocated by Klaus Krippendorff in the past.
As technology professionals, we should seek solutions that promote human well-being and protect the rights and privacy of individuals while minimizing negative impacts, including mass unemployment, instead of maximizing efficiency. This is because, if we look at Maslow’s hierarchy of needs, efficiency is not a human need but rather an organizational one. Therefore, our focus should be on developing technologies that not only enhance efficiency but also prioritize the fulfillment of human needs and values, contributing to a more sustainable and equitable society.
In this context, I’m sharing the principles of design consciousness, inspired by the Centre for Conscious Design — a global collective that advocates for creating healthy built environments.
- Imagine: Express clearly your ambitions so that people can understand them; start your artificial intelligence project/product by considering the real needs of contemporary society and the impact of this technology in the short, medium, and long term on people’s lives, explaining the possible negative and positive impacts of your creation. Human beings should be considered as the central part of the technology conception.
- Design: Your design vision and decisions must be scientifically grounded and relevant to the specific needs of the people who will be affected by the project, considering the short-, medium-, and long-term impact on people’s lives. Participatory, human-centered design should be the mantra for building a product that takes into account people with different aspirations, needs, and goals, seeking to establish a balance in your product.
- Build: Construct your technology with ethics in mind, considering the social, environmental, and political impacts. Create an environment where all voices can be heard, thus creating a better product. Consider the public opinion and feedback from experts in social sciences, anthropology, and law to broaden the positive impact of AI. This principle aims to ensure that AI technology remains responsive to evolving societal needs and values, thereby maximizing its positive impact over time.
- Evolve: Embrace dialogue with society as a tool to ensure that your artificial intelligence product serves the greater interest. Set aside the techno-solutionist perspective and employ reflection as a research method to build consciously and propose technological solutions that enhance human life.
I do believe that by adopting and applying these principles of design consciousness during the process of developing AI solutions, designers, technologists, programmers, and entrepreneurs in this field can build more responsible AI with a positive impact on our society, going beyond mere efficiency gains or task automation.
Unplanned innovation, uncertain future.
In a capitalist society, the need for continuous, often unplanned innovation is constant. It’s surprising how companies spend money, often extravagantly, to solve problems that may be trivial or not so relevant to the society we live in. What I often observe is an insatiable desire to innovate without limits. I have worked as a designer for global consulting firms, serving clients from various industries such as healthcare, transportation, finance, and agriculture. Sometimes, I would internally question: is it really necessary to make this change to the product? Do we need to include this new feature? If the product is working and generating revenue, why do we need to add new features? Upon careful examination, it becomes apparent that these ideas of adding new features often do not arise from user needs but rather from a HIPPO (Highest Paid Person’s Opinion). These individuals often lack a broad vision. Building a product without considering people’s needs is like building a house without taking into account the needs and preferences of the residents. Just as a poorly planned house can be uncomfortable and unsuitable for its inhabitants, a poorly conceived product may not meet users’ expectations and demands, resulting in dissatisfaction and wasted resources.
Does this image below remind you of anything?
The image above illustrates how unplanned innovation can lead to an uncertain future. A few years ago, the world witnessed an explosion of bike-sharing apps. In various countries such as China, USA, Japan, France, and England, the rise of these services was evident. However, have you noticed that they disappeared? This business model resulted in market oversaturation, revealing planning problems, excessive competition, and lack of regulation in the bike-sharing sector. Today, these piled-up bikes form a ‘graveyard,’ abandoned and creating a heap of waste that pollutes the environment. All Waste is a Design Problem. This example of bikes helps to understand the point I want to address.
Currently, I perceive that the construction of artificial intelligence products is following a similar approach. In recent years, we have witnessed an exponential growth of Artificial Intelligence (AI) solutions resembling the fever of bike-sharing apps. Though we are living in an exciting time in the field of technology, the emergence of AI products at a dizzying pace, perhaps not 10,000 per day but many, and what will become of these solutions in 10 years? We are not talking about bikes, but rather about advanced technology capable of self-learning and evolving. What will our future look like in the face of this scenario?
I don’t want to sound alarmist; perhaps I’m overly skeptical or analytical, but I observe that most of these products are adopting a techno-solutionist view, as mentioned earlier. Many entrepreneurs in the field of artificial intelligence or computing in general, like Sam Altman, for example, have a techno-solutionist vision, seeking to raise 7 trillion dollars for a new project that would increase the world’s chip production capacity. With a sum of money like that, we could make the world a better place, we could create better programs to combat poverty, promote sustainability, fund medical research, expand the internet globally, establish more schools, research centers, and top-tier universities to elevate the boundaries of intelligence beyond borders. People like Sam Altman are always trying to sell us artificial intelligence as salvation and a solution to our problems. The world has evolved this far without artificial intelligence, only with scientific study. Artificial intelligence should be an ally, driving us to become better human beings, as I wrote in my article ‘How Humans and Intelligent Computers Can Work Together?’ As a designer, I see that the conception of artificial intelligence technology lacks a human-centered approach. Given the current situation, it is more than necessary to rethink how we are building these products. Artificial intelligence is a product of design more than technology; its vision is intrinsically linked to cognitive psychology, which seeks to simulate the human mind through computer programs. However, there is a clear lack of planning and a lack of consideration for the social and environmental impact of emerging technologies.
We need to understand the consequences that will arise after the introduction of a new technology into the market or society. If we lack this capacity for reflection, we are not adopting a human-centered approach to design; we are simply producing technology products that aim to meet the institutional needs of those who funded them. Technology has the power to transform the culture of a society. Whenever we introduce a product into society, we are altering that culture. How prepared are we to understand the impacts of our changes?
The approach of Design Consciousness, combined with artificial intelligence, emerges as an ethical foundation to ensure that new technologies not only meet immediate needs but also consider the well-being and integrity of affected communities. A genuine human-centered design not only concerns itself with the functionality and efficiency of the product but also with its social, cultural, and ethical implications. We must constantly strive to understand and mitigate the potential negative effects and amplify the positive ones of the technologies we develop and implement. This approach not only promotes technological progress but also contributes to the development of a more just, inclusive, and sustainable society. It is more than time for us to start worrying and developing regulations to contain this unrestrained development of AI technologies. The European Union has made significant efforts to regulate artificial intelligence. On December 8th last year, a regulation for AI technology was launched in the European Union; this regulation can help establish limits, ethical standards, and criteria for the proper and safe use of AI. Recently, the French government brought together various AI experts from the country, including the renowned VP and Chief Scientist of Facebook, Yann LeCun, along with Joëlle Barral, Alexandra Bensamoun, Gaël Varoquaux, and others, to establish the “Commission for Artificial Intelligence” (La Commission de l’intelligence artificielle). This commission aims to formulate guidelines for the use of AI by the government, aiming to position France as a leader in the technological revolution of artificial intelligence. The report presents 25 recommendations to position the country as a prominent actor in this constantly evolving scenario.
We don’t just use or admire technology; we live with it. Whether we are charmed by it or indifferent, technology is deeply embedded in our ordinary everyday experience. Arnold Pacey noted in his 1999 book Meaning in Technology
Artificial intelligence (AI) can provide various benefits to our society, but it is crucial to approach its development with caution. Here, I invoke Melvin Kranzberg’s first law: “Technology is neither good nor bad; nor is it neutral.” Transposing this to the current context, artificial intelligence technology transcends its mere purpose of making us more agile. It has a direct or indirect impact on the environment, culture, people’s lives, and our economy. Artificial intelligence can be used for good or for ill. According to the law, the invention is the mother of necessity. Indeed, as we evolve as a society, we need to develop new tools that empower us to perform our tasks efficiently. However, every invention has consequences. Creating technology does not guarantee the improvement of society. We have the example of social networks, a technology of social computing that has become fertile ground for maximizing the voices of extremists, digital persecution, cyberbullying, and other social problems.
The fourth law stipulates that while technology may be a primary element in many public issues, non-technical factors take precedence in technology policy decisions. This is about taking a systemic view. No matter how technical the technological solution may be, it cannot be dissociated from its social, ethical, and political impacts. An example of this is recommendation systems, which have changed our way of choosing products online, sometimes leading us to decisions we wouldn’t otherwise make. Who has never refrained from buying a book based on reviewers’ opinions?
It's important to emphasize that AI is not a panacea and will not solve all of humanity’s problems. However, I believe it can make our world a better place in various aspects, such as predicting natural disasters, forecasting pandemics, proposing cures for diseases, assisting in cognitively complex tasks, and preventing maritime disasters by providing sailors with information that can help them make decisions in advance. The applications of artificial intelligence are immense. However, if we do not have a clear intention for what and why we are building these AI products, we may waste unnecessary effort and perhaps even create unconscious monsters.
The responsibility of designers
A poorly designed AI can have significant negative consequences on society. Therefore, it is crucial to exercise caution when implementing these artificial intelligence technologies, especially considering the involvement of many designers in building AI products. To designers reading this article, it is essential to understand that it is our responsibility to work closely with stakeholders to ensure that these technologies are designed with a clear purpose. We must ensure that the teams behind these projects have a comprehensive understanding of the impact that these technologies will have on society.
As a designer and technology professional, it is important to consider ethics and build with a clear purpose when implementing AI-based technologies. This involves addressing issues such as privacy, security, algorithmic bias, sexism, misogyny, and social inequalities. Another criticism I would make to my fellow designers is that we need to be less excited and reflect more on the impact of this technology on our society and our work, rather than just adopting it without reflection. Sometimes, designers seem like children who have just been given candy. We get excited about the emergence of new technologies, set aside our critical vision for the sake of the companies we work for, and abandon the cliché phrase “I am the user’s advocate” to solely meet the needs of the company. Who has never seen how designers use behavioral psychology techniques such as nudging, dark patterns, captology, and gamification to addict users to increase engagement or time spent on platforms? Now I ask you: with the rapid growth of AI-based platforms, will we have design consciousness to apply it ethically?
The positive or negative impact of this technology will be visible even to the members of our family. How will you react when you notice that your daughter or niece is addicted to artificial intelligence technology and can no longer have social interaction with the family? We can no longer build products solely according to the preferences of stakeholders, but rather according to what users want and need, and from there, seek a balance with the needs of the company.
Designers are the translators of human needs into meaningful solutions — Filipe Landu Nzongo.
It’s time to regulate the innovation of artificial intelligence-based technologies. Perhaps implementing actual regulators within companies or establishing guidelines for emerging businesses could be the solution. Technology is already a part of our lives and isn’t going away. Now, with the advent of AI technology, regulation will be necessary. Let me tell you something: do you know why organizations like IATA or IMO exist? Without them, companies would create products without adhering to rigorous safety criteria, let alone sustainability standards, among others.
Designers can adopt the concept of Sankofa (pronounced SAHN-koh-fah), which comes from Akan culture, as a creative approach to building technologies with global social impact. Sankofa emphasizes the importance of looking at past mistakes so that they are not repeated in the future. If we look back, the Industrial Revolution brought many benefits to society, but it also brought many social problems that are still felt today, 150 years later. The numbers show that the future will not be any better for workers; we know that many humans sometimes find meaning in life in what they do and in their work. We need to reflect on how emerging technologies like AI are impacting the workforce. Technology happens, but what about people’s lives afterward? If we don’t have legislation or government to support these people, to help them readjust in the market, what will their future be like? We are not thinking; we just want profit in our accounts and our families well, but what about other people? At the end of the day, we will see that the numbers won’t add up, and we will have social chaos on a global scale.
Special thanks to Djoé Nzongo and Gessé Celestino for their initial feedback on this article.
