As we start to design Living Services – services that respond to us by wrapping around us, constantly learning more about our needs, intents and preferences – we're entering new design territory. Living Services flex and adapt to make themselves more relevant, engaging and useful, but they are powered by our personal data, collected from sensor-rich objects and devices we interact with, apps and everyday services we use, as well as historical behavioral and third-party contextual data. With every trigger, a living service orchestrates and presents a unique experience that is tailored to the needs of the customer at that particular point in time.

This presents enormous challenges and opportunities for designers. How do we accurately design for highly personalised and ever-shifting experiences that have a demographic of one? What is the designed or branded experience if it is responding and adapting to us all the time, meaning my experience is vastly different from yours and millions of other unique experiences? If AI is the new UI, does this mean personality is the new UX? How do we design for that? What are the ethical issues we should be considering now that our designs have the potential for enormous convenience as well as harm?