Did we not need a human designer for this product?

We did need human designers. The design was absolutely human-led by our expert design team. The AI was used as a tool to enhance the concepting process – the insights were used to build a brief or ‘prompts’ for the AI tools to give the best results back from the AI software, this was a process of refining the prompts and results to get a concept that felt best aligned with our vision. The ID (Industrial Design) and NPD (New Product Development) teams then worked on further refining and engineering the development. Human innovation enhanced by AI.