Intelligence changes the whole experience environment.
The brief starts with a human activity. The intelligence comes second.
frog’s The AI Playbook (2020) offers an opportunity map: extended and mixed reality, connected environments, Zero UI and blended intelligence. Its value is the breadth of the brief—how intelligence changes relationships between people, objects and places. [6]

What enters the brief
frog’s four domains—extended and mixed reality, connected environments, Zero UI and blended intelligence—connect people, objects and places. Applied to a car, that brings physical conditions and shared activities into the same design brief as software.
The choice it creates
A wider brief also creates wider responsibility. If the activity depends on light, posture and time, the design team must consider those conditions together. A conversational layer cannot finish an experience the cabin’s physical design leaves unresolved.


























