Traditional consulting is finding new momentum. This time under the name forward-deployed services. AI has made it easier than ever to create and prototype ideas. But integrating those ideas into real products and workflows remains difficult. We’re seeing this firsthand. Designers, product managers and executives are building more than ever. Yet much of that work happens without shared foundations, consistent systems or a clear path into production. More activity doesn’t necessarily create more value. The next opportunity is helping organizations connect their people, processes and technology. Turning isolated experiments into scalable products and measurable outcomes. That’s where embedded teams can make a real difference. How well is AI integrated into your organization’s workflows and actually delivering value?

AI has made it easier than ever to build a product. Yet building something is not the same as launching something great. Everyone is a builder now. Ideas become prototypes in minutes. Yet so many products look and feel the same. AI models learn from what already exists. They reproduce familiar patterns, established conventions and yesterday’s design decisions. And they still struggle to work consistently within established design systems. Scaling design quality, consistency and confidence across an organization, beyond the design team, remains incredibly difficult. And that’s where design expertise matters more than ever. Great products require more than speed and technology. They need a clear point of view, taste and the judgment to challenge what already exists. AI can accelerate execution. But it cannot replace the thinking and judgment behind great products. Are we building better products, or just building them faster?

A one man’s quest to help. This is is just one part of a new experience.

The revolution is coming. Some of us wants to become robots and that is fine. Most of us wants to stay human and use our intelligence. Ai can be a great sidekick and multiplier but not replace our brain.

Our new site is live. 36% complete. We’re launching early, like really early, with a systematic shell. Thumbnails and placeholders are still in place as we build. We’re starting with grids and a mathematical approach to generating design with AI. The site combines a modern stack with a flexible design system. It gives us room to play with AI, code, motion, and interactions. We want to see how it behaves and keep shaping it as we go. It’s a great time to be a tiny design studio. We’re working with the latest AI models alongside foundational design skills. That combination brings craft and systematic thinking into the products we build. Being small gives us room to experiment and use what we learn. Larger teams don’t always have that freedom within their everyday work. We can be a partner who explores and carries the work through. We’ll share the work as it happens and the site takes shape. Once complete, we plan to release it as open source on GitHub. Have a look. There’s plenty more coming. purerxd.com

This made several people reaching out already so we are thinking of potentially making things like this into a series of play and design.

One thing we’ve learned over the years: great design teams create leverage far beyond the screens they ship. The strongest work connects short-term delivery with long-term product thinking, brand, systems, research, engineering, and the way a company makes decisions. That breadth can save a lot of time, money, and rework later. At Pure, we’ve built our model around that idea. We work deeply embedded with teams, bringing senior experience across the full product journey while helping create the systems and foundations that make the next decision easier than the last. The goal isn’t simply to design a better product today. It’s to build a scalable design foundation that gives teams confidence every time they push something live.

The craft vs. tools discussion in design is getting a little lost. Anyone can cook. Most people have access to the same ingredients, recipes and increasingly the same equipment. That doesn’t make everyone a great chef or capable of running a great restaurant. Design is similar. AI is giving more people access to incredibly powerful tools, and that’s a good thing. But access to tools isn’t the same as taste, judgment, experience or craft. As Ralph Speth said: “If you think good design is expensive, you should look at the cost of bad design.” I think AI will make great designers and design studios more valuable, not less. More people will be able to make things. The difference will increasingly be knowing what should be made, why, and how good it needs to be.

Things like this drag down trust fast @sundarpichai @koraykv @demishassabis @joshwoodward @rosterloh @JeffDean. And it’s coming from your arm that owns design at Google. We worked on helping brand Google a few years back. This level of poor judgement, decision and craftsmanship was not or never part of the values of Google.

RT @mattiaswikman: We are making slow progress on the new @PureRxD site. We arent in a rush as its more of a playspace as a really great si…

What is @tim_cook doing nowadays - all nature and yoga or more like yacht and luxury?

This has always been why we are hired and embedded in startups to F100s - Taste and how to go from idea to done. youtu.be/P3KDebPTUrw?si=SmSf… Great episode with @lennysan and @ajambrosino around taste, process, design and code things in an honest and humble style. Would love more episodes like this that not only talk about success.

RT @mattiaswikman: We have built a smart visual and id layer for when we build with Ai, Claude, Codex. Gives us a good overview and extreme…

This is how you do business when you care about the craft, the business, and the success of your clients.