Grand One AI Day 2025

0 to 1 at a new frontier: building AI-native products

Sami Niemelä

Building and launching new products is different when the surrounding map is still emerging. Sami shared lessons from building a new AI-native platform from the ground up.

• Why deploying forward is essential when the goalposts move by default.
• The hidden complexity and scaffolding needed to build sustainable value in horizontal products.
• Why design and creativity are entering a new golden age, and what is different this time.

Designing Complex Product Features with AI

Toni Järvinen

Toni explained how AI played a central role in building Oura’s Metabolic Health features, from rethinking traditional logging to unlocking deeper insights from health data. The session showed how AI can expand the role of design, speed up iteration and enable new product possibilities.

Designing for AI Agency

Matias Vaara

Matias explored how AI agents acting independently on behalf of users change the fundamentals of customer experience design. Drawing on enterprise design work and emerging cases, he examined how to design experiences when AI becomes an active participant in the customer journey.

Designing content tooling and experiences with AI

Maria Lumiaho & Vilma Sirainen

Maria and Vilma discussed how technology and changing user expectations are making content more immersive, personalised and interactive. They shared how AI was shaping Zalando’s content experiences, from creation and internal tooling to the end-user experience.

Supercharging the Product Cycle: Practical Lessons in AI-Driven Product Design

Timo Ilola

Timo shared practical examples and lessons from evolving design and research processes for an AI-first world at Taxfix.

• Adopting an AI-first mindset and making the organisational shift.
• Moving attention from tools and hype to valuable use cases.
• Why design must disrupt itself through new skills, roles and AI-native paradigms.

Keynote

Perspective on AI Transformation of Digital Commerce

Hong Ding

Hong examined how AI was being applied in e-commerce, what had proved effective and how AI-native shopping experiences might change the way people shop. The session covered opportunities, challenges, organisational adaptation and developments in China’s technology ecosystem.

Keynote

Making Meaning in an AI-driven World

Johan Bello

As machines make it possible to generate words, images and films in seconds, Johan asked what still makes a story meaningful and human.

The session explored the creative responsibility that accompanies automation: people still need to curate, direct and build emotional architecture. AI can amplify intention, while meaningful storytelling continues to depend on human insight, cultural context and the courage to say something real.

Creative Control in the Age of AI

Umberto Onza

Umberto explored how AI can support creative teams in ideation, design, content creation and brand consistency. The talk considered changing team structures and workflows, including brand-driven tools and customised agents that help keep scaled content distinctive and aligned.

The session also highlighted the continuing human role as creative director and shared practical examples for protecting quality.

Ghost in The Machine – The Practical Guide to Bending Creative Time (And Your New Anxiety)

Topi Manu

Topi argued that artificial intelligence is causing three fundamental demolitions — job description, workflow and ego — that will redefine the creative industries.

From SEO to AI findability

Lari Eteläniemi

Lari examined the shift from traditional search rankings towards conversational AI systems that answer questions and cite sources directly.

• Essential ranking factors in AI discovery.
• How AI-generated summaries change user behaviour and measurement.
• Optimisation across informational, transactional, ecommerce and lead-generation searches.
• The role of citations and the future of websites.

Keynote

The Intelligence Age: Crafting a narrative for AI

George & Tom McQueen

George and Tom McQueen shared the story behind OpenAI’s first Super Bowl commercial: a pointillist animation that framed AI as a tool for increasing human potential rather than as a threat.

The keynote unpacked both the message and the making, from experiments with generative video to the reality of using emerging tools under Super Bowl production pressure. It was a case study in storytelling, intentional design and staying human.