IDEO invented ‘human-centered design.’ Can it survive an AI world where everything looks the same?
- May 18
- 1 min read
FORTUNE — “Customer centricity, the thing that IDEO has always stood for, just seems like it’s table stakes now,” Peng tells Fortune. “Just saying that you’re customer centered alone isn’t enough. So many companies, over 50%, already believe they are customer-centered.”
Peng’s response is to revamp IDEO’s value proposition. Instead of designing individual products or services, he wants the agency to teach clients how to design products on their own.
“The type of projects IDEO is involved in now feels a lot bigger than just these one-off
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