Why human experience still matters in the age of AI
Imogen Woodage, Associate Director, SpaceInvader
Artificial Intelligence is rapidly becoming part of the conversation across architecture, interior design and the wider built environment. From visualisation and research to operational efficiencies and data analysis, AI is already changing the way many design professionals work.
As the technology continues to evolve, however, an important question remains: where does AI genuinely add value, and where should human creativity lead?
This topic was recently explored at a Material Source roundtable, bringing together architects, interior designers, digital specialists and industry leaders to discuss the role of AI in shaping the future of community spaces, hospitality environments and the built environment more broadly. Representing SpaceInvader, Associate Director Imogen Woodage joined the discussion to share perspectives on how AI is currently being used within design practice and where its limitations remain.
Like many design studios, SpaceInvader is already using AI to support elements of the design process. Research, image sourcing, visualisation and document preparation are all areas where emerging technologies can help improve efficiency and reduce time spent on repetitive tasks. Yet the discussion highlighted a clear distinction between supporting the design process and replacing it.
As Imogen explained during the roundtable:
“The early stages are our creative part. That is us getting out, understanding the brief, the project, the site, the light, the temperature, the space, the scale - the human element - which it cannot do.”
While AI can help designers work more efficiently, it cannot replicate the experience of understanding how people interact with a space, interpreting a client's aspirations or responding to the unique characteristics of a location. The design process relies on observation, collaboration, empathy and an understanding of how environments influence behaviour, wellbeing and experience.
This is particularly relevant within hospitality design, where guest experience remains one of the most important measures of success. During the discussion, Imogen highlighted that technology should enhance an experience rather than dictate it. Hospitality environments increasingly incorporate digital tools, automated systems and personalised technology, but these elements should support the overall experience rather than become the focus of it.
Imogen Woodage, Associate Director at SpaceInvader, participating in a Material Source roundtable discussion on artificial intelligence and design.
The roundtable explored a wide range of potential applications for AI within the built environment, from concept visualisation and feasibility studies through to sustainability assessments, operational efficiencies and guest personalisation. At the same time, participants discussed concerns around over-reliance on AI, the potential impact on critical thinking and the importance of maintaining creativity within the design process.
One theme remained consistent throughout the conversation: AI works best when guided by experienced professionals. The quality of outputs remains dependent on the quality of human input.
For SpaceInvader, the conversation is no longer about whether AI will become part of design practice. In many ways, it already has. The more important discussion is how these tools can be used responsibly and effectively while preserving the creativity, curiosity and critical thinking that underpin great design.
Whether designing a hotel, workplace, stadium, civic building or community hub, meaningful places still begin with people. Technology can support the process, improve efficiencies and enhance experiences, but understanding context, interpreting human behaviour and creating genuine connection remain at the heart of successful design.
Imogen Woodage participated in Material Source's roundtable discussion, AI: Simply Intriguing or Integral to Creating Significant Impact?
Article by Laura Connelly for Material Source. Photography by Fiona Finchett.