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AI won’t fix your product. In many cases, it makes things worse.

In this conversation, Michelle Brito explains why most companies are getting AI adoption wrong and what they should be doing instead.

From her work at Volkswagen Digital Solutions, Michelle shares practical insights on designing AI-powered products that actually deliver value and not confusion.

In this episode, you’ll learn:
- When artificial intelligence actually makes sense in a product
- Why AI is often used as a shortcut for deeper problems
- The difference between AI and simple automation
- How to evaluate if your workflows are ready for AI
- Why user trust breaks when AI is introduced too early

⚠️ The biggest mistake?
Starting with the technology instead of the problem.

💡 Key takeaway:
AI doesn’t fix broken systems. It amplifies them.

Connect with Michelle Brito:
→ LinkedIn: https://www.linkedin.com/in/michelle-brito-47342554/

Human × Intelligent is a podcast at the intersection of design, AI and human agency. Hosted by Madalena Costa.
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Guest bio
Michelle Brito is a Senior Product Designer at Volkswagen Digital Solutions and a mentor at Ladies that UX Lisbon, with over 15 years of experience spanning journalism, editorial design, and digital product strategy. Based in Lisbon, she currently leads design efforts for B2B search engines and researches the integration of AI-driven solutions within the automotive sector. Her background is uniquely multidisciplinary, combining a Master’s in Communication Sciences with a d.MBA and specialized training in UX/UI design. Throughout her career, which includes work for publishing houses, government agencies and marketing firms, Michelle has focused on bridging the gap between business goals and user needs through benchmarking, usability testing and visual thinking.

Chapter timestamps
00:00 – Why companies are asking the wrong AI question
00:42 – Introduction to Michelle Brito
01:15 – Is AI the right starting point?
02:20 – Where companies misuse AI (simple problems, wrong solutions)
03:18 – AI as a shortcut for deeper issues
03:39 – Why organizations rush into AI
04:44 – When AI creates confusion and distrust
05:30 – How to push back on stakeholders
06:14 – How to know when AI actually makes sense
07:27 – Why users don’t adopt AI tools
08:24 – Questions to evaluate AI vs automation
08:40 – AI driven by hype vs real need
09:28 – Real example: AI making simple tasks harder
10:10 – Red flags in AI product decisions
11:03 – Why research still matters (even if it’s “boring”)
12:07 – Responsible AI in regulated environments
13:28 – Who is accountable for AI decisions?
14:48 – What healthy AI adoption looks like inside teams
16:40 – Where to start with AI (the right way)
17:21 – The most overlooked first step
18:16 – Making decisions under pressure
19:21 – AI requires simplification, not complexity
19:53 – Practical advice to avoid AI traps
21:06 – Final thoughts on AI hype vs reality

Concepts to explore further:
→ AI vs Automation
→ AI as a multiplier (not a fixer)
→ Problem-first vs technology-first thinking
→ User trust in AI systems
→ AI readiness (data, workflows, goals)

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Hosted by Madalena Costa · Senior product designer and AI systems strategist