How content designers are shaping AI
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From chatbots to ethics, AI is having an impact. And when I think about it, I can’t help but recall Lady Galadriel’s opening monologue from The Lord of the Rings.
“The world is changed. I feel it in the water. I feel it in the earth. I smell it in the air.”
We all know AI is a powerful tool; there’s no denying it. In the past few years alone, AI has changed the way we interact with digital products. Just look at how chatbots, recommendation engines, and automated assistants have been embedded in and shaped experiences.
Behind these marvellous AI-powered tools is a crucial design component often overlooked. Content design.
Now, I’m not here to tell you why content design matters. Or debate about the value that content designers bring to the design process because there’s already a lot of content about that.
And while many of us still assume that content designers are just wordsmiths. I want to explore how content designers are shaping AI and why their roles are more important than ever.
Content designers as architects
The success of AI depends on how well it communicates. While AI is built on large-data algorithms, content designers help structure AI interactions so that AI understands its users and responds in a helpful and meaningful way.
Just look at Duolingo’s chatbot. The chatbox experience helps users to learn and practice a new language, making it feel human and authentic. Without thoughtful content design, it could easily have sounded robotic, confusing, or frustrating.
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In order to make this interaction engaging, content designers have structured the content using a conversational flow so that AI guides the users. They’ve also;
- Designed the tone and voice to keep AI responses consistent with Duolingo’s brand.
- Created fallback responses for when AI doesn’t understand a request.
Tip:
When designing AI-powered experiences, collaborate with your content designer to map out conversation flows, similar to how you would for a human customer support script.
Crafting ethical and inclusive AI
While AI is always learning from data, it isn’t always fair. If it is trained on biased data, it can reinforce discrimination and stereotypes, which can be harmful. When content designers are included in the design process, they can help identify and reduce these biases.
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While not perfect, Google worked to remove gendered pronouns from its Smart Compose AI to prevent assumptions about people’s gender. This decision came after content designers and UX teams discovered biased suggestions through testing.
Content designers were able to reduce AI bias by:
- Review AI-generated content to spot and correct biased language.
- Ensure diverse voices are represented in AI training data.
- Set content guidelines that prioritise inclusivity and accessibility.
Tip:
When testing AI-generated content, use diverse personas to spot potential biases.
Improving AI’s clarity and transparency
Let’s be honest; we’ve all been sceptical about AI at some point. Should we trust it? Where has it sourced its information? You know that sort of thing. However, trust in AI is built on clarity and transparency, and content designers make that happen.
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Spotify introduced a feature that explains why a song was recommended based on user history. This was a small content tweak, but it transformed trust in AI recommendations. Here, content designers used their skills to:
- Explained decisions in clear, simple, and even fun language.
- Design a feedback loop so users can correct mistakes, giving the user a sense of control.
- Avoid making the AI sound “too human” by setting realistic expectations.
Tip:
Avoid jargon when writing AI explanations. Instead, use relatable analogies to help users understand how AI makes decisions.
Humanising AI without overpromising
While AI can mimic human language, it’s important not to over-promise its capabilities. We should ensure AI feels approachable but doesn’t mislead users.
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ChatGPT includes disclaimers like: “I may occasionally produce incorrect information.”
Without this kind of messaging, users might assume AI is always right. Here, content designers step in to:
- Set realistic expectations about AI’s strengths and limitations.
- Craft responses that feel natural but not misleading.
- Design fallback messaging for when AI doesn’t have an answer.
Tip:
Instead of making AI sound too human, focus on making it useful.
Content design’s role in AI training
AI learns from data, much of which comes from content we’ve created. Content designers can shape how AI learns by structuring and refining training materials.
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Grammarly’s AI suggests edits based on grammar and style rules, but who sets those rules? Content designers, as they are:
- Defining language guidelines AI should follow.
- Curating high-quality examples for AI to learn from.
- Continuously testing and refining AI outputs for accuracy and relevance.
Tip:
When training AI, prioritise data that aligns with real user needs, not just what’s available.
Content design in AI innovation
AI isn’t just a tool. Let’s not kid ourselves. It’s a fast-evolving field full of opportunities. And content designers should be at the forefront of AI innovation. We’re already seeing emerging trends where content design matters as AI is embedded into the user experience.
- Generative AI:
Tools like ChatGPT and Midjourney rely on well-structured prompts; content designers can refine how these prompts are crafted. - AI-assisted customer service:
While companies are investing in AI-powered support, content designers are making sure that responses align with the brand’s voice and user expectations. - Personalised content experiences:
AI is driving personalisation, and content designers help to make those personal experiences feel relevant and helpful.
Tip:
Stay updated on AI advancements and look for opportunities where content design can add value.
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AI isn’t just the domain of engineers and data scientists anymore. It’s becoming a creative playground for content designers, who have a big role to play as this tech continues to grow and take shape.
From conversation design to ethical AI development, the words and structures we create shape how AI interacts with the world. And as content designers, we can make it clearer, fairer, and more human-centred.
Enjoyed this?
Check out my other articles on design.
- The evolution of content roles
- Has ROI killed UX?
- Why content design belongs with product and design
- Why designers should become leaders
I hope you enjoyed this article, and if it helped you, don’t forget to leave a clap or two or drop a comment. You can connect with me on LinkedIn, Medium and BlueSky.