What Working Designers Reveal About AI in Practice

Victoria Hollis, PhD, is a Senior Staff Researcher on Adobe’s Design Research & Strategy team, where she studies how emerging technologies are changing the way people create, learn, and work. She is the lead design researcher for Adobe Firefly Boards, helping shape new ways for creative professionals to explore ideas with generative AI. Her recent research investigates the evolving role of AI and the opportunities, tensions, and changing expectations it creates for working creatives. Victoria holds a PhD in cognitive psychology from the University of California, Santa Cruz, where she studied how using technology to reflect on emotions can shape people’s self-perceptions, including how they decide whether to trust analytics about themselves. Outside of research, she maintains an active visual art practice and has created eight immersive installations over the past three years, with work appearing at festivals across California and Nevada.

Global brand, creative and design executive with more than 25 years of experience transforming iconic consumer brands across global markets. Currently Vice President, Global Design at The Coca-Cola Company, leading the global design agenda across 200+ markets for a portfolio spanning 30 billion-dollar brands, including Coca-Cola, Sprite, Fanta and smartwater. Previously Vice President, Global Head of Design at Restaurant Brands International, leading design across Burger King, Popeyes and Tim Hortons.

Builds distinctive brand systems, creative capabilities and consumer experiences across physical and digital touchpoints. Leads a global organization and extended design community of 100+ members, supported by an ecosystem of 20+ agency and specialist partners. Partners with business, marketing and technology leaders to translate brand strategy into global systems that can flex for local markets. Increasingly focused on generative AI and new operating models that improve creative scale, speed and consistency while protecting brand integrity.

Recognized with more than 50 international honors, including Fast Company Design Company of the Year and awards from Cannes Lions, D&AD, The One Show, ADC, Dieline, Clio, Effie and the London International Awards.

Bill McCool is the Editor-in-Chief at DIELINE, where he writes about brand design, sustainability, and plastic-free materials. He also created Side Salad, DIELINE’s near-daily newsletter covering design trends and internet culture.
Previously, he served as Managing Editor at PRINT magazine, and his reporting on design, music, and pop culture has appeared in various national outlets. Outside of branding, he develops screenplays and works on independent film projects. He lives in Massachusetts with his wife, two children, a dog, and far too many cats.