In partnership with the Design Executive Council

GenAI is reshaping business, and researchers and designers are on the front lines of that change.

In early 2025, as global CEOs put AI at the top of their growth agendas, Dscout partnered with the Design Executive Council to uncover how the field must evolve.

Through exclusive conversations with leaders at JPMorgan, Cigna, AT&T, Amazon, and Sephora, this report reveals how roles, skills, and strategies are shifting—and what it will take to lead, not lag, in an AI-powered world.

Researchers can now do better work, faster. We're offloading grunt work to AI so we can focus on strategic priorities.

Andrew Birgiolas
Head of Product Design, Analytics, and Experimentation at Sephora

Inside the report...

✔️ Interviews and provocations with top leaders

Dive into real-world provocations and bold insights from leaders at Amazon, JPMorgan, Sephora, and more. Explore the ideas pushing research and design forward—and get actionable strategies to stay indispensable in a GenAI-driven world.

✔️ How research and design roles are evolving with AI

Discover how AI is transforming research and design into strategic, future-shaping forces—empowering teams to drive innovation, business growth, and deeper customer insight.

✔️ Learn how AI can help us stay human—and do more

Learn how generative AI can accelerate our work, amplify your impact, and free you to focus on what matters most—connecting with customers, shaping better experiences, and driving the business forward.