Designing AI-Powered B2B Tools

As AI capabilities become more deeply integrated into B2B products, designers face a unique challenge: translating complex intelligence into clear, actionable, and trustworthy experiences. Decision-support tools, dashboards, and analytics platforms promise faster insights and smarter prioritization, but without careful design, they often introduce new friction, overwhelm users, or fail to build trust.

In this talk, we’ll explore the realities of designing AI-powered tools in the B2B context: where AI genuinely adds value, where it falls short, and how UX decisions can make the difference between adoption and abandonment. Together, we’ll reflect on practical patterns that improve usability and the pitfalls that can undermine even the most advanced systems.

We’ll discuss:

• How AI can reduce friction and accelerate insight generation in complex workflows
• What builds or breaks trust when surfacing AI-driven recommendations
• The balance between automation and user control in operational dashboards