Ten principles for the agentic age
1. VALUE OVER NOVELTY
AI should solve real problems, not just show off technical progress. Success isn’t about complexity. It’s about usefulness. What matters is how the technology enables people to accomplish something.
2. EMPOWERMENT OVER AUTOMATION
AI works best when it adds to human capability, not replaces it. Great design gives people more control, more clarity, and more confidence in their decisions.
3. INTEGRATION OVER ISOLATION
AI doesn’t need to live in its own interface. It should be part of the tools people already use. Seamless integration is where the real value lives, because that’s where people are already working.
4. INTENT AND CONTEXT OVER COMMANDS
Good AI shouldn’t just wait for instructions. It should understand what users are trying to do and adapt to their needs in real time. The goal isn’t to replace thinking, it’s to reduce friction.
5. EVOLUTION OVER REVOLUTION
People learn gradually. And the best experiences feel familiar, even when the technology behind them is new. Design should meet users where they are and grow with them at a natural pace.
6. CLARITY OVER MAGIC
It’s tempting to hide AI behind the curtain, but trust comes from transparency. People should know when AI is at work, what it can do, and how to stay in control.
7. LEARNING OVER PERFECTION
AI isn’t always right. That’s okay, as long as the experience helps users navigate uncertainty. Design should give people tools to learn, adjust, and move forward, even when answers are incomplete.
8. RESPONSIBILITY OVER REACH
Every AI interaction can have ripple effects. That’s why designers need to protect privacy, consider ethics, and stay mindful of how their work impacts people and society.
9. Identity over illusion
People need accurate mental models of what an agent is. It’s not an employee, not a tool, not a person, it’s something new. Design should help users understand an agent’s nature: what it remembers, what it forgets, and where its boundaries lie.
10. Graceful failure over silent breakdown
Agents will get stuck, hallucinate, or hit dead ends. That’s inevitable. What matters is how the experience we provide handles those moments, surfacing problems clearly, offering paths forward, and making recovery less frustrating.