HUMAN interfaces
The first element of intuitive design.
The AI model is not the bottleneck. The human interface is.
AI strategy, services and products for creative enterprises, built from the human interface.
Complex workflow decisions? One tap per step. Powered by AI.
Eight AI agents, each doing one job, finish a film trailer.
What happens next? One tap per step. Powered by AI.
Tap pads to queue steps.
Tap × to remove a step.
Pick a pad first.
Tap what should happen next to the trailer, then approve.
Which takes from the shoot? One tap per take. Powered by AI.
A camera rig arm enters top right at 00:04. The VFX agent can paint it out.
AI reviews the dailies, the day’s raw footage, take by take.
Three of the many human interfaces Hi designs. How Hi works →
A human interface has three jobs: be intuitive, work every time, and make something you can trust.
Client focus
- Film & TV studios
- Motion & VFX studios
- Agencies
- Brands
- Publishers
- Music
- Games
- Sports & live events
- Boards and CEOsWho need a clear answer on AI before the market forces one.
- Creative leadersChief content, creative and design officers, who decide what AI touches, and what it never will.
- CMOsChief marketing officers, who launch new AI tools to customers and to their own people at the same time.
- Technology leadersChief AI officers, CIOs, CTOs and COOs, who own whether any of it changes how the work gets done.
Your AI strategy
Shaped around how your people work.
Three layers, designed together, with the human interface at the center, where people meet AI.
Marketing brings people to the interface.Every time they use it, what they do improves the AI behind it.
How Hi works for you
Three layers, built with your experts.
Hi works alongside the AI experts and subject-matter experts you have designated. If you don’t have AI experts yet, Hi acts as yours and trains your people to become them.
- 01
Trusted AI stack
The AI models you choose, plus your people’s know-how and the work you own, chosen with your experts and rights cleared.
- 02
Human interface design & build
Micro apps, small apps that each do one task on one screen, and AI control surfaces: pads, dials and buttons, physical or on screen, that control AI. Designed with your experts, so people get AI’s help without talking to AI.
- 03
Marketing, inside and out
One launch for your people and your customers, with your early adopters as ambassadors, so change management gets simpler and smaller.
Read, watch, listen.
The article behind this practice, and conversations about putting AI in front of the people who use it.
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Intuition is a feeling. Accessibility is a fact. Great human interfaces are accessible. Intuition follows.
Everyone claims their interface is intuitive. Nobody can test a feeling. Accessibility can be tested, which makes it the only honest way to know whether an interface works — and the reason the ones that work are paid for only once.
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Box AI-First, Ep. 14 — How Box and Adobe power legal innovation with AI
With Jon Herstein, Chief Customer Officer of Box. On putting AI in front of people who have to use it, and what changes when they do.
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AWS Executive Insights — “Yes Starts Here: A Legal Framework for Generative AI”
With Phil Le-Brun of AWS. On saying yes to the work rather than governing it into stillness.
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AWS re:Invent Executive Track — “AI across the org”
Panel on lessons from the front lines of implementation, in Las Vegas.
Worked with
Track record
Done before, at scale.
Products shipped, adoption moved, businesses turned around, and the rights questions handled first.
- 01
AWS re:Invent
Keynotes, panels and podcasts
Sought out for thought leadership.
Named a “unicorn leader” alongside Howard Behar (Starbucks) and Indra Nooyi (PepsiCo) by Phil Le-Brun, Executive in Residence at AWS, and a credited contributor to his book The Octopus Organization (2025), co-written with Jana Werner. Keynotes and panels at AWS re:Invent, Dreamforce and the CxO Institute.
- 02
Firefly
Generate Soundtrack: co-led strategy and rapid prototyping
Built and shipped AI products.
Co-led the strategy and rapid prototyping for Adobe Firefly Generate Soundtrack (rebranded Firefly Generate Music), Adobe’s generative AI music product, through public release, working directly with ML researchers on model behavior and guardrails. Built an AI document translation tool that spread from the legal department to the whole corporation.
- 03
30,000
Employees reached by AI@Adobe
Moved adoption at scale.
Co-led AI@Adobe, which brought third-party AI tools to roughly 30,000 employees. Recognized in 2025 by Great Place to Work® for innovation leadership. Designed the Customer Zero validation program across products serving 850M+ monthly active users; its findings moved published launch dates.
- 04
$450M+
Annual improvement at NOOK
Turned businesses around and opened ecosystems.
Led NOOK’s shift from device-centric to digital-first: a $450M+ improvement in annual financial performance. Co-led the formation of the Open Handset Alliance, then co-led the Motorola–Google–Verizon collaboration that launched the DROID franchise on Android, and its licensing strategy.
- 05
ISO/IEC 5962
SPDX, the standard co-founded by Esteban Antonio Rockett
Handled the rights questions first.
Co-founded SPDX, the open-source provenance standard, under the Linux Foundation; it is now the international standard ISO/IEC 5962. Led exploratory training-data licensing discussions with major record labels and publishers, translating rights-holder economics into workable commercial structure.
- 06
1.5M+
Pages of contracts made self-serve
Built the layer people actually touch.
A no-code configuration layer that let attorneys change contract language without developers. A self-serve interface over 1.5M+ pages of contracts for non-technical business users. An analytics layer inside a self-publishing platform, built for authors with no analyst support.
Start here
Did you think your AI bottleneck was the model?
It’s usually the human interface. In fifteen minutes, you’ll leave knowing how to:
- 01Find your real bottleneckTurn your training plan into a list of design fixes, and list the AI that came bundled inside tools you already pay for.
- 02Pick your first micro appOne task, one simple screen, where tapping beats typing to a chatbot. Test it against a published accessibility standard (WCAG).
- 03Launch it like a productRoll it out to your people the way you launch to customers, so there is less retraining to do.