Observe the system
Before intervening, we look. Organizations already have journeys, decisions and habits. Generative AI does not enter a vacuum: it enters human systems that already work in some way.
To observe is to understand where decisions are made, what frictions exist and which behaviours hold the current system in place.
Redesign the behaviour
A GenAI intervention is not a feature or a product. It is a deliberate change in how people and systems relate, decide and act.
We redesign behaviour, not just the interface. The question is not what AI can do, but what should change, and why.
Measure the change
An intervention that cannot be observed cannot be learned from. We define what it would mean for something to have changed, and how we would know.
This is not a closed process. It is a practice in progress: every intervention is also a form of research.