How Product, Design and Research teams are evolving in a world with AI

Hi Product People,

We're starting 2026 with another exciting ProductTank AMS meetup!

In this session, we’ll explore how design and research teams are redefining their processes with AI—transforming discovery, experimentation, and user insight generation. Expect real-world examples, practical tips, and a look at how to design engaging product experiences where generative AI plays an active role.

ABOUT THE TALKS
AI-enabled research & discovery at IKEA

Elma Wolschrijn is a senior experience design researcher at INGKA Digital. She loves tackling complex problems where digital and physical experiences meet. Over the last year, she has focused on how AI can elevate UX research – exploring new AI tools and running trainings to boost the research team’s quality, speed and impact.

Paulo Oliveira is the Innovation & Technology Leader at Xplore, where he leads the team exploring and developing new innovative solutions and concepts based on revolutionary technologies, both digital and physical. He is responsible for driving proof of concepts, solution evaluation, iteration, delivery, and scaling to meet business objectives and accelerate innovation within Ingka Group.

In their talk, Elma and Paulo will share how IKEA Retail Digital’s design team is redefining its innovation and research process with AI. We’ll share the emerging benefits AI offers for research, alongside practical examples.

The Great Recalibration: when GenAI shifts users’ mental models overnight

Yolanda Gené Proctor is a senior UX designer who helps organisations turn complex challenges into purposeful, user-centred solutions. With a strategic lens and a strong grounding in Lean UX and product discovery, she works across disciplines to align research, design, and technology in service of real customer value.

Anneke Nipius is a Concept Development Expert for AI innovations.

Their talk is focused on designing AI experiences in products where GenAI plays an active role. Working closely with users, they explore how people make sense of AI, the assumptions and expectations they bring to it, and how those mental models shape effective design for complex work.

SCHEDULE
17:30 Arrive, grab a bite to eat & something to drink
18:00 Welcome from the ProductTank AMS team and IKEA Retail
18:15 - 19.00 First talk and Q&A
19:10 - 20:00 Second talk and Q&A
20:00 Drinks & mingle

This event will be held in English and is in-person only.

Big thanks again to IKEA for supporting the Amsterdam product community by hosting us!!

We hope to see many of you there!