Luis Ouriach, speaking at Figma's Config 2026, argues that AI tooling in its current form is optimizing for speed at the cost of what actually retains users: feeling and brand.
The talk is structured as a critique, not a celebration. Ouriach does not reject AI wholesale, but he works through specific popular tools to show where the experience falls flat and why that gap is a product risk, not just an aesthetic complaint. The argument is that emotional resonance is a retention mechanism, and most AI-generated output strips it out by default.
If you work in product, design, or brand and you have been nodding along to AI workflow content without pushback, this is the counter-programming worth watching. The case is not that AI is bad. The case is that forgetting craft while adopting AI is a business mistake with a measurable consequence.
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