We use cookies to improve your browsing experience.
And cake to boost morale on Fridays. Find out more about our cookie policy here.
Uh oh! Looks like your browser’s out of date.
You’ll have more fun viewing our site on one of these instead.

We believe that data science and machine learning can help us design intelligent products, services, and systems that improve people’s everyday lives.

But in order to have truly positive impact, AI-powered technologies must be grounded in human needs and work to extend and enhance our capabilities, not replace them.

To call attention to that distinction, we use the term “augmented intelligence” rather than “artificial intelligence”. Data science is a tool that helps us build a smarter world, but humans remain the architects.

1. Data science is a discipline of human-centered design.

2. Privacy and ethics are foundational to developing human-centered AI solutions.

3. Augmented intelligence elevates human capabilities and experiences.

4. Augmented intelligence is based on data that is collected, interpreted, and made meaningful by humans.

Learn more about IDEO's work combining data, design, and machine learning to make things better for humans.