Prophet Hosts Talking Tacheles: A Candid Conversation on AI and Experience Design 

At Prophet’s annual Talking Tacheles event, business leaders from across the country came together to explore shared opportunities and challenges around AI—and how it can elevate employee, brand, and customer experiences. 

The name Tacheles reflects the spirit of open, cross-disciplinary dialogue and pays tribute to the location of Prophet’s Berlin office, adjacent to the iconic Tacheles building, once a post-reunification hub for creativity, transformation, and new beginnings. While AI was the central theme of the evening, the conversation organically reverted to AI-focused topics.  

Layla Keramat, a partner in Prophet’s Experience & Innovation, EMEA, practice shared insights from her experience working with clients: 

AI–Opportunities and Threats: Reimagining Experience in a Rapidly Changing World 

While most discussions on AI focus on technical capabilities, cost savings, and productivity gains, it’s also important to step back and ask: What value will AI deliver to human beings?  

History offers many parallels of profound change. For example, during the smartphone revolution of 2007, touchscreens transformed not just devices, but entire industries and workflows. AI is now having a similarly deep impact, disrupting how we work, interact, and experience brands. 

We can confidently expect that by 2030, no customer, brand, or employee experience will feel the way it does today. This very narrow timeframe will require a major shift in perspective, from viewing AI as a tool, to embracing it as a catalyst for reimagining human-centered experiences. 

By 2030, no customer, brand, or employee experience will feel the way it does today.

Layla Keramat

The question is therefore: How can we weave customer, brand, and employee experiences into holistic journeys that create real value, strengthen relationships, and unlock new avenues for growth?

Here are three areas for business leaders to consider: 

1. Employee Experience: Augmenting Human Potential 

AI is already enhancing how employees work, from email assistance to robotics in physical environments. In many working environments, technology can now take over repetitive, physically demanding, or hazardous tasks, freeing humans to focus on creativity, strategy, and value creation.  

The message? AI should, however, be viewed as a partner, not a replacement for humans. Organizations must rethink how they support and upskill employees to thrive alongside intelligent systems. 

2. Brand Experience: Standing out in a sea of Sameness 

With AI tools widely available, differentiation becomes harder. Even digital-native brands are struggling to stand out. Consumers are shifting away from traditional search engines like Google and turning to platforms like Amazon, and soon, AI-powered browsers from major tech players. 

In this landscape, the brands that win will be those that embed unique value into their experiences, not just their products. The challenge is to avoid becoming indistinguishable in a world where everyone has access to the same AI toolkit. 

3. Customer Experience: Retaining Relevance

One of the most overlooked challenges in customer experience is the loss of control at critical touchpoints, especially in areas like last-mile delivery and post-purchase service.  

While AI can help optimize logistics, personalization, and support, it’s not enough on its own. Brands must invest structurally to ensure they own the entire customer journey. That means looking beyond the transaction and designing every step, from purchase to delivery to return, as a seamless, reliable, and satisfying experience. 

From FOMO to Strategy 

In our work, across industries leaders often candidly share feelings of anxiety: “I don’t know what my brand, customer, or employee experience will look like in 2030. All I have is FOMO.” 

Our advice? Don’t chase gimmicks. Instead, build a clear strategy rooted in experience design, infrastructure, and long-term value. The parallel to AI is clear. It’s not about flashy demos, it’s about embedding intelligence into the foundation of your business. 

Thomas Edison once said, “The invention of the light bulb was just a circus trick. What truly progressed humanity was bringing electricity into every home, workplace, and school.” 

Are you a Germany-based company interested in hearing more about Prophet’s Talking Tacheles events, or rethinking your approach to AI?