BSmAI hosts Ganna Pogrebna

​How much should designers know about human behaviour before creating new products, services and AI systems?

​This event brings Professor Ganna Pogrebna to the Dyson School of Design Engineering, Imperial College London for an evening exploring the role of behavioural science in design, innovation and AI.

​The discussion will focus on how behavioural evidence can inform the design process: identifying real user behaviours, recognising assumptions about users, finding meaningful design opportunities, and testing whether products and systems work with the way people actually think and behave.

​Professor Pogrebna will draw on her work across behavioural science, AI and data science, including The Missing B in AI, The Cambridge Handbook of Behavioural Data Science, and her 2026 Churchill Fellowship research on human–AI teaming.

​The conversation will connect directly with questions relevant to design engineers, including:

• ​How can behavioural science help designers identify stronger design opportunities?

• ​How do we design for real behaviour rather than assumed behaviour?

• ​What happens when AI systems make assumptions about users?

• ​When can personalisation become intrusive or counterproductive?

• ​How should behavioural evidence inform product and service design?

• ​What role will designers play in shaping human–AI interaction?

• ​What skills will future designers need when creating AI-enabled products and systems?

​The session is intended to connect behavioural science with practical design decisions and encourage discussion across engineering, design, AI and innovation.