Sterling Cooper built your UX process. We need to redefine it in the age of AI and systems.

Modern creative work was assembled in the mid-century ad agency, and UX inherited the whole show. Now is time for a reset in the age of AI. AI assisted. The rituals of the 1960s ad shop — the whiskey, the pitch room, the account man, the campaign— still shape how UX teams fail in many environments. We have to change that. A uteur : a film director who holds primary creative control and stamps a…