• Humphries believes there will be a doubling of entrants for next year’s awards (entries for 2021 are open now). And AI could feature prominently. “Much of product design today is static throughout its lifecycle. The car you buy will be exactly the same when you sell it in five year’s time. But the influence of AI will fundamentally change this equation. The product will ‘grow’ with the user, and change and improve as it moves through its product lifecycle,” he says, adding that many products that up till now have been “fundamentally isolated, will need to be designed as part of an optimised system. The connectivity and synergy between them will form a new user experience tailored to the expectations of that person”.