Unlocking the Future of Venture Design with AI: An Interview with Ross VanSlambrouck
In today's rapidly evolving business landscape, AI is no longer a distant possibility—it's a driving force behind innovation. As companies look for ways to stay ahead, the integration of AI into the venture design process has emerged as a game-changer. To explore this transformation, we sat down with Ross VanSlambrouck, an expert in AI-enhanced venture design at Creative Dock.
Words by: Ross VanSlambrouck, Image by: Midjourney
In this interview, Ross offers insights into how AI is not just augmenting but revolutionising the venture design process. From research to ideation and validation, he breaks down the methodologies that are reshaping how businesses identify and seize new opportunities. Whether you're curious about the role of AI tools in streamlining workflows or pondering the balance between artificial intelligence and human creativity, this conversation provides a comprehensive look at the future of venture design.
Can you give us a general overview of the venture design process?
Ross: When it comes to venture design, we have our own methodology, which is split into three areas: research, ideation, and validation. You start with a broad scope to understand the industry or market your client operates in, as well as their expectations for the project and how they see themselves and their product, portfolio, or offering fitting within that market. As you conduct research, you gain an understanding of the system, the competitive landscape, the market size, and the various competitive go-to-market strategies that apply to your client or project.
In the ideation phase, you apply the insights gained during the research phase to brainstorm new ideas. This might involve exploring different types of innovation, disruption, technology business models, go-to-market strategies, or customer journeys. New products may be developed to seize emerging opportunities or to maximise existing value within a client's business.
In the validation phase, you critically evaluate these ideas by testing their viability, feasibility, and desirability for potential users and clients. We've been able to integrate AI capabilities throughout this process—some are interlinked, while others operate as standalone tools.
Venture design has been around long before AI. How did you approach enhancing the venture design process with AI?
Ross: AI is embedded in most cutting-edge technologies these days. As we sought to integrate it into our own methodology, I broke down and mapped out the entire venture design process. I examined each phase to identify the tasks that need to be completed, who performs them, and what's essential for human input. This analysis helped determine where AI could be appropriately applied and where it shouldn't intervene.
Then, I broke down each task to understand what was being done and how we could build an AI tool to emulate, enrich, enhance, or add efficiency to that particular task.
Why did the venture design process need to be enhanced in the first place?
Ross: One impact of AI and state-of-the-art technology is that they provide us with more information at our fingertips. They allow us to distil, analyse, and summarise data more effectively, removing many of the manual, tedious tasks that traditionally filled the gaps between the creative elements of venture design. Venture design is a tailor-made process that benefits significantly from this integration.
However, it's important to highlight that the most critical aspect of any AI tool is the human mind interacting with it. Our tools are designed to integrate with our methodologies, functioning almost like simulations or extensions of our thinking. They serve as a kind of "mech suit," enhancing what a venture designer can do rather than replacing them in the process. We're not removing the venture designer from the project, we're empowering them to do more.
What are some of your favourite AI tools used in venture design?
Ross: I like to use our suite of internally developed tools. Prometheus assists with desk research, Venturia supports synthetic research and surveying synthetic personas, and The Business Model Builder is another fascinating internal tool. We also leverage some third-party tools like Perplexity and Gigabrain because we don't feel the need to reinvent the wheel every time we're developing something.
Do you see AI completely transforming the venture design process in the future, or do you believe there will always be a need for human input?
Ross: In many ways, AI has already transformed the venture design process, we just haven't fully caught up yet. Countless tools and new state-of-the-art models and technologies are being released, sometimes on a weekly basis. We're already in a mode of catching up to these advancements to understand how best to implement them.
However, I believe there will always be an essential human element. Collaboration and teamwork are vital, as is the critical mind that evaluates both the input and output of any tool. It's crucial to assess whether what a tool produces is usable, impactful, and relevant—not just to the project but to the client's needs as well. Furthermore, having conversations with clients and understanding their unique perspectives is irreplaceable.
I can envision a future where AI models have incredibly enhanced capabilities for interaction, but I think it will be a long time before we can remove humans from the loop entirely. That's not our goal. Our focus is on achieving the best results and client satisfaction, which comes from working with real people.
Do you want to collaborate with us to advocate for the broader use of AI in your company or to increase your business value through new revenue from your existing assets? We are looking forward to hearing from you!