Designing Futures: Exploring AI, Data, Architecture and beyond.

How much of our behaviour is truly our own — and how much is designed?
In this new episode of Designing Futures: Exploring AI, Data, Architecture & Beyond,
we are joined by Patrick Fagan, one of the leading figures in applied behavioural science, to unpack how psychology, data, and generative AI increasingly shape human decision-making.
We explore how behavioural science moved from academic labs into real-world systems — marketing, politics, platforms — and why what works in theory often breaks in context. From pricing experiments that backfire to personality-driven segmentation, this conversation reveals why human behaviour resists simple models.
Together, we dive into:
  • why personality (OCEAN / Big Five) can outperform demographics
  • how AI now personalises not just content, but tone, aesthetics, and psychological framing
  • what this means for design, architecture, urban environments, and spatial experience
  • and how to build critical distance in a world optimised for influence
Drawing from his latest book Free Your Mind, Patrick also shares why understanding influence is no longer just a marketing skill — but a civic and creative necessity.

What is Designing Futures: Exploring AI, Data, Architecture and beyond.?

Join us as we embark on a captivating journey through the ever-evolving intersection of AI, data, and architecture. In this podcast, we dive deep into the vast potential of AI for architecture and design, examining the remarkable possibilities it offers, while also acknowledging the challenges it presents. Our mission is to expand the conversation, engaging with leaders, thinkers, and doers in the ecosystem. We invite them to share their profound insights, groundbreaking ideas, and innovative approaches to designing the future.
Nathalie Rozencwajg is the founder of NAME Architecture and an internationally-acclaimed award-winning architect. In recent years, together with her team, she has been exploring the implications of AI for architecture and questioning the future of practice and education.
Melanie is an awarded creative entrepreneur who specializes in data strategy. She offers guidance and solutions on how data can be strategically leveraged to foster development and innovation while upholding ethical considerations.