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Designing Services & Products with Artificial Intelligence

Online short course exploring how you can professionally utilise AI innovations

Start dates October 2020.
Dates in 2021 to be announced.

Duration 9 weeks, divided into 10 learning units.

Blended Learning

Fees Contact us

Learning with RCA

About the course

This forward-looking workshop will improve your business and creative managerial skills through AI-powered services/products, bringing a competitive edge to your business or brand. You will learn how to focus your imagination to create innovative products and services that are not yet in the market and develop projects through collaborative teams and first-hand design thinking experience.

Who is this course for?

We welcome participants who want to embrace AI as a strategy and medium to understand and future forecast how new opportunities AI could develop in social interactions. Interdisciplinary groups are welcome, as well as professionals and academics with a non-design background who want to understand what AI can bring to their practice and knowledge base. We particularly encourage participants from:

This course is only available for universities and companies. If you would like to enrol as an individual student, please contact us at the email

What will I gain from this course?

Curriculum & Units

  • Unit 1 Welcome and Course Introduction (General unit)
  • Unit 2 Design Methods for Enterprise (week 2)
  • Unit 3 AI tools for Design (week 3)
  • Unit 4 Human Interaction with AI through Service and Product Design (week 4)
  • Unit 5 Data Storytelling (week 5)
  • Unit 6 AI Solutions for Customer Engagement and Experience (weekly 6)
  • Unit 7 l Social AI: Interdisciplinary Team Interactions (week 7)
  • Unit 8 Artificial Intelligence in Design Industry (week 8)
  • Unit 9 Prototyping as Thinking Method for service and product development (week 9)
  • Unit 10 Summary and Debriefing (week 10)


Dr Laura Ferrarello

Leader of the MRes Design Pathway in the RCA’s School of Design, Laura is an active tutor and researcher; working across research projects with industry clients including the Lloyd’s Register Foundation, Fujitsu, and Huawei. Laura has particular expertise in experiential and participative design methodologies applied to digital technologies.

Sabrina Recoules

A visiting lecturer at RCA with a background in puppetry and creative coding. In her practice, Sabrina produces crafted electronic artefacts, puppets, masks, automata and computer graphics with data, computer vision and natural language processing. In her research, Sabrina aims to use smart textile in combination with algorithmic behaviours to produce interactive narratives with textile characters.

Iulia Ionescu

Iulia is an artist, technologist and researcher exploring people’s fraught relationships with technology in general, and artificial intelligence in particular. Her work, often conveyed through code, interaction design, artefacts or paintings, explores the multifaceted range of human attitudes and mental models of digital and technological interventions.

About Royal College of Art

Royal College of Art

The Royal College of Art started life in 1837 as the Government School of Design. Granted a Royal Charter and university status in 1967, today the RCA remains the world’s most influential postgraduate institution of art and design.

RCA graduates continue to influence the culture surrounding all of us. At the forefront of contemporary art and design today are, to name but a few, graduates such as designer Thomas Heatherwick, architect David Adjaye, fashion designer Christopher Bailey, photographer Tom Hunter, inventor and industrial designer Sir James Dyson, and film director Ridley Scott.

Career impact

(Source: MA graduate research undertaken by QS Enrolment Solutions, 2019)

The RCA experience in numbers

No1 in the world for Art and Design for 5 consecutive years (2015-2019 QS World University Subject Rankings)

The RCA delivers senior-level custom executive education programmes for business, government, the public sector and universities globally. We delivered over 20 courses last year, and welcomed 930 delegates from 52 countries.

Student-support resources for RCA Learning Experience

Royal College of Art
  • Access to RCA Professional faculty for further learning and support
  • Live unit review and discussion
  • Community based learning
  • Live webinars and master classes with RCA Alumni and experts from around the world
  • Hands-on and project-led learning
  • Ongoing access to all the materials after graduation

Student testimonials

The course was very interesting. I particularly liked the workshops where we could apply the theory to practical cases. I would recommend this to anyone who would like to understand the process of AI a bit more.’’

Big Data Analytics Manager,

The course leader was very personable. The course had really good presentations. The energy and course pace was great throughout the day.

EMEA Head of Music and Artist Marketing,

The course offered engaging topics and exercises aimed at practising the initial design of AI-enabled products.

Senior Principal, Global Product Management,

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