Designing the Future
Artificial Intelligence (AI) is no longer a distant concept—it’s shaping the way designers think, create, and innovate. With tools like Adobe Creative Cloud, Canva, and Figma integrating AI features into their toolsets, it is clear that designers need to rethink their creative processes and understand how AI fits into their workflows. The AI Design Certificate at Pratt Institute, launched for Spring 2025, is a pioneering program that introduces students to the exciting intersection of AI and design. With a curriculum that emphasizes AI-enhanced workflows, creative ideation, and the evolving relationship between humans and intelligent systems, this program is set to redefine how we approach design in the digital age.
The AI Design Certificate consists of three key modules:
Prompt Design – Teaching students how to effectively collaborate with AI tools for creative and research-driven projects.
AI-Enhanced Design Process – Exploring AI’s role in user experience, rapid prototyping, and idea generation.
Human-AI Relationship – Addressing the ethical and responsible integration of AI into design workflows.
The AI Design Certificate at Pratt Institute is led by industry experts Dominik Heinrich and Tony Jones, both of whom bring extensive experience in AI and design.
Dominik Heinrich serves as the Global Head of AI Design at The Coca-Cola Company. With over 20 years in the innovation and design industry, he has collaborated with Fortune 500 brands to drive creative transformation. Dominik co-founded the Creative AI Academy, offering AI training and upskilling to businesses worldwide. His work has been internationally recognized, including features in WIRED's documentary "Being Human In An AI World" and accolades such as Cannes Lions in Innovation and Fast Company's World Changing Idea. He also holds patents for AI inventions like "Voice Stamp" for the U.S. Postal Service and "SIGNS," a gesture-controlled platform enabling people with hearing disabilities to interact with AI voice assistants.
Tony Jones is a former Senior Vice President and Group Creative Director at McCann Worldgroup, with over two decades of experience in copywriting, broadcast, digital media, and product creation. He co-founded the Creative AI Academy alongside Dominik Heinrich, focusing on empowering creatives to integrate AI into their workflows. Tony's work has earned multiple prestigious awards, including Cannes Lions in Innovation, PR, Data, and Titanium categories, as well as One Show Gold Pencils and Webbys. He holds three U.S. patents as an inventor and is committed to mentoring the next generation of creatives to leverage AI for innovation and storytelling.
One of the standout aspects of this program is the lineup of experienced professionals guiding the students. The guest lecturers bring real-world AI applications into the classroom:
Sydney Seifert-Gram (Creative AI Academy) – AI Image Generation
Jim Babbage (Adobe) – Visual Communication with AI
Irina Kelly (Salesforce) – AI-Enhanced Workflows
Angella Tapé (Havas) – Strategic Thinking with AI
Jae-young Lee (MRM) – Synthetic Users & Agents
John Bennett (OpenAI) – ChatGPT & DALL·E in Design
Katrin Zimmermann (Credera) – AI Innovation Design
Natasha Nair (Board of Innovation) – Infinite Design & Agentic AI
Antonio Fragoso (Ex-McCann, Ex-TikTok) – Creative Ideation with AI
This diverse group of experts ensures that students gain a multi-faceted understanding of how AI is applied across different industries, from UX design to brand strategy and generative AI. Designers today must be fluent in the language of AI to remain competitive. Whether working in branding, UX, or product design, AI is rapidly becoming an essential tool rather than just a trend. Programs like Pratt’s AI Design Certificate equip students with the knowledge and skills needed to harness AI’s potential while fostering ethical and responsible usage. It is clear that the future of design isn’t just about human creativity—it’s about the synergy between human ingenuity and artificial intelligence.
