Industrial designer Nichole Rouillac, founder and creative director of level, a San Francisco-based design studio, argues that while artificial intelligence tools are transforming product development, the core principles of thoughtful hardware design remain irreplaceable. Her insights come as part of a new series exploring how AI is reshaping the way physical products are conceived, designed, and manufactured.
Rouillac, who has spent her entire career designing hardware, emphasizes that her passion for the field stems not from its ease but from the deep satisfaction of solving physical problems through hands-on experimentation. She describes the traditional design process—filled with ergonomic testing, sketching, and mockup creation—as fundamentally irreplaceable when creating products that must fit the human form, perform reliably, and withstand the test of time.
While acknowledging that she has experimented with AI tools like MidJourney and Vizcom, Rouillac finds them entertaining but ultimately insufficient for meaningful hardware design. Instead, she views AI's primary value as handling tedious administrative tasks such as writing emails, marketing content, and proposals, allowing designers to focus more time on core creative work like sketching, prototyping, and problem-solving.
This philosophy extends to her team, which includes younger designers who actively experiment with AI tools. However, Rouillac notes that while these explorations can be fun and occasionally surprising, most AI-generated content doesn't meaningfully advance their design process, which requires precision, insight, and physical iteration that AI cannot yet provide reliably.
The real excitement for Rouillac's team comes from observing how AI is being integrated into the hardware products their clients are developing. They are currently working on AI-powered products that assist doctors with remote therapy, enhance diagnostic tools, and support patient care in innovative ways. This represents what Rouillac considers the true impact of AI—not in the design process itself, but in enabling new tools that can transform various industries.
Regarding AI's efficiency benefits, Rouillac acknowledges that certain tools have saved significant time, citing Photoshop's generative tools as an example. Her team frequently tests early-stage text-to-CAD tools, though she notes these aren't yet robust enough to create complete, production-ready CAD models. While speed can be valuable, she warns it also carries risks, comparing the current moment to the "slow food movement" that emerged in response to fast food culture.
Rouillac reveals that some clients have chosen other studios that underbid her company by using AI to rapidly generate concepts. However, she maintains that their value comes from quality delivery, noting that some products her studio has created have defined entire product categories. She refuses to compromise this reputation by outsourcing critical thinking to machines, especially when working on products that could literally save lives.
Security and confidentiality concerns also play a major role in her cautious approach to AI adoption. Many of her clients, ranging from startups to tech giants like Microsoft and Google, require strict confidentiality agreements. When startups ask her team to try cloud-based AI tools, her first questions always focus on security: how secure is the platform, who has access to their data, and what are the leak risks.
Despite her cautious stance, Rouillac emphasizes that she is not anti-AI and remains genuinely excited about innovation in the space. However, she believes that AI tools for hardware design simply aren't mature enough yet, though she expects this to change and plans to be "first in line" when they improve.
Addressing AI's promise of increased speed and productivity, Rouillac questions whether the world actually needs more products. She points to the growing problem of landfill-bound goods and her firsthand experience with climate change impacts in California, including fires, smoke, and environmental devastation. Her philosophy advocates for "less, but better" rather than simply producing more items.
Rouillac has observed that tighter budgets during economic downturns have actually improved quality filters, resulting in fewer frivolous projects and more thoughtful innovation. She believes companies should ask fundamental questions: Is this product necessary? Will it improve someone's life? Or is it just another piece of junk with a carbon footprint?
The designer strongly supports the series title "Hardware is the New Salt," arguing that hardware is essential for life in the modern world. While software may be "eating the world," she contends it cannot exist without hardware to run on. Every major technological shift, from the Industrial Revolution to personal computers and wearable technology, has been rooted in physical product innovation, with software serving to amplify rather than replace hardware's transformative power.
Rouillac's extensive portfolio includes award-winning work for major companies such as Microsoft, Google, Logitech, Fitbit, HTC, AliveCor, Nex, and Tempo. Her studio level has received top industry recognition, including IDEA Gold, Red Dot, iF, and Spark Platinum awards, and was named one of Fast Company's three Most Innovative Design Companies. She has served as a Core77 Design Awards Jury Captain in 2022 and jury member in 2024.
Beyond her design work, Rouillac is a dedicated advocate for diversity in the industry. As former chair of IDSA's Women in Design, she mentors and champions the next generation of female designers, working to reshape an industry where women remain significantly underrepresented. Her commitment extends to creating what she describes as "intelligent, thoughtful designs that shape industries and enhance lives" while maintaining the highest standards of craftsmanship and ethical responsibility in an increasingly AI-driven world.
