Data and artificial intelligence (AI) are revolutionising the way customers interfacewith organisations and vice versa. However, there is limited knowledge regarding howdata and AI are used as material during the design process. It is to this practice-research gap that this paper responds, by providing practical insight into a projectbetween a Dutch airline, named AirlineX for the purpose of this paper, and auniversity-based design team. The project let to the development of a principle forpersonality-driven design that deeply personalises digital touchpoints within AirlineX’s operations. This principle is informed by ‘big five’ personality theory from the field of psychology. Further, a framework for incorporating AI and data asmeaningful subject matter into the design process is presented. This frameworkassists organisations to develop dialogue with customers beyond the purchase pointthrough personal data, representing a democratisation of the traditional business tocustomer (B2C) perspective. The paper concludes with directions for future researchthat point toward the growing need for ethical discourse regarding technology, designand society.
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