WHY EXIST
orient(ai)tion was created for a simple reason: organizations are facing one of the biggest technological shifts in decades, and most don’t know where to start. Generative AI promises transformation, but too often adoption is left to individuals experimenting on their own or leaders chasing the latest tool without alignment. The result is wasted resources, inconsistent experiences, and eroded trust.
This program brings structure to the chaos. It builds AI literacy so teams understand what generative AI can—and can’t—do, asks the hard “should we?” questions alongside “can we?,” and creates a space where leaders and employees work together to identify the right pilot projects.
Grounded in 20 years of human-centered strategy and design practice, orient(ai)tion helps organizations make sense of complexity, align around shared goals, and chart a thoughtful path forward.
IN THIS MOMENT, WE NEED A structured, human-centered way to explore AI that:
builds literacy
aligns people around shared goals
tests ideas in practice without overselling outcomes
That’s the purpose of orient(ai)tion. It isn’t about chasing every new tool, deploying massive predictive models, or automating people out of the process. It’s about building shared understanding, asking the important (and sometimes uncomfortable) questions, and identifying where AI truly fits within your workflows and values.
Through primers, workshops, and guided pilots, orient(ai)tion helps organizations cut through hype and uncertainty, align teams around common goals, and chart a thoughtful, practical course for AI adoption.
orient(ai)tion emerged from Erin’s 20+ years as a designer, researcher, strategist and consultant working with global enterprises like Johnson & Johnson, Aflac, Acuity, Shell Recharge, Finansbank, Exploding Kittens, and AARP, FINR, as well as startups and growth-stage companies preparing to scale. She’s developed toolkits that support midwives in the Global South, led experience strategy for highly—regulated financial and insurance industries, gained insights to prepare products ahead of a new release, and created brand and digital systems designed to evolve with organizations over time.
That experience translates directly to AI adoption: making sense of complexity, asking the hard “should we?” questions, and aligning diverse teams around a shared vision.
“Erin was just fantastic. She made everything click.”
“It’s really fun to watch Erin interview people and see how she uncovers insights and gets people aligned.”
Contact us
If you’re looking for a partner who can connect strategy, design, and emerging technology in ways that are practical and people-first, you’re in the right place.