Shopify drops “UX” from design titles to emphasize human creativity

Shopify chief design officer Carl Rivera has removed “UX” and “content designer” from job titles to encourage designers to focus on human skills like taste, intuition, and creativity, rather than codified best practices that AI can now replicate. Rivera argues that standardized UX delivers predictable but forgettable experiences and that great design must go beyond what AI can generate. The internal change aligns with Shopify’s broader shift toward an AI-centric workplace, where rote UX tasks are automated and designers are expected to create more distinctive, emotionally resonant experiences.