UI (user interface) and UX (user experience) are terms often associated with app design. As Google famously explains: if a digital product were a house, UX is the structure and wiring (how it works), while UI is the paint and furniture (how it looks).

AIXD goes further. It is both the architectural blueprint and the interior design—but custom-built around real human needs. AIXD precedes UI and UX by grounding AI development in what end users actually want, not what technologists assume they want. By anchoring AI to human psychology, emotions, and lived experience, AIXD helps organizations avoid waste, reduce friction, and design AI that truly serves people.

In an era of AI over-enthusiasm, rushed adoption, and “white elephant” AI projects, AIXD fills the critical gap between human end users and AI developers. It reframes success away from hype and toward outcomes that matter: usefulness, satisfaction, dignity, and trust. AIXD asks leaders the most important question before building any AI system:

AIXD is not anti-AI. It is pro-human. AIXD is user experience. User experience is brand experience.

AIXD (“AI Experience Design”) is the design of AI-assisted, AI-enabled, and AI-led user journeys—created explicitly for the convenience, satisfaction, and wellbeing of human end users. It is the human-centered design of AI models, applications, workflows, products, and services. Ultimately, AIXD is the be-all and end-all of human user experience.

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About AIXD.World and 10PlusBrand.com -

With 16 years of brand experience design rooted in brand DNA decoding and business model analysis, 10 Plus Brand, Inc. is a recognized leader globally in brand building and brand marketing. Human end-user experience design, AIXD, brand experience, brand loyalty, and brand journey are part of the comprehensive offerings of 10 Plus Brand, Inc.

Founder and CEO Joanne Z. Tan has mentored Silicon Valley startups, founders and CEOs, board members, and organizations as their thought leadership coach in the AI age.

We at 10 Plus Brand are proud to be on the cutting edge of creating an end-user journey with AI Experience Design for both B2B and B2C companies.

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About the author Joanne Z. Tan As a globally known brand strategist, thought leadership coach, and startup mentor in Silicon Valley, Joanne Z. Tan offers her expertise in customer experience design, human centric AI experience design, to formulate AI strategies for different business models and services. Her multi-disciplinary background and skill sets contributes to architecturing business models, end user experience, and brand experience. She authored more than 12 articles on AI, published on 10PlusBrand.com.

© Joanne Z. Tan, Jan. 2026. All rights reserved.

AI Native is not about adding AI tools to legacy systems. It is about architecting offerings and operations where intelligence is built into every layer. Instead of rules-based logic and siloed data, AI Native models rely on connected, data-driven ecosystems that continuously learn, adapt, and improve performance.

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Organizations pursuing AI Native approaches are scaling faster than those simply enabling products with AI features. Investment is rapidly moving toward agentic workflows, systems capable of executing multi-step actions on behalf of users. At the same time, leaders are treating AI as core strategy rather than experimentation, embedding it into architecture, decision-making, and growth planning. Still, most so-called “agents” remain advanced copilots, which shows the market is early and infrastructure, vertical AI applications, and on-device intelligence are key competitive zones.

There are two primary paths to AI Native transformation.

Direct impact means AI Native capabilities directly enhance the product or service. Customer value becomes visible through smarter performance, personalization, speed, and new functionality.

Indirect impact means AI Native systems improve the organization itself. Efficiency rises, forecasting sharpens, risk drops, and trust increases. Those gains then translate into better pricing, reliability, and customer experience.

Before moving toward an AI Native model, leaders need discipline. Start with the business problem, not the technology. Strong AI governance is essential for trust, compliance, and brand reputation. A serious data strategy is non-negotiable, since fragmented legacy systems block AI Native value creation.

AI Native is ultimately a redesign of how organizations create, deliver, and capture value, not just a technology initiative.

About AIXD and the author Joanne Z. Tan As a globally known brand strategist, thought leadership coach, and startup mentor in Silicon Valley, Joanne Z. Tan offers her expertise in customer experience design, human centric AI experience design, to formulate AI strategies for different business models and services. Joanne contributes 15 years of experience derived from architecturing business models, end user experience, and brand experience. She also authored more than 12 articles on AI, published on 10PlusBrand.com.

© Joanne Z. Tan, Jan. 2026. All rights reserved.

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A tiny creek

In the high country of Yosemite

Born of melting snow

Filtered through the clefts of granite

Streaming down a thawing peak.

Dripping, dropping,

Dancing its way

Giggling, laughing,

Roaring, swelling,

Dashing out of the Valley.

Does it know where it goes?

When will it end? And why?

Who owns its life?

More creeks gather,

Into the Merced River.

Onward, forward,

one way journey seaward,

Hither and thither,

torrential, playful,

Reckless, mournful,

Restless, peaceful.

The creek, the river, become the lake,

Waters the crops along the way,

feeds the climbers of the peak.

Matters not

If ever it reaches the sea.

Murmurs, shimmers, under the sun it simmers,

rising water, skyward ascends,

ignites lightning and thunder.

Angelic or devilish, could care less,

Rain and drizzle, descends.

Between Heaven and Earth,

metamorphosis, transcends.

Into the misty fog reincarnates,

the creek, the river, and the lake,

ghosts through the Golden Gate Bridge,

hugs the seedlings on the Marin Ridge.

The fog rolls into the hovering clouds

snow flakes swirl and flutter

down on the peak

That birthed the tiny creek.

If that creek is life itself,

Is it one way or a round trip?

Insignificant, not self aware,

It lives, one form or another,

knowingly or unknowingly

A part of a grand design,

Earthly and finite,

Eternal and divine.

© Joanne Z. Tan, 1/17/2026 All rights reserved.

Joanne Z. Tan is the Founder & CEO of 10 Plus Brand, Inc., a brand strategist, thought leadership coach, and speaker. She helps executives, board members, entrepreneurs, and organizations decode their Brand DNA, build trust in the AI age, and lead with brand power, more than just a successful business. A former journalist, award-winning photographic artist, Joanne was trained in law and business, and had a liberal arts education from Brandeis University before earning a law degree. Her coaching emphasizes comprehensive strategies, business modeling, thought leadership and high authority content creation, brand building, culture, teamwork, resilience. Joanne is also a poet, writer, and photographic artist.

© Joanne Z. Tan, 1/17/2026 All rights reserved.

(About 10 Plus Brand: In addition to the “whole 10 yards” of brand building, digital marketing, and content creation for business and personal brands. To contact us: 1-888-288-4533.)

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