Web Directions Year round learning for product, design and engineering professionals

The future of product design and development isn’t just a topic for armchair conversation—AI and LLMs are already reshaping what and how we build, think about, and interact with digital products. And above all, the nature of those products themselves.

The future of product design and development isn’t just a topic for armchair conversation—AI and LLMs are already reshaping what and how we build, think about, and interact with digital products. And above all, the nature of those products themselves.

As legendary product leader SC Moatti put it just today in The shift no product leader can ignore 

traditional product management is evolving into product building, where competence, judgment, alignment, and autonomy define the work.

So, in 2025, Web Directions Next brings together forward-thinking practitioners to share the work they are doing and help you navigate this transformation for yourself and your team.

When AI becomes your collaborator, and your user

This year’s program tackles the elephant in the room: artificial intelligence isn’t just a tool anymore—it’s fundamentally changing what it means to create digital products. And the products we create.

From AI agents making autonomous purchasing decisions to the potential collapse of traditional design systems, we’re exploring the seismic shifts happening right now.

Setting the Foundation

We kick off with Rupert Manfredi (Founder, Unternet) exploring “What’s beyond the browser: the AI platform shift.” Having worked at Mozilla’s Innovation Studio and Google Creative Lab, Rupert brings unique insights into how AI clients will displace the web and traditional apps—and why it’s critical this platform develops in the open.

Tim Hardaker (Group Product Manager, ABC) follows with “Avoiding Enshittification,” sharing hard-won lessons from leading ABC’s digital platforms about how to keep products connected to real user needs as they evolve, rather than follow the path to enshittification that Corey Doctorow detailed in his now seminal late 2022 essay.

The morning continues with two crucial perspectives on responsible AI development. Sarah Pulis (Co-founder, Intopia) addresses “Responsible Intelligence: Ethics, AI, and Equitable Product Design,” while Aubrey Blanche (Founder, The Mathpath) provides tactical guidance on “Building AI, Responsibly.”

Afternoon Deep Dives: Practical Transformation

The afternoon sessions dive into the practical implications of our AI-driven future:

Kevin Wilkins and Thomas Shillingford examine whether traditional design systems can survive the AI revolution in “The Rise and Potential Fall of Design Systems.” Their combined experience leading design systems across multiple enterprises offers unique insights into this critical question.

JA Westenberg challenges us to think beyond features with “Identity-Driven Products vs. Feature-Driven Products,” exploring how the products that truly break out compete on identity, not capabilities.

William Kirkwood (Founder, Luck AI) demonstrates what’s possible with “From Product Vision to Production Code,” sharing his journey from product manager to building a complete application using AI tools—proving that the barriers between disciplines are dissolving.

We close with two paradigm-shifting talks. Xavier Rizos (Chief Strategy and Impact Officer, PALO IT) explores “Product Discovery in the age of LLMs,” while Katja Forbes delivers the provocative “Machines Are Customers Too”—challenging us to rethink customer experience when your next customer might not be human.

Why This Matters Now

Every session addresses a fundamental question: how do we maintain human agency and create meaningful value in a world where AI is increasingly autonomous? This isn’t speculative—these changes are happening now, and the decisions you make in the next 12 months will determine whether you’re leading or following this transformation.

Join the Conversation

Web Directions Next 2025 takes place on November 21st in Sydney, with streaming available globally. Whether you’re a product manager grappling with AI integration, a designer wondering if your systems will survive, or a leader trying to build responsibly, this program offers both the insights and practical tools you need.

The future of digital product is being written now. Make sure you’re part of the conversation.

Register for Web Directions Next 2025 and position yourself at the forefront of this transformation.

Very special pricing available for agencies, freelancers (that’s anyone paying their own way), educators, juniors, and not-for-profits.