The problem is that Figma and others are already ceasing to be design tools and becoming production tools. And designing and producing are completely different, and fundamentally incompatible, processes.


By fusing the two, the tool imposes its own design decisions. The result is not greater efficiency, but clone-like products of a stochastic average. Products that accelerate the commoditization of your product and your brand.

And when everything looks alike, the market begins to choose exclusively by price. It is not a failure of your design team; it is the direct consequence of making strategic decisions based on operational haste.

The result is that 80% of launched projects are indistinguishable.
Because they respond to the rules of AI, not those of your customers.

This cannot be fixed by designers who can code. Every development methodology since 1970 recognizes that design and implementation are separate. Fusing them always sounded tempting. But operationally, it never worked.

The pressure to produce always chokes the capacity to create.

The rush to “not miss the train” is making us end up under the tracks instead of in the car.

At Kambrica, we have been working with AI since 2009, long before it was a corporate fad. Keepcon, one of the technology companies we worked with in its initial phases, was recently sold. In the words of its founder: when they had no customers or technology, our prototype allowed investors to land an abstract idea, understand the business model, and close their first round of investment.

I started my career in UX 30 years ago, designing and developing business simulators for management training. Today, I help leaders and managers make better decisions at the intersection of business, design, and technology.

If you are looking for AI adoption with real results, haste is the worst counselor.
We offer you experience.

Let’s get in touch.

–

Santiago Bustelo
Junio, 2026