Dive Club 🤿 Episode Summary: Ammaar Reshi - Unlocking AI’s Creative Potential

Introduction

In this episode of Dive Club, host Ridd engages in an in-depth conversation with Ammaar Reshi, the Head of Design at 11 Labs. Ammaar shares his journey from early AI experiments to leading design at a cutting-edge AI audio platform. The discussion delves into the intricacies of designing AI-native products, the evolution of design patterns in the age of large language models (LLMs), and the vibrant culture of experimentation at 11 Labs.

Ammaar’s Journey into AI Design

Ammaar recounts his initial fascination with AI tools, sparked by vivid dreams he wished to visualize. His exploration began with platforms like DALL·E and Midjourney, where he experimented with image generation to recreate scenes from his dreams. Despite early excitement, limitations in these tools led him to seek more advanced solutions.

“I think that's the thing that with designing with AI, you need to still capture the essence and the magic of it without putting the burden on the user... we can completely rewrite those patterns.”
— Ammaar Reshi [00:00]

Ammaar’s breakthrough came in November 2022 when he combined AI image generation with ChatGPT to create a personalized children’s book for his niece. This project not only went viral but also highlighted the potential of AI in creative storytelling.

“Within 24 hours the book was on the Amazon store, which was unreal. And then I was like, do they print paperback? And they do. And I had a paperback in my hand in three days.”
— Ammaar Reshi [03:33]

Viral Success and Its Impact

Ammaar’s AI-generated book garnered significant attention on Twitter, amassing millions of views and attracting media coverage from major outlets like Time Magazine and NBC. This exposure underscored the transformative impact of AI in creative fields and inspired him to explore further applications.

“This was the aha moment for a lot of folks, which was, yeah, it was really fun to see that people had already been looking for something like this.”
— Ammaar Reshi [04:26]

Transition to 11 Labs

Ammaar joined 11 Labs, transitioning from his role at Brex, a fintech startup. At 11 Labs, he oversees the design of an AI audio platform aimed at making audio universally accessible in any language and voice. His experience at Brex, particularly in a hypergrowth environment, prepared him for the challenges at 11 Labs.

“I think the feedback loop that kept me going was I kept sharing my ideas on Twitter completely unfiltered... and going and going.”
— Ammaar Reshi [09:16]

Designing for AI-First Products

Ammaar discusses the unique challenges of designing AI-native products where traditional design patterns may not apply. He emphasizes the importance of leveraging LLMs and contextual understanding to create intuitive interfaces without overwhelming the user with complexity.

“With LLMs and contextual understanding, we can completely rewrite those patterns. This is an ambiguous space with no patterns. Like, you have to figure it out.”
— Ammaar Reshi [00:00]

He illustrates this by exploring dynamic interfaces that adapt based on user interactions, moving beyond static buttons and search fields to more fluid and responsive designs.

“You need to still capture the essence and the magic of it without putting the burden on the user.”
— Ammaar Reshi [00:00]

Culture of Experimentation at 11 Labs

At 11 Labs, a culture of experimentation is paramount. Designers and engineers collaborate closely, often creating prototypes and demos to test new ideas. This iterative process fosters innovation and allows the team to refine features based on real-world feedback.

“It's very much the cycle of start with a problem, design goes and explores stuff... it's a very experimental process until we feel really good about the build.”
— Ammaar Reshi [31:06]

An example provided was the development of AI co-hosts for podcasts, where the team experimented with voice generation and interactive features to enhance user engagement.

“I had initially made this mock of our voice orbs, kind of like slowly glowing and then like splitting into two to show, like, now you have two co-hosts and they're like dancing around each other.”
— Ammaar Reshi [31:06]

Collaborating with Research Teams

Ammaar highlights the synergy between design and research teams at 11 Labs. Researchers introduce new capabilities, and designers envision practical applications, ensuring that technological advancements translate into meaningful user experiences.

“It's like working with a set of magicians who are like, you know, in our secret lab, we've come up with the ability to generate a set sound effect while describing it.”
— Ammaar Reshi [28:16]

This collaboration is essential for staying ahead in the rapidly evolving AI landscape, allowing the team to deploy innovative features that meet user needs effectively.

Hiring Philosophy and Team Building

Ammaar emphasizes the importance of hiring designers who are not only skilled but also embody the company’s culture of experimentation and cross-functional collaboration. He looks for individuals who can bridge gaps between teams, share ideas openly, and thrive in a dynamic environment.

“I love people who just show and don't tell... hack and experiment because that's the culture we have.”
— Ammaar Reshi [42:32]

His approach ensures that the design team remains agile and capable of tackling diverse challenges as the company scales.

Future Directions and Experiments

Looking ahead, Ammaar is excited about fostering a community of AI enthusiasts who share their experiments and innovations. He plans to openly share prompts and source code to inspire others and build a collaborative network of “hackers” pushing the boundaries of AI creativity.

“We're going to start something where you can follow us and you'll have every prompt, all the source code so you can turn and remix it into your own ideas.”
— Ammaar Reshi [51:57]

This initiative aims to democratize AI creativity, making advanced tools accessible and encouraging continuous learning and experimentation.

Conclusion

Ammaar Reshi’s journey and insights provide a compelling look into the future of AI-driven design. His emphasis on user-centric interfaces, collaborative experimentation, and fostering a creative community underscores the transformative potential of AI in design. As AI continues to evolve, leaders like Ammaar are pivotal in shaping tools that empower users to unlock their creative potential seamlessly.

Notable Quotes

• Ammaar Reshi [00:00]: “With LLMs and contextual understanding, we can completely rewrite those patterns... you have to figure it out.”

• Ammaar Reshi [04:26]: “There were people who were like, oh my God, me and my daughter have been like crafting up stories and now I can't wait to actually make one with her or another person.”

• Ammaar Reshi [09:16]: “I kept sharing my ideas on Twitter completely unfiltered... and going and going.”

• Ammaar Reshi [31:06]: “I had initially made this mock of our voice orbs, kind of like slowly glowing and then like splitting into two to show, like, now you have two co-hosts and they're like dancing around each other.”

• Ammaar Reshi [42:32]: “I love people who just show and don't tell... hack and experiment because that's the culture we have.”

• Ammaar Reshi [51:57]: “We're going to start something where you can follow us and you'll have every prompt, all the source code so you can turn and remix it into your own ideas.”

This detailed summary encapsulates the essence of Ammaar Reshi’s conversation on Dive Club, highlighting his innovative approach to AI design, the supportive culture at 11 Labs, and his vision for the future of AI-driven creativity.