I'm Going to SXSW — And I'm Bringing the AI Bullshit Detective

Greg Nudelman
March 11, 2026

AI didn’t take your job.
AI hype knocked everyone off balance.

Right now companies everywhere are announcing AI strategies, AI copilots, AI features.

Most of it is demo theater.

Slides.
Hype.
AI that collapses the moment real data touches it.

Which means something interesting is happening inside companies.

The most valuable person in the room is no longer the engineer who builds the AI.

And it’s definitely not the designer who makes the UI look “nice.”

It’s the person who can say:

“This AI won’t work.”

Or:

“This AI could work — but only if we change the problem.”

That role has a name.

AI Bullshit Detective.

And that’s exactly what I’m teaching at SXSW this week — my 5th workshop there.

But the workshop is just the beginning.

I’m also launching a 12-week live UX for AI Certification Program designed to train designers to develop that skill.

The goal is simple:

Help UX professionals become the people who can separate real AI capability from AI hype — and get back in the room where strategy happens.

If that sounds like the direction you want your career to go, start here:

The program begins March 20.

$197/month.
3 months.
Live sessions.
Real AI product work.

For designers who are done sending job applications into the void and ready to reclaim their mojo and lead in the AI era.

My co-author Daria Kempka is with me in Austin this week — her first SXSW.

If you’re here too, email me at [email protected]. I always make time for people from this list.

— Greg

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