— 01MANU ABUÍNPRODUCT & AI

The question is not what AI can do.It is what it should decide.

I have spent over a decade designing products where getting it wrong has real consequences: on someone's health, their money, the energy a country runs on. That work taught me something the AI conversation tends to skip: the problem is rarely technical. It is a problem of judgement. What we delegate to the machine, what we do not, and where the loss of human judgement starts to corrode trust. PRAXIS is the framework I use to answer that question.

Product · AI Strategy · Madrid
Manu Abuin — PRODUCT & AI
WHERE I HAVE WORKED ON THIS

I do not talk about AI from theory. I have applied it in sectors where a badly designed automated decision is not a bug, it is harm. Each engagement names the vehicle (in-house, consulting or via an agency) so the relationship is clear.

  • Urbanitae
  • Repsol
  • Roche
  • Novo Nordisk
  • TaxDown
  • McKinsey
  • Confida.ai

Strategy • AI Adoption • UX at scale

Let's design systems that decide with judgement, not just capability.