Defining human-centred, Al-ready employee experiences to scale Al adoption with confidence
As generative AI gained momentum at Repsol, demand for new solutions surged across the organisation. But while development was structured, experiences were not.
AI initiatives emerged in silos. Interfaces felt inconsistent. Trust and usability varied. The challenge wasn’t technology. It was coherence.
When AI moves fast, experience must keep up
Repsol set out to create a shared foundation for how AI is experienced across the organisation.
The goal was not just to scale solutions, but to ensure every interaction feels intentional, intuitive, and aligned. To move from fragmented tools to a connected experience of AI at work.
Designing for trust, clarity, and control
Designit partnered with Repsol to shape this foundation, starting with a deep understanding of how generative AI was already being used.
Interviews, benchmarking, and tool mapping revealed a landscape full of experimentation but lacking cohesion. Employees were navigating AI differently, shaping their own expectations along the way.
Generative AI also brought a shift. It introduced uncertainty, required trust, and demanded new interaction patterns. Designing for it needed more than traditional UX. It needed new principles.
From these insights, we defined a framework to guide every AI experience at Repsol
Clear expectations help users understand AI’s role and limits. Transparency and feedback build confidence. Errors are easier to recognise and recover from. Privacy is embedded into every interaction.
The framework adapts across contexts by focusing on who is using it, what the solution is, and where it lives. Whether in Teams or embedded in a platform, the experience stays connected.
A defined tone of voice and interaction style ensures AI feels approachable, consistent, and recognisably Repsol.
From principles to practice
The result is a scalable design framework that turns AI ambition into repeatable experience.
It guides both dedicated and embedded solutions, from assistants to efficiency tools. It builds on Repsol’s design system while introducing new patterns for human-AI interaction.
Teams no longer start from scratch. They build on a shared foundation.
Repsol is already applying the framework across internal initiatives.
AI experiences now feel more intentional and consistent. Employees engage with greater confidence as interactions become clearer and more predictable.
New use cases no longer feel separate. They feel part of one system.
AI does not scale through capability alone. It scales through experience.
Repsol shows that when organisations define how AI is experienced, not just how it works, adoption becomes sustainable.
Because when AI feels clear, trusted, and human, it simply becomes part of how work happens.
