Editor's Note: This is the first essay in a new series exploring how AI is transforming the way physical products are imagined, designed, and built. Hardware is the New Salt will spotlight several thinkers and makers at the intersection of AI and product design and their insights into this dynamic technology ecosystem. This series is supported by Enzzo, who offers an AI-first product development platform created to support the next generation of builders.

Nichole Rouillac, Founder & Creative Director, level

I've spent my entire career designing hardware—not because I find it easy, but because I love it. There's something deeply satisfying about solving physical problems, prototyping, testing on real bodies, and refining through hands-on experimentation. That process—filled with ergonomic tests, sketches, and mockups—is still, in my view, irreplaceable.

I've tried tools like MidJourney and Vizcom. They're fun, even entertaining. But they don't get to the heart of what makes great hardware design meaningful. When it comes to creating products that fit the human form, perform reliably, and stand the test of time, we need more than rendered imagination. We need craft, insight, and iteration. AI can't replicate that—not yet, and maybe not ever.

It can help offload the tedious parts. I run a design studio, and part of that involves writing emails, marketing blurbs, and proposals. AI helps me get through those tasks faster so I can spend more time where I belong: sketching, prototyping, and solving the hard problems. That's been the biggest benefit—not automation for its own sake, but creative rebalancing. AI gives me back time to focus on what I love most.

That mindset extends to my team. They're younger, they're inquisitive, and they do experiment with AI tools. But while these explorations can be fun, and occasionally surprising, most of what's generated still doesn't meaningfully advance our design process. Our work requires precision, insight, and physical iteration—things AI doesn't yet offer in a reliable or integrated way.

What DOES excite us, though, is how AI is showing up in the hardware our clients are building. The real opportunity isn't how AI helps us design—it's how it's enabling new tools in the world. We're working on products that assist doctors with remote therapy, enhance diagnostic tools, and support patient care in new ways. That's the kind of application that gets us out of bed in the morning.

That's where AI has a real impact.

There's no question that AI makes specific tasks faster. Photoshop's generative tools, for example, have saved us hours. Text-to-CAD tools are evolving too, and we're often asked to test early-stage versions. But while some of these tools can help generate a part or pattern, they aren't yet robust enough to create complete, production-ready CAD models.

Speed can be valuable, but it also comes with risks. I see this moment a bit like the "slow food movement" in response to fast food: just because we can go faster doesn't mean we always should. We've had clients tell us other studios underbid us because they're using AI to crank out concepts. But our value comes from the quality of what we deliver. Some of the products we've put into the world have defined entire categories. I won't jeopardize that by outsourcing thinking to machines.

Designing something meaningful takes time. Time to explore. Time to reflect. Time to get it right. And when you're working on products that could literally change lives, or save them, you don't take shortcuts.

Trust is another critical piece. Many of our clients—from startups to tech giants like Microsoft and Google—require airtight confidentiality. We're audited, vetted, and take those responsibilities seriously. When a startup asks us to try their cloud-based AI tool, my first question is always: How secure is it? Who has access to our data? How do I know this isn't a leak risk? In many cases, we can't take that chance. The stakes are simply too high.

That doesn't mean I'm anti-AI, far from it. I'm genuinely excited about the innovation happening in this space. But especially in hardware design, the tools just aren't mature enough—yet. They'll get there, and when they do, I'll be the first in line. But for now, we maintain a healthy skepticism, especially regarding IP and security.

One of AI's big promises is speed. With speed comes the ability to produce more. But do we really need more products?

We're already drowning in landfill-bound goods. I live in California where I've seen the impact of climate change firsthand—the fires, the smoke, the devastation. More isn't always better. In fact, I'd argue that less, but better, is what the world truly needs.

I've noticed that tighter budgets during economic downturns have actually improved the quality filter. We're seeing fewer frivolous projects, and more thoughtful innovation. And that's a good thing. We should be asking ourselves: is this product necessary? Will it improve someone's life? Or is it just another piece of junk with a carbon footprint?

The goal shouldn't be more things faster—it should be better things, made smarter.

I love the title of this series—"Hardware is the New Salt." Because it's true: you can't live without it. Software may be eating the world, but it can't exist without hardware to run on.

Every major technological shift—from the Industrial Revolution to the rise of personal computers and wearable tech—has been rooted in physical product innovation. Software has amplified that, but hardware is still where the real transformation happens. You can't revolutionize healthcare with an app alone. You need sensors, devices, and form factors that work in the real world.

We build those things. And that's why I'll keep showing up, sleeves rolled up, ready to sketch, test, and build the next thing that matters.

Here's a short clip if Nichole discussing some of these ideas:

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About the author Nichole Rouillac is the Founder and Creative Director of level, a women-led industrial design studio in San Francisco. She leads with a mission to create intelligent, thoughtful designs that shape industries and enhance lives. Her work has propelled breakthrough products into the global spotlight, with an award-winning portfolio that includes Microsoft, Google, Logitech, Fitbit, HTC, AliveCor, Nex, and Tempo.

level's impact has been recognized with top accolades, including IDEA Gold, Red Dot, iF, and Spark Platinum awards, as well as Fast Company's #3 Most Innovative Design Company.

Nichole has also been a Core77 Design Awards Jury Captain (2022) and Jury Member (2024), while level has been an honoree several times, including the winning entry in the 2024 Gaming Accessories category.

Beyond design, Nichole is a dedicated advocate for diversity in the industry. As the former chair of IDSA's Women in Design, she mentors and champions the next generation of female designers, helping to reshape an industry where women remain underrepresented.