AI characters

AI characters

Designing compelling end-to-end experiences with interactive, embodied AI game characters.

Designing compelling end-to-end experiences with interactive, embodied AI game characters.

Company

Meta

Archetype

Visionary, systems thinker

timeline

timeline

2022 – 2024

2022 – 2024

Hero image featuring a feamle avatar speaking to a silhouette of an AI character
Hero image featuring a feamle avatar speaking to a silhouette of an AI character

The challenge

The challenge

Design a scalable 0-1 strategy for immersive AI characters, balancing safe, seamless gameplay with compliance and creative goals.

The process

The process

The process

  • Vision & alignment: Partnered with UXR and conversation design to define the quality bar for AI interactions. Co-organized an 80+ person onsite to present a prototyped vision, successfully influencing the game production roadmap.


  • Scalable design: Mapped user journeys and jobs to be done to build a scalable design framework adaptable across diverse game experiences, validating early signals via rapid prototyping and player testing.


  • Cross-functional leadership: Established and led design weeklies with PMs, engineers, artists, and game designers. Collaborated closely with legal and policy teams to meet strict compliance goals without sacrificing creative quality.


  • Execution & next steps: Navigated leadership reviews, Meta branding alignment, and extensive dogfooding to ship the initial experience. Currently driving the expansion of these AI features to mobile.

Screenshot of nametag designs associated with behavior states
Screenshot of nametag designs associated with behavior states

Strategy + execution

Strategy + execution

  • Interaction states & spatial presence: Collaborating with UXR, I prototyped interaction models for chaotic spatial environments. By leveraging Horizon design patterns and iterating on nametag UI, I introduced custom iconography and a distinct color system to differentiate AI NPCs from human players. Incorporating UXR insights on user mental models, I evolved the design from nametag-based UIs to immersive, head-locked GUIs for non-humanoid NPCs.

  • Balancing deterministic & generative content: To ensure gameplay clarity, I partnered with Conversation Design, Engineering, and QA to build a hybrid framework. We integrated scripted responses for critical information to ensure stability while stress-testing generative AI output for dynamic social interactions.

  • Strategic trade-offs: legal, policy, & leadership: I navigated alignment between product leadership and safety/policy requirements by designing subtle informational and boundary markers. These solutions ensured strict compliance without sacrificing the user experience. Note: Specific internal taxonomy and architecture are excluded due to sensitivity; I welcome further discussion during a live review.

  • Resilience in multi-tenant environments: I led cross-functional efforts to design seamless "null state" and fallback experiences. For restricted age and geo-fenced segments, I engineered systems to manage content degradation gracefully, ensuring a polished interface despite regional and age-based limitations.

Project screenshot
Project screenshot
Project screenshot
Project screenshot
Project screenshot
Project screenshot
Project screenshot
Project screenshot

Strategy + execution

  • Interaction states & spatial presence: Collaborating with UXR, I prototyped interaction models for chaotic spatial environments. By leveraging Horizon design patterns and iterating on nametag UI, I introduced custom iconography and a distinct color system to differentiate AI NPCs from human players. Incorporating UXR insights on user mental models, I evolved the design from nametag-based UIs to immersive, head-locked GUIs for non-humanoid NPCs.

  • Balancing deterministic & generative content: To ensure gameplay clarity, I partnered with Conversation Design, Engineering, and QA to build a hybrid framework. We integrated scripted responses for critical information to ensure stability while stress-testing generative AI output for dynamic social interactions.

  • Strategic trade-offs: legal, policy, & leadership: I navigated alignment between product leadership and safety/policy requirements by designing subtle informational and boundary markers. These solutions ensured strict compliance without sacrificing the user experience. Note: Specific internal taxonomy and architecture are excluded due to sensitivity; I welcome further discussion during a live review.

  • Resilience in multi-tenant environments: I led cross-functional efforts to design seamless "null state" and fallback experiences. For restricted age and geo-fenced segments, I engineered systems to manage content degradation gracefully, ensuring a polished interface despite regional and age-based limitations.

Design process photograph
Design process photograph

The outcome

The outcome

The outcome

Launching AI characters in Horizon Worlds required balancing immersive design with strict US/EU AI and privacy compliance. I aligned cross-functional teams on 10+ legal and policy features across mobile, web, and MR, successfully unblocking 100% of our launch content. To scale the experience, I built a unified design framework adopted by three internal studios, which ultimately raised usability to 87% and boosted player time spent by 30%.


Additionally, the work gained high-level visibility early on, culminating in a
prototype demo at Meta Connect 2024.

Meta Connect 2024 demo of Katie's AI character worko
Meta Connect 2024 demo of Katie's AI character worko
Meta Connect 2024 demo of Katie's AI character worko
Floating AI-driven robot talking to game player
Floating AI-driven robot talking to game player
Floating AI-driven robot talking to game player
Meta Connect 2024 demo of Katie's AI character worko
Floating AI-driven robot talking to game player
Floating AI-driven robot talking to game player
Project screenshot
Project screenshot
Project screenshot
Project screenshot
A hand holding a magnifying glass zooms in over a floating menu, focusing on the "AI" icon shown on the media tile
A hand holding a magnifying glass zooms in over a floating menu, focusing on the "AI" icon shown on the media tile
A hand holding a magnifying glass zooms in over a floating menu, focusing on the "AI" icon shown on the media tile
Meta Connect 2024 demo of Katie's AI character worko
Meta Connect 2024 demo of Katie's AI character worko

Next project

Next project