AI is not only changing what product teams can build - it is changing what they need to ask. As AI prototyping, vibe coding and natural language experiences make it easier to imagine and test new ideas, the real opportunity is not simply moving faster. It is asking sharper questions about what should exist, who it serves, how it earns trust, and what kind of future we are choosing to design. In this keynote, Gess Puglielli, Head of Product Design at MPB, explores how emerging tools and NLX are reshaping the way teams think about digital products, customer journeys and future commerce. Drawing on examples from e-commerce, product discovery and AI-assisted experiences, she will examine how teams can move beyond incremental optimisation and use design to make future-facing ideas more tangible, more human and more useful. This is not a talk about replacing design craft with automation. It is about using AI to widen imagination, using natural language to create more intuitive interactions, and using design thinking to ask the better questions that help teams decide what is truly worth building.