Iliada Rossi, founder of Rossi Studio, shares her enthusiasm for AI and the benefits it is brining to her business
Artificial intelligence has become one of the subjects I am most enthusiastic about, not simply because of what it can create, but because of what it can change
As the founder of Rossi Studio, I have been exploring and implementing AI across different areas of our interior architecture and design practice, from creative development to procurement and project delivery. Much of the conversation around AI in interior design focuses on image generation and whether technology will eventually replace designers. But I believe we are overlooking a much more interesting opportunity. AI is not simply changing how we design, it is changing how we run our businesses and allowing us to reconsider where our time and attention are most valuable
Interior design is about much more than creating beautiful spaces. It requires knowledge, experience, relationships and the ability to turn a vision into reality. It involves understanding people, solving problems, making decisions and bringing together the right expertise to deliver a project successfully. Between presenting a design concept and handing over a completed space, we coordinate suppliers, manage procurement, work alongside contractors, oversee budgets and resolve unexpected challenges. It often means rolling up our sleeves, being physically present on site and finding practical solutions when things don’t go according to plan
AI can support almost every stage of this process, but responsibility for making decisions, maintaining relationships and delivering a successful project remains with us. A successful interior is not simply something that has been imagined beautifully. It is something that has been carefully considered, expertly coordinated and successfully delivered. And that, to me, is where the true value of an interior designer lies.
How we are already using AI at Rossi Studio
One of my most interesting discoveries has been how useful AI can be in areas that have little to do with visual design. At Rossi Studio, we are introducing AI into different stages of our work, beginning with our first conversations with clients. With participants’ consent, we use AI-assisted tools to record and transcribe client meetings, producing detailed summaries, structured briefs and records of decisions made. These documents can then be shared with clients for review, agreement and formal sign-off, ensuring that everyone has a clear understanding of what was discussed and agreed
An additional feature I find particularly interesting is the software’s ability to analyse the content of conversations alongside vocal cues, offering insights into moments when participants may sound enthusiastic, hesitant or concerned. While these interpretations cannot establish precisely how someone feels, they can highlight subjects worth revisiting and encourage us to ask more thoughtful questions. For me, the value is twofold: we create a more accurate and accountable record of our meetings, while gaining another opportunity to reflect on our clients’ needs and expectations. The purpose is not to automate the relationship, but to make our communication more attentive, considered and effective
AI also supports our creative development. We use it to explore visual possibilities, consider alternative directions and communicate the potential of a space. But I see these tools as part of the exploration, rather than a replacement for the design process itself. An AI-generated visual may suggest an interesting composition or material combination, but it does not necessarily account for the architectural constraints, technical requirements or practical realities of the project. Those decisions still require the designer’s knowledge and experience
The discovery that genuinely surprised me
Perhaps the moment that most changed my perception of AI was when I began using it to support procurement. Procurement is one of the most detailed and demanding aspects of running an interior design practice. Every project involves purchase orders, supplier invoices, quotations, payments and financial records that need to be carefully checked and reconciled. Accuracy is essential. We are responsible for managing our clients’ money and even a relatively small discrepancy can create complications later in a project. Traditionally, this work could involve days of checking figures, comparing documents and ensuring that everything corresponded correctly
When I first began using AI to support these checks, I was genuinely surprised by how much of the repetitive work it could help us complete in a fraction of the time. The technology can assist with comparing invoices against purchase orders, identifying inconsistencies and highlighting areas that require further attention. We still review and verify the information ourselves. Financial responsibility cannot be delegated to an automated system. What surprised me most was not simply that AI could complete these comparisons, but how much time it could save us. Work that previously required days of careful checking could now be supported in a fraction of that time, allowing us to concentrate on the discrepancies that genuinely needed our attention
These are responsibilities that cannot be neglected, but they can occupy an extraordinary amount of a designer’s working day. AI offers an opportunity to change that. A more intelligent approach to project delivery. We are also exploring and implementing AI-assisted processes to help coordinate the considerable amount of information involved in project delivery. Interior architecture projects generate drawings, specifications, contracts, schedules, correspondence, procurement documentation and site information, all of which need to remain consistent as a project develops. At Rossi Studio, we use AI to support cross-checking across these documents before information is issued, reviewed or signed. It can help identify discrepancies, missing information and areas that may require further attention
The same principle extends to scheduling and coordination. By working with our studio diary and project information, AI-assisted systems can help us assess team availability during important phases of implementation and identify potential clashes between commitments. For example, if a critical installation requires someone from the studio to be physically present, we want to identify any conflict well in advance rather than discover it when the project reaches that stage
We also use AI alongside our communications and project records to help identify potential risks relating to delivery dates, lead times, outstanding responses and approaching deadlines. These may seem like relatively ordinary operational challenges, but anyone who has managed a complex interior project will understand how important they are. A delay in one delivery can affect several other activities. A missed decision can have consequences for procurement, contractors and the overall programme. Having additional support in identifying these issues earlier can make a meaningful difference
AI helps us navigate large quantities of information, recognise possible inconsistencies and focus our attention where it is needed. For me, this is one of the most promising applications of the technology
The most valuable thing AI gives me is time
As a business owner, I feel a strong sense of accountability for every project we undertake. That responsibility extends beyond the finished design. I care deeply about our clients’ experience, the wellbeing of our team, our relationships with contractors and suppliers, and the quality of the work we deliver. Running a design practice involves balancing all of these responsibilities, often while managing a substantial amount of administrative work. These tasks are important. They are part of running a responsible business, and they cannot simply be ignored. But they can also take us away from the very reasons we became designers
What excites me most about AI is the possibility of reducing the time spent on repetitive processes without reducing the care or attention we give to them. I can devote more of my day to design development, reviewing details, exploring materials, visiting projects and speaking with clients. I can spend more time understanding how a project is progressing and making sure the people involved have the information and support they need. And I can give more attention to the creative decisions that require my personal involvement. I have found that this has renewed my enthusiasm for aspects of my work that can sometimes become overshadowed by the demands of running a business. It is not that the administrative responsibilities disappear. Rather, we can approach them differently. For me, that is a meaningful change. The real opportunity is not simply to become more productive. It is to become more present in the work that matters
A more human future for interior design
I believe we are only beginning to understand how AI will influence interior architecture and design. As the technology develops, I expect it to become increasingly connected to the systems we already use, from three-dimensional modelling and technical documentation to procurement and project management. But when I reflect on how AI is changing the way I work, I keep returning to a simple idea: technology should support people. I did not become an interior designer to spend my days reconciling invoices or checking documentation. I became a designer because I love creating spaces, understanding people, working with materials and seeing an idea develop into something real
As a business owner, I also recognise that creativity alone is not enough. Our clients deserve careful management, accuracy, reliability and personal attention throughout the process. AI is helping me bring these responsibilities into better balance. By reducing repetitive work and helping us identify potential problems, it creates more time for the judgement, creativity and relationships that define good design
I do not believe AI will replace interior designers. But I do believe it can change the way we work, giving us more time and greater capacity to do the work that matters most