Uploaded March 2026 | Updated September 2026, 3 weeks ago

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My guest in this episode is Joel Bailey, (linkedin.com/in/joelbaileyuk/) product and service director at Arwen.ai (https://arwen.ai) , a four-year-old marketing technology startup that uses AI to help brands to manage and moderate their social media comments at scale.


Joel brings 25 years of experience working in service design roles, leading change and building new stuff for a diverse range of organisations. We talked about his journey into Service Design, Service Design and AI, navigating AI and social media, the future of design and much more.


Note: Given the fast pace of developments in AI, I should point out that we recorded this in June 2025. I had a big backlog...



Timestamps


00:00 Introduction to Service Design and AI  
04:50 The Journey to Service Design  
10:00 Understanding Service as an Outcome  
15:08 The Role of AI in Social Media Management  
20:11 Challenges of Moderation on Social Media  
25:32 The Evolution of Business Models  
26:36 The Role of AI in Startups  
29:13 Navigating AI and Content Moderation  
30:20 Understanding AI Bias and Ethics  
31:43 Engaging with AI in Social Media  
35:11 The Future of Design and AI  
40:21 Creativity in a Fast-Paced Environment  
44:56 The Importance of Service in Design

Links

Joel
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- Arwen: arwen.ai
- Joel on LinkedIn: linkedin.com/in/joelbaileyuk

Andy
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- Website: polaine.com (polaine.com/)
- Newsletter: pln.me/nws
- Podcast: pln.me/p10
- Design Leadership Coaching: polaine.com/coaching
- Courses: courses.polaine.com (courses.polaine.com/)
- LinkedIn: linkedin.com/in/apolaine
- Bluesky: https://andypolaine.bsky.social (https://andypolaine.bsky.social/)
- YouTube: youtube.com/@apolaine