Featured Guest Kevin Pichinte
The field of UX writing and content design has undergone a dramatic transformation in recent years, largely driven by AI and machine learning advancements. At Airbnb, this shift has created new opportunities for content designers to move beyond traditional UI text and into shaping AI-powered experiences.
To explore how this transition has played out in practice, we spoke with our UX Writing Academy alumnus Kevin Pichinte, a seasoned content designer at Airbnb, who has navigated this evolution firsthand. From collaborating with ML engineers to co-creating accessibility guidelines, Kevin’s journey offers valuable insights for content professionals looking to step into the AI space.
The Evolution of a Content Designer’s Role
With several years at Airbnb, Kevin has witnessed firsthand how AI is reshaping content design.
“The entire industry has seen a big shift with the rise of AI, and my role has evolved with it. My focus expanded beyond traditional UX content to working directly with large language models (LLMs) and the data that powers them—making my work more strategic.
I’ve moved beyond classic UI text to shape how content flows naturally within AI-driven conversations. I collaborate with PMs and ML engineers to refine outputs and identify opportunities to improve model performance.”
This shift means content designers are no longer just crafting UI text—they are helping shape how AI-driven conversations unfold. By working closely with product managers and machine learning engineers, they refine model outputs and improve performance to create more intuitive user experiences.
From Traditional UX Writing to AI-Driven Content Design
What led Kevin to transition from more manual UX writing projects to AI-focused work?
“I’m naturally curious, and AI has always fascinated me. This drove me to pursue AI learning opportunities—through courses, industry experts, and hands-on projects. So, transitioning into AI-driven content design felt like a natural evolution.
As the technology I worked with shifted to AI-driven systems, my focus pivoted as well. This allowed me to apply what I love about content and conversation design in new ways while tackling AI’s unique challenges.”
As AI-powered systems became a bigger focus within the company, Kevin’s role expanded organically. The intersection of conversation design and AI posed unique challenges, offering new opportunities to innovate and redefine content strategy.
Bridging the Gap Between AI and Content Design
One of the biggest challenges in AI content design is translating technical capabilities into user-friendly experiences. Kevin describes how he bridges this gap:
“I focus on understanding the technical landscape, user needs, and business priorities. That way, I can connect the dots between what’s technically possible and what creates the best experience.
But it’s not a solo effort. I work closely with engineers to figure out what the model can and can’t do, then use those insights to build solutions that balance feasibility with what users actually need. It’s all about hitting that sweet spot where technology doesn’t just function—it enhances the experience in a meaningful way!”
This requires deep collaboration with engineers to navigate what AI models can and cannot do. The goal? Finding the sweet spot where technology doesn’t just function but enhances the experience in a meaningful way.
The Role of Accessibility in AI-Powered Content
Beyond AI, Kevin has also contributed to Airbnb’s accessibility (a11y) initiatives by co-creating UX Writing Guidelines for inclusivity. That experience shaped his overall approach to content design—and his work in AI.
“Working with the accessibility (a11y) team and co-creating guidelines reinforced something fundamental for me: accessibility isn’t an add-on—it’s essential to content design. That experience changed the way I think about content, pushing me to consider clarity, inclusivity, and usability at every step.
These principles now shape how I approach AI projects. For example, since AI is only as good as the data it’s trained on and the algorithms that power it, I often think about how information is structured and presented to models. This includes considering how they retrieve, process, and deliver content in a way that makes AI interactions clearer, more inclusive, and actually useful for a diverse range of users.”
By ensuring AI models are designed with accessibility in mind, Kevin contributes to creating more inclusive and effective AI-powered interactions.
Advice for Content Designers Exploring AI
For those looking to break into AI-focused roles, Kevin shares practical advice:
“A strong first step is building a solid foundation in AI—understanding how data fuels AI, how models learn, and the basics of machine learning and natural language processing (NLP). This knowledge will help you work more effectively in this space and collaborate with technical teams.
From there, find hands-on ways to apply these concepts. The key is to experiment, be curious, and be open to new ways of thinking as AI evolves.”
As for making the career transition, Kevin emphasizes that there is no single path into AI content design.
“Everyone brings a unique background—leverage that! What truly helped me—and what I believe anyone can apply—is staying adaptable, continuously learning, and embracing the mindset of, ‘I don’t know, but I’ll figure it out.'”
Final Thoughts
AI is rapidly changing the landscape of content design, opening up exciting new frontiers for UX writers and designers. At Airbnb, Kevin Pichinte’s journey reflects how content professionals can evolve alongside AI, working at the intersection of technology, accessibility, and user experience.
For those looking to explore AI-driven content roles, the key takeaway is clear: curiosity, learning, and collaboration will be your greatest assets. Whether through formal training, hands-on experimentation, or working alongside
