Designing the very first Generative AI for a PR SaaS can be a challenge. Recently, we developed an AI Assistant that helps our users write good quality press releases. I will share our process of designing Generative AI - starting from defining business requirements and hypotheses, then going through the design process and collaboration with other stakeholders, ending on what went well and what didn’t. I will also share some tips and tricks for designers - how to navigate through the unknowns around AI and how to design when good practices are not yet set.