Yury leads a team comprising UX and visual designers at one of the largest Russian Internet companies, Mail.Ru Group. Upgrade your inbox and get our editors' picks twice a month. Digital products are getting more and more complex. In this article, Yury Vetrov explains why we need to support more platforms, tweak usage scenarios for more user segments, and hypothesize more. I've been following the idea of algorithm-driven design for several years now and have collected some practical examples. The tools of the approach can help us to construct a UI, prepare assets and content, and personalize the user experience. The information, though, has always been scarce and hasn't been systematic. However, in 2016, the technological foundations of these tools became easily accessible, and the design community got interested in algorithms, neural networks and artificial intelligence (AI). Now is the time to rethink the modern role of the designer.