Today we’d like to introduce you to Laurie Forehand.
Hi Laurie, we’d love for you to start by introducing yourself.
I’ve always been drawn to creativity and problem-solving – whether that was through design, psychology, or technology. Early in my career, I loved helping businesses shape their brands, crafting visual identities that told compelling stories. At the same time, I was fascinated by how people interact with technology and how thoughtful design could make those interactions feel more intuitive and human.
That curiosity naturally led me into product UX design, where I’ve spent over 15 years working with leading tech companies to create seamless, user-centered experiences. Alongside that, I ran my own branding agency, 1201AM Creative, where I helped businesses bring their ideas to life through strategic design and storytelling.
As technology evolved, so did my interests. I became deeply intrigued by conversation design and AI – not just as automation tools, but as ways to create more meaningful and intelligent interactions. This inspired me to reposition as 1201AM Creative Labs, applying the same strategic approach I once used for branding to AI-driven experiences. Now, I focus on building AI-powered tools and applications that enhance human potential – whether through intelligent assistants, interactive learning experiences, or apps that help people reframe subconscious beliefs and interpret dreams.
At my core, I’ve always been passionate about the intersection of technology, psychology, and human experience. Today, my work reflects that blend – developing AI-driven products that feel personal, intuitive, and transformative.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The journey has been anything but predictable. One of the biggest challenges has been navigating the rapid shifts in technology while staying true to my core vision. AI and conversation design are still evolving fields, and integrating them in a way that feels natural and truly enhances user experiences requires constant learning, adaptation, and a willingness to push boundaries.
Another challenge has been balancing my passion for innovation with the realities of running a business. Early on, I tried to do everything – consulting, branding, AI development – until I realized that not everything aligned with what I truly wanted to create. Refining my focus and stepping fully into AI-driven product design has been a game-changer, allowing me to build something both scalable and impactful.
Appreciate you sharing that. What should we know about 1201AM Creative Labs?
Today, my work revolves around AI, UX strategy, and human-centered design. Through 1201AM Creative Labs, I build AI-powered applications and conversational interfaces that help businesses create more engaging and intuitive digital experiences. My focus is on AI-driven product strategy, helping brands move beyond simple automation into more meaningful, personalized AI interactions.
Beyond my agency, I’ve worked with companies like Google, IHG, and SoftBank, refining their UX and AI strategies to create more seamless and intelligent user experiences. I’ve also developed AI-powered applications designed to help people reframe subconscious beliefs, interpret dreams, and enhance personal growth – merging my background in psychology, design, and technology into something truly unique.
Where do you see things going in the next 5-10 years?
The AI landscape is evolving rapidly, and we’re on the cusp of a major transformation in human-AI interactions. Over the next 5-10 years, AI will become more emotionally aware, intuitive, and deeply integrated into our daily lives. Instead of just automating tasks, AI will be able to understand users on a deeper level, anticipate needs, and create hyper-personalized experiences.
In product design and UX, we’ll see AI move from being a backend tool to a front-facing, interactive assistant – helping users navigate complex decisions, personalize their experiences, and even support mental and emotional well-being. The companies that succeed will be the ones that go beyond AI for efficiency and focus on AI for connection and transformation.
The next decade will be about making AI feel less like a machine and more like an extension of ourselves—a shift that excites me and continues to drive the work I do.
Contact Info:
- Website: 1201amcreativelabs.com, laurie-forehand.com
Image Credits
Laura Casan
