The rise of AI agents is forcing a new reckoning, and the design industry is once again in flux. In this talk, Emmet draws a line from previous industry shifts, through his experience working in the early era of conversational bots, to the breakthrough of Fin, Intercom’s AI agent, and uses it to explore how design as a discipline is being rewritten in real-time. Through three ages of “agency”—the human-centred design consultancies of the past, the rise of autonomous AI agents today, and the emerging hybrid creative roles of tomorrow—Emmet argues that the definition of a designer is expanding, not shrinking. But not everyone will make the leap. Combining personal experience, industry history, and a sharp-eyed look at the present moment, this talk is a field guide for designers navigating the messy middle of a transformation.