Exclusive Event

Design Evenings TO: Designing for Speed and Scale with AI

Brian Lin, Design Director of Growth at HelloFresh, provided an inside look at how one of the world’s leading meal-kit brands was rethinking experimentation and creativity in the age of AI.

BrainStation Toronto
Event Recap
Jan 29, 2026

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Brian Lin

Design Director, Growth

Brian Lin

Design Director, Growth

"Don't 'AI' the human part. The slurping of the noodle part. The enjoyment of what we do... You need to make very intentional decisions on what you pass off to AI and what is distinctly human."

Brian Lin

Design Director, Growth

Brian Lin is Design Director, Growth at HelloFresh, where he leads a global team focused on experimentation, optimization, and creative performance. With a background spanning design leadership, growth strategy, and product innovation, Brian’s work centres on blending data, design, and storytelling to drive business results.

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