The key to successfully applying artificial intelligence in the real world is to get up close and personal with the people who'll to use it, executives agreed during a roundtable discussion about A.I. during Fortune's Brainstorm Design conference in Singapore last Thursday. "The reason we all wear black shirts, by the way, is that you can't see the blood splatters on them, because we need to be so close to the action that we're getting covered in blood," said Sean Carney with a smile. Carney, who indeed was wearing a black dress shirt, is chief design officer for Philips, which claims substantial market share for A.I.-driven healthcare tools. Many clinicians worry that new technologies will put them out of a job. It's the wrong mindset, Carney said.