Durex Si (Sexual Intelligence)


Durex want to become the trusted advisor and digital destination for all things sex.

In research, we found that people visited clinical impersonal health sites or got scary incorrect advice from Google; so we created Si.

Si (or ‘Sexual Intelligence’) is a personal digital sex guru powered by AI.  Si answers your questions and continually evolves and learns with you. (Yes, Si has ‘accidentally’ been named after myself)

Currently in beta.
Launching in Russia soon.


Si is a guru that can live anywhere - from physical products to online content. 
Below are potential future user journeys.