Durex Si (Sexual Intelligence)


Durex want to become *the* trusted advisor for sex & relationships and the digital-destination for sex education.

Currently people visit clinical health sites or get scary ‘advice’ from Google, so we created Si. Si (short for Sexual Intelligence) is a personal digital sex guru, powered by AI.

Using conversational UI, Si answers your questions and continually evolves with you (and yes, Si has ‘accidentally’ been named after myself)

Currently in beta.
Launching in Russia soon.



The strength of Si is in the idea’s scale.
Below are potential future user journeys.