Deep eutectic solvent (DES) has demonstrated its ability to improve the yield and selectivity in the 5-hydroxymethylfurfural (HMF) production process. Liquid-liquid extraction is a beneficial process in HMF production to recover HMF from the reaction medium. In the present study, the effect of DES (choline chloride urea) on the liquid-liquid equilibria (LLE) of HMF-water-organic solvent (methyl isobutyl ketone (MIBK) or 2-pentanol) systems in the absence and presence of sodium chloride (NaCl) was investigated at 313.15 K and atmospheric pressure (0.1 MPa). The tie-lines of the multicomponent systems were measured using several analytical methods. According to the experimental results, the extraction performance decreased with an increase in DES concentration. However, the addition of 10 wt % NaCl into the HMF aqueous DES solution can induce stronger liquid-liquid phase splitting, enhancing the separation factors and distribution coefficients of HMF by around 2.7 and 1.6 times, respectively. Additionally, MIBK showed better extraction performance in the presence of DES and NaCl with the separation factors 2.6 times higher than those of 2-pentanol and the HMF distribution coefficients above 1.8. The LLE of the multicomponent systems were correlated well with the nonrandom two-liquid (NRTL) model.

Data and artificial intelligence (AI) are revolutionising the way customers interfacewith organisations and vice versa. However, there is limited knowledge regarding howdata and AI are used as material during the design process. It is to this practice-research gap that this paper responds, by providing practical insight into a projectbetween a Dutch airline, named AirlineX for the purpose of this paper, and auniversity-based design team. The project let to the development of a principle forpersonality-driven design that deeply personalises digital touchpoints within AirlineX’s operations. This principle is informed by ‘big five’ personality theory from the field of psychology. Further, a framework for incorporating AI and data asmeaningful subject matter into the design process is presented. This frameworkassists organisations to develop dialogue with customers beyond the purchase pointthrough personal data, representing a democratisation of the traditional business tocustomer (B2C) perspective. The paper concludes with directions for future researchthat point toward the growing need for ethical discourse regarding technology, designand society.