This paper explores the role of enchantment in the design of AI products by constructing a taxonomy of design approaches that either enhance or diminish the perception of magic and enchantment. The authors, Maria Luce Lupetti and Dave Murray-Rust, from Delft University of Technology, start by examining the discourse surrounding recent developments in AI technologies and the use of magical metaphors to describe these technologies. They analyze 52 student projects from a Master's course in design and AI to identify seven design principles that influence the perception of enchantment and disenchantment. These principles include applying magic metaphors, using stage magic principles, materializing beliefs, manifesting mechanisms, presuming AI, playing with AI, and summoning AI as a supernatural entity. The paper concludes by discussing how this taxonomy can be applied by design and HCI practitioners to support exploration and reflexivity in their work. The authors emphasize the importance of understanding the dynamics of magical thinking in AI design to create more transparent and socially responsible AI products.This paper explores the role of enchantment in the design of AI products by constructing a taxonomy of design approaches that either enhance or diminish the perception of magic and enchantment. The authors, Maria Luce Lupetti and Dave Murray-Rust, from Delft University of Technology, start by examining the discourse surrounding recent developments in AI technologies and the use of magical metaphors to describe these technologies. They analyze 52 student projects from a Master's course in design and AI to identify seven design principles that influence the perception of enchantment and disenchantment. These principles include applying magic metaphors, using stage magic principles, materializing beliefs, manifesting mechanisms, presuming AI, playing with AI, and summoning AI as a supernatural entity. The paper concludes by discussing how this taxonomy can be applied by design and HCI practitioners to support exploration and reflexivity in their work. The authors emphasize the importance of understanding the dynamics of magical thinking in AI design to create more transparent and socially responsible AI products.