“The main tenet of design thinking is empathy for the people you’re trying to design for. Leadership is exactly the same thing – building empathy for the people that you’re entrusted to help.”
– David M. Kelly
Hi Everyone,
Empathetic AI … The whole company was founded on the idea that personalized experiences in a digital world would drive better business results than one experience for everyone. We’ve done a good job of progressing our service offerings to include personalization tools, audience, and segmentation models based on data over the last 13 years. Essentially creating different journeys for different audiences as they navigate through digital properties. It’s been great.
However, with the advent of OpenAI and the tools that we are building, we are going to evolve the notion of personalization to include empathic and natural language responses for the visitors of the digital properties that we build. Imagine a more conversational style of engagement in addition to navigation or a menu. We want to create experiences that feel warm, empathetic, and emotionally appropriate while also providing the option for task-based, action-oriented activities.
AI will give us the tools to model language/content, consistent with someone’s sentiment, matching tone, and temperament to the individual seeking information. A fireside chat as if that’s necessary or a quick abbreviated exchange if that’s more appropriate. We want to meet people wherever they are on their journey. Need to learn more, “Great!, how can I help you?” Ready to buy today, “Perfect! Let’s get you rung up!” Just browsing, “Take Your Time!, let me know if you need anything.” You’d hear these phrases if you were shopping in a department store.
AI will allow us to build solutions that are more akin to talking with a friend than surfing a website. We are going to need to rethink a lot of things in our business, how we create user experiences, how we build marketing platforms, and how we create learning models for our machine learning. I am very excited about this new chapter in the web and the creative work we are going to do together.
Let’s go be great!
Brad