Expert Mode: Designing Human-Like Experiences in the Age of AI
This article was based on the interview with AJ Joplin, Senior Analyst at Forrester by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
The rise of artificial intelligence has opened exciting new avenues for brands to connect with their customers. Yet, amidst the rush to implement the latest AI-driven solutions, it’s crucial to remember that technology should serve human needs, not the other way around. Just because a technology can be implemented, doesn’t mean it should be. AJ Joplin, Senior Analyst at Forrester, emphasizes the importance of human-centered design in creating interfaces that feel intuitive, conversational, and even empathetic. Marketing leaders must resist the urge to treat AI as a “condiment” sprinkled indiscriminately across every customer touchpoint. Instead, a thoughtful approach grounded in deep customer understanding is essential to unlock the true potential of AI.
In a world saturated with technological advancements, the challenge for marketing leaders is to cut through the noise and deliver experiences that resonate with their audience. This involves moving beyond reactive and assistive interfaces toward anticipatory experiences that predict and address customer needs before they even arise. However, striking the right balance between helpful anticipation and intrusive prediction is a delicate act. Joplin’s insight in this area is particularly valuable for marketing leaders navigating this evolving landscape.
Knowing Your User: The Foundation of Human-Like Interfaces
Joplin stresses the timeless principle of “know thy user” as the cornerstone of effective interface design. Technology, while becoming increasingly sophisticated, can only feel truly human-like when it is tailored to the specific context of a customer’s experience. This requires a deep understanding of customer needs, use cases, and goals.
“What really makes it feel human-like for customers [is when the experience is] contextualized to that particular experience, to those particular needs, use cases, goals that customers may have in mind.”
This quote underscores the importance of moving beyond generic AI implementations and focusing on creating personalized experiences that resonate with individual customers. For marketing leaders, this means investing in robust customer research and data analysis to gain a granular understanding of their target audience.
Anticipatory Design: From Helpful to Intuitive
The transition from reactive and assistive interfaces to anticipatory ones requires a nuanced design approach. Joplin advocates for a thoughtful application of predictive capabilities, emphasizing the importance of providing genuine value to the customer without crossing the line into intrusiveness.
“…when I’m shopping on a website and it knows my size… Not only did we pre-fill it based on the data we have about you, most people who buy this size like this size and don’t return this size… that’s really helpful.”
This example illustrates the power of anticipatory design when grounded in relevant data and customer insights. By pre-filling the size field, the website reduces cognitive load for the customer while also offering a data-backed suggestion. This approach fosters trust and reinforces the brand’s commitment to customer convenience.
Beyond the Org Chart: Embracing the Total Experience
Joplin highlights the importance of a holistic approach to customer experience, emphasizing the interconnectedness of brand experience and customer experience. This requires breaking down internal silos and fostering communication across different departments within an organization.
“You can win as many customers as you want, but if you can’t retain them, then what was the point? And then why have a wonderful customer experience that nobody knows about?”
This quote encapsulates the essence of the total experience, emphasizing the need for alignment between customer acquisition and retention efforts. Marketing leaders must champion a cross-functional approach to experience design, ensuring that all customer touchpoints contribute to a cohesive and compelling narrative.
Measuring Success: Beyond Traditional Metrics
In the age of AI, traditional customer metrics like NPS scores may not be sufficient to capture the full picture of customer experience. Joplin advocates for a more nuanced approach to measurement, incorporating feedback loops from various sources, including social listening and real-time customer interactions.
“So what kinds of listening loops do you have in place? Social listening, right, after the fact, things that we’ve already made. What kind of feedback loops do we have in terms of measurement while we’re building things?”
This highlights the need for continuous monitoring and adaptation based on customer feedback. Marketing leaders must embrace agile methodologies and iterative design processes to ensure that their AI-driven experiences remain relevant and effective in a rapidly changing landscape.
The insights shared by AJ Joplin offer valuable guidance for marketing leaders navigating the complexities of AI-driven customer experiences. By prioritizing human-centered design, embracing anticipatory thinking, and fostering a culture of collaboration, brands can unlock the true potential of AI to create meaningful and lasting connections with their customers. It’s not about simply adding the latest technological bells and whistles; it’s about using technology thoughtfully and strategically to enhance the human experience. By focusing on customer needs and building internal capabilities, marketing leaders can create a future where technology seamlessly integrates into our lives, making interactions more intuitive, more enjoyable, and ultimately, more human.
