Expert Mode: The Untapped Potential of Digital Accessibility
This article was based on the interview with Mike Paciello, Chief Accessibility Officer at AudioEye by Greg Kihlström, AI and MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Digital accessibility has often been treated as a compliance checkbox rather than a strategic imperative. However, overlooking accessibility means neglecting a substantial portion of your potential audience – roughly one in four US adults live with a disability. Beyond the legal and ethical considerations, embracing accessibility unlocks significant business opportunities, enhancing brand reputation, expanding market reach, and ultimately driving revenue growth. Mike Paciello, a pioneer in digital accessibility, illuminates the compelling business case for prioritizing inclusive online experiences, emphasizing the often-overlooked segment of users with cognitive disabilities and the transformative role of AI in achieving scalable accessibility solutions.
Beyond Compliance: A Business Opportunity
Paciello highlights the misconception that accessibility is solely driven by compliance. While lawsuits can be a motivator, he stresses the broader business value proposition: reaching a wider audience. “The business value proposition,” Paciello explains, “is to sell what you’ve got, but to a broader audience and keep them in mind.” This means designing and developing digital properties with accessibility as a core principle, not an afterthought. By following established guidelines like the Web Content Accessibility Guidelines (WCAG), businesses can tap into a significant market segment and foster brand loyalty. This approach resonates with customers who appreciate a company’s commitment to inclusivity, ultimately driving business growth.
Cognitive Accessibility: The Often-Overlooked Aspect
Paciello underscores the importance of addressing cognitive disabilities, a frequently overlooked aspect of digital accessibility. He points out that this group represents a substantial portion of the disabled population, yet their needs are often not adequately addressed. “The largest population are individuals with some version of cognitive disability…So right off the bat, when you’re talking about a digital society…it’s how do I design and develop that in a way that they can render it so that they can understand it?” This requires a shift in perspective, moving beyond readily apparent disabilities like visual or auditory impairments to consider the diverse spectrum of cognitive differences. By understanding the challenges faced by users with cognitive disabilities, businesses can design more intuitive and user-friendly interfaces that benefit everyone.
Shift Left: Building Accessibility from the Ground Up
Paciello champions the “shift left” mentality, advocating for incorporating accessibility from the very beginning of the design and development process. He draws an analogy to building a house: “If you don’t build accessibility into the core of your software environment, then somewhere along the line, it’ll catch up with you.” Retrofitting accessibility can be costly and time-consuming, much like fixing a shaky foundation. By integrating accessibility considerations from the outset, businesses can avoid these expenses and create a more robust and inclusive product. This proactive approach also ensures a seamless user experience for everyone, regardless of ability.
The Role of AI in Scaling Accessibility
Paciello acknowledges the transformative potential of AI in improving digital accessibility. He notes its current applications in automated remediation, scaling accessibility efforts, and reducing costs. “What we could do with AI and automation is we can scale and build it faster and fix things, enhance things faster.” While AI is a powerful tool, Paciello emphasizes the continuing importance of human expertise. He likens accessibility specialists to “surgeons of the software industry,” highlighting the need for skilled professionals to pinpoint and address complex accessibility issues. The combination of AI and human expertise offers a promising path toward achieving comprehensive and scalable digital accessibility solutions.
Digital accessibility represents not merely a compliance obligation but a strategic opportunity. By embracing accessibility, businesses can cultivate brand loyalty, tap into a significant market segment, and foster a more inclusive online environment. Paciello’s insights illuminate the importance of moving beyond a checkbox mentality to fully integrate accessibility into the design and development process. As AI continues to evolve, it will play an increasingly vital role in achieving scalable accessibility solutions. However, the human element remains crucial, ensuring that digital experiences are truly inclusive and accessible to everyone. The business case for accessibility is clear – it’s not just the right thing to do; it’s the smart thing to do.
