From Hype to Impact: Redefining AI for a Human-Centered Future
Artificial intelligence (AI) is the buzzword of the century, infiltrating everything from smartphones to self-driving cars. But amidst the hype, a curious discrepancy emerges: the gap between what AI actually does and how people perceive it. As product marketers take up the flag of AI’s technological advancements, the question of perception becomes more pointed. Do your customers know what AI is? Do you know how they feel about using AI in their daily lives?
The first step is to define what AI means for your brand, which starts by defining AI itself. According to McKinsey, AI is the simulation of human intelligence processes by machines, especially computer systems. A recent Pew Study shows that while 90% of adults in the US are aware of AI, only 30% can recognize common examples of how AI shows up in daily life. Additionally, the majority of adults in the US are more concerned than excited about using AI in daily life, with the top concerns being job losses and security.
Similar to when personal computers were being marketed to early adopters and enthusiasts, the messaging emphasizes the transformative potential of the technology. Benefits to productivity and workload speed are touted as great wins for the workplace.
That’s exciting to think about: four-hour work weeks and a better balance between work and life. Then the coin flips. Layoffs in the technology industry are rampant, with 51 companies announcing layoffs within the first 17 days of 2024, and headlines tout a move toward AI as the reason.
While the public dialog about AI will continue to evolve, make sure you take steps to understand how your customers define AI. Help them see the value you bring, not just to their business or work, but to their livelihoods.
About the Author
Kristen Marshall Talley has decades of experience in the technology industry, working at Google, Microsoft, AWS, and Salesforce. Starting her career as a seller of text ads to companies like Expedia and LucasArts, she spent eight years living and working in Asia and Europe, building strategic programs to help small and large businesses make the most out of emerging technologies. Kristen currently runs her own consulting firm, Enablement Consult, specializing in Go-To-Market acceleration and M&A integration strategy.
