Artificial intelligence or augmented intelligence? The distinction was made during the Adobe Summit last march in Las Vegas.
And what a distinction! While the last few decades have seen the expansion of artificial intelligence approaches focused on replacing human beings through automation, augmented intelligence is described as a combination of human and artificial intelligence that completes our actions to help amplify our empathy and cognitive capacities, as well as develop more human customer experiences.
The topic was discussed in several conferences, including one of Accenture Interactive which placed the contradiction at the centre of the discussions. According to Gartner Predicts, by 2020, consumers will manage 85% of their relationship with an enterprise without interacting with a human. Still, their expectations are more likely to tend towards a Human Experience (HX) that are aligned with their desires and values, and that connect them to what they feel is important. So, in a context of mass customization where the vast majority of experiences are delivered digitally, how do you reconcile non-human business relationships with a growing consumer need for Human Experiences?
Augmented intelligence is an essential tool to leverage in order to meet this challenge, and it’s imperative for businesses to develop it by 2020. It will give organizations the capacity to create innovative, ultra-personalized experiences built on greater audience proximity. This will be achieved through instantaneous digital points of contact, improved content and a human approach.
“People are unique, – but journeys are not necessarily!” Although that message seems to defy the prescribed concepts brought forth throughout the summit, it actually specifies the role of augmented intelligence in support of mass experience-personalization strategies. Therefore, AI allows us to increase the likelihood that consumers will manage to sift through an array of choices and find what they need and what they want, with the help of recommendation models and properly organized content. This, in turn, will help organizations go from “one-size-fits-all” to “one-size-fits-nobody” experiences.
And the tools are already here. Introduced during the summit, Adobe SENSEI remarkably demonstrated the scope of possibilities. This innovation engine, covering the entire cloud platform, appears as a go-to agent for experience developers working on marketing campaigns, content personalization, website development, etc.
Our key take-away: tomorrow’s leading organizations will be those who succeed in maximizing the value of artificial intelligence through a happy marriage between humans and machines, in the service of the Human Experience.