AI: Artificial Intelligence or Artificial Interpretation?

AI is not really Artificial Intelligence—it’s more like Artificial Interpretation. Think about it: AI is not sui generis. It doesn’t make up information. Instead, AI finds correlations in seemingly unrelated information and uses those correlations to interpret existing information in a new way.

 

With that in mind, it’s critical to approach AI from a human-centric perspective. At LighthousePE, our AI examines existing human behaviors to help brands create one-to-one personalized messages and experiences in real-time at scale. When your brand embraces AI, doing so with a human-centric approach will help you connect with motivated customers, communicate value to your customers, and generate the best AI results.

 

Help Your Customers Do What They Want to Do

 

Trying to get your customers to do what you want them to do isn’t a good marketing approach. It’s rooted in behavioral science. Behavior science research tells us that if a customer lacks sufficient motivation to perform a behavior, you can’t get them to do it. Instead, you’ll waste a lot of time, money, and effort.

 

Helping your customers do what they want to do, on the other hand, enables brands to shift customer behavior. When you combine a human-centric approach with the right mobile app AI, you can identify customers who are already motivated to buy from you, increase that behavior until it becomes a habit, and then mitigate people falling out of that habit. It’s all possible with a thoughtful approach to the AI prompt and the interpretation of implicit and explicit behaviors.

 

Communicate Value to Your Customers

 

Brands can also use a human-centric approach to AI to communicate value, not just facts. If you’re going to remain valuable to your customers, don’t just tell them what your product does; tell them what it means to them. To do this, you need an AI that interprets customer behavior to understand the product’s value to the customer.

 

LighthousePE can deliver hyper-personalized messaging that is meaningful and relevant to each individual customer based on their interests, behaviors, and motivations. For example, when a customer’s subscription is up for renewal, the best thing a brand can do is emphasize the value of the subscription to each individual customer. The subscription value is not simply the fact that a customer has a subscription; it’s what they get from it—what they use it for and how often they use it.

 

For example, if it’s an auto-renewal message on a streaming service, the brand can remind the customer of their most frequently watched shows. Even if the customer chooses not to renew the subscription, communicating in a human-centric, hyper-personalized way will help the customer feel connected to the brand.

 

Generate Better AI Results

 

Failing to take a human-centric approach when working with AI is the problem behind many AI hallucinations. For example, at one point, Google’s AI recommended glue to answer the question, “What’s the best way to keep cheese on a pizza?” It’s not entirely wrong—there’s information out there about advertisers using glue to achieve that gooey, stretchy image of cheese in pizza commercials. The AI picked up that information and concluded that glue must be the best solution.

 

On the other hand, if you approach the AI prompt from a human behavior standpoint, you will instead ask something like, “What’s the healthiest way to keep cheese on pizza using other food items?” You’ll get better, human-centric results by using a better (i.e., human-centric) prompt.

 

When using AI, you have to remember that it is not coming up with information on its own. It’s creating something out of existing information. Taking a human approach to the outcome and intelligently sequencing what you want it to do will teach the AI to produce better outcomes.

 

Take a Human-Centric Approach to AI

 

The LighthousePE difference is our thoughtful approach to mobile app AI prompts and the AI’s ensuing interpretation of customer behaviors. Because of our human-centric approach, your mobile app is valuable and relevant to the individual user.

 

Even if your brand doesn’t have a mobile app, I recommend taking a human-centric approach to AI integration. This advice applies universally, whether you’re helping your kids do homework with ChatGPT or increasing efficiency in your business. Your AI won’t work hard enough for you unless you take a human-centric approach.

 

If you’d like to learn more, contact me at [email protected] or book a time to speak with me.