Researching AI? Start with humans
💡 Key take-outs:
Generative AI is creating new business opportunities.
To unlock these opportunities, start with your customers and find out how they are using generative AI.
The least you can do is to help your customers navigate the world of AI in ways that make sense to them.
Generative AI is here, revolutionizing the world of work. How will your business engage with it?
A lot of the discussion around generative AI at the moment concerns how businesses can use it to optimize processes, speed up tasks and increase efficiencies. But the real opportunity lies in business model innovation.
How might generative AI help you change the way that you do business? How might it help you to create new lines of business, or potentially even transform your business entirely?
To answer these questions, you need to ask how generative AI can help you change the way that you create and deliver value to your customers.
At Phase One Insights, we’re keen to work with companies that are asking these questions. We’re doubling down on what we do best - human-centred research to reveal real customer problems, and to help our clients solve for them.
How are your customers using generative AI?
We recently completed an internal research project on how generative AI is changing professional life. We set out to gather light touch insights that would help guide further research. But the project enabled us to to forge a much deeper level of insight than we expected.
Take a moment to hear from our participants themselves (5m25s video).
For us, the results of this project highlight both the opportunities and challenges presented by generative AI.
People are thinking deeply about generative AI and imagining new use cases
💡INSIGHT: To understand how your business can use generative AI, don’t focus on the tools. Talk to your customers and find out how they’re using the tools. Think about how these use cases key in with your realm of products and services and build from there. Stay 100% focused on creating customer value.
Generative AI is “problematizing” the world of work in new ways, producing new needs and expectations
💡INSIGHT: Generative AI is changing people’s perceptions of life and work by bringing to light just how tiresome and unnecessary many ordinary tasks actually are. One way to determine how to create customer value through generative AI is to find out what kinds of tasks have become problematic for customers in light of these new tools and figure out how to solve for these emerging problems in creative ways.
People need help with generative AI, particularly in underserved sectors
💡INSIGHT: One important functional (and emotional) job that customers have at the moment is to keep up with the pace of change in the new AI-empowered world. Frankly, we’re all drinking from the firehose and feeling overwhelmed. If you understand your customers’ needs and challenges, you can help them navigate the world of AI by feeding them insights that speak to their pains and help address them. If they’re feeling left behind by technology, they’ll appreciate your help. They’ll appreciate it all the more if it’s targeted and tailored to their situation.
We are here to help
The video embedded in this post is an example of the kind of voice of the customer showreel that we create for clients all the time. We find these videos are an excellent way of sharing the results of research so that it sticks.
If you’d like to learn about how generative AI is changing your customers’ lives (or any other topic), drop us a line. We’d love to bring your customers - and their problems - to life.
