Don’t Obsess Over AI, Obsess Over HI

Future Trends - Nick Webb

The business world is fixated on artificial intelligence (AI) and its potential to both benefit and harm. In fact, we spend so much time obsessing over machine intelligence that we often overlook the true superpower: human intelligence (HI). Here are four key insights from my upcoming book, Human Experience Innovation, that you should consider as you prepare to integrate AI into your enterprise strategies.

What is Human Experience Innovation?

Human experience innovation is the formal process of gaining insights, developing strategies, and implementing actions to enhance the experiential value for the human ecosystem you serve. This includes customers, buyers, employees, patients, or, if you're an association, members. At the end of the day, we must recognize human intelligence as our greatest enterprise asset and human experience value as our most significant value proposition.

Get Real and Actionable Insights

Most organizations rely on surveys and other sterile data signals to understand what matters to the people they serve. However, innovation requires actionable insights. Leveraging outdated methods to gauge what customers and employees care about is a recipe for failure. Instead, consider using advanced techniques like collaborative ideation, insight hackathons, and improved data analytics.

Examples of Insight Hackathons:
Insight hackathons bring together customer-facing stakeholders with a specific innovation target in mind to create new solutions and improve experiences. For instance, a hackathon could be centered around reducing friction and confusion in the onboarding process for new customers. By focusing on this specific challenge, participants can collaborate to develop innovative approaches that significantly enhance the customer experience.

Complement HI with Technology

AI and other technologies should be seen as tools to complement, not replace, human intelligence. For example, leveraging robotic process automation (RPA) can automate repetitive and non-human tasks, freeing up valuable time for your team to focus on what humans do best: being human. According to a recent McKinsey & Company study, using RPA can improve efficiencies by as much as 30% by allowing AI to handle the heavy lifting of repetitive tasks. This, in turn, empowers your team to focus on activities that require human intelligence and creativity.

Build Holistic Strategies

Many organizations only focus on one of the five participants within the human experience ecosystem. To deliver exceptional value to your marketplace, you must gain insights across all participants in your ecosystem. This holistic approach enables you to create better experiences that improve human value. Strategies should encompass not just technology but also the human elements that drive success.

Human Intelligence and Experiential Value Are the New Mandate

In an era of digital ubiquity and rapid change, organizations need to prioritize human intelligence and experiential value. Yes, this requires a budget, dedicated people, and a commitment to a strategy supported from the top of your organization, including the Board of Directors.

Organizations must begin discussing how they will serve the human ecosystem by leveraging new practices and technologies. Artificial intelligence is a tool, but it is useless without human intelligence to architect and enhance experiential value. By combining human creativity with advanced tools lik

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