Ensuring a human-centered approach to AI
Are humans on the brink of developing an even closer relationship with technology? Explore how humans can look to recent advances in AI to enhance creativity, innovation, and productivity—and how companies can take a human-centered approach to guide its application.
Every other headline seems to remind us that the machines are coming. Too often, the narrative is framed as humans versus machines, with machines displacing not just human work, but also human values and interactions. We believe that the real power of AI will be humans with machines.
How can humans continue to learn, evolve, and grow as the capabilities of machines continue to advance? That’s the question explored by the Deloitte Digital Human Experience Advisory Board—comprised of senior leaders who are passionate about the field of customer and workforce experience—when they gathered recently to discuss one of today’s most pressing and fast-evolving topics.
Here’s what we heard as Nitin Mittal, global AI leader, Deloitte Consulting LLP, joined Amelia Dunlop, chief experience officer, Deloitte Digital, to share their insights.
Artificial intelligence is reshaping society in real time, and advances recently introduced in generative AI have the potential to create a closer relationship between humans and technology, even more than the smartphone and the web. The economic and business impacts will be rapid, with AI augmentation expected to reach $4.7 trillion of business value by 2024.¹ The impact on the workforce—and how and what work is done by humans—will be significant: 80% of the US workforce will see their jobs impacted in some way.²
At its best, generative AI is not about replacement or substitution; it is about augmentation. AI can enhance human knowledge and experience, resulting in even greater creativity, innovation, and productivity.
ELEVATING CUSTOMER AND WORKFORCE EXPERIENCES
As machines get closer to replicating human cognition and decision-making, new opportunities to enhance and augment the customer and workforce experience emerge.
Consumers are already enjoying the benefits of AI. For example, augmented reality makes it possible to visualize products in a home before they are purchased, improving the customer experience and lowering return rates. Other tools help merchants write catalog product descriptions so customers can find products quickly. Customer service AI chatbots answer consumer questions immediately, 24/7, reducing support volume and resolution times. These chatbots are becoming so capable that consumers age 18-24 prefer to interact with a chatbot over a human to learn more about a product.³
AI will also play an increasingly important role in the workforce, not only in augmenting human capabilities, but in improving the workforce experience. Considering that in the near future, every college graduate will be generative AI native, organizations should anticipate delivering training and workplace experiences using AI to attract and retain this new generation of talent.
AI transformation is helping to streamline the workforce journey, activating easier sourcing solutions and simplifying the hiring path for prospective employees. AI-driven performance evaluation programs help professionals get real-time insights into productivity and efficiency.
While AI presents potential and promise for the human experience, it also presents a real and urgent challenge for leaders to mitigate concerns and create solutions for its responsible application. Data abuse, bias, misinformation, fear of replacing human workers, loss of human empathy and agency, as well as dependence lock-in and “runaway machines” are among the concerns raised by experts.
The public and private sectors are in the early days of addressing these challenges. While governments are establishing some guardrails and new regulations, they are, at least for now, lagging behind the rapid advances occurring in the marketplace. Private industry should take responsibility for approaching, developing, and using the technology wisely—and taking the lead in this realm can help organizations differentiate.
A human-centered approach to considering AI suggests four tenets to guide its application:
What do you think is required for a human-centered approach to AI experiences? What excites you the most when you think about the potential for AI and the human experience? We’d like to hear from you.
The next meeting of the Human Experience Advisory Board is slated for summer 2023. If you’re a senior experience leader interested in joining the HX Advisory board and would like an invitation to join our community of leaders at an upcoming event, please reach out to us.
1. Gartner, "Forecast: The Business Value of Artificial Intelligence, Worldwide, 2017-2025," March 12, 2018.
2. OpenAI, "GPTs Are GPTs: An Early Look at the Labor Market Impact Potential of Large Language Models," March 17, 2023.
3. LivePerson, "2023 State of Customer Engagement," February 15, 2023.