During the “Dirty Little Liars: Why Are There Product Failures?” panel, McKinsey partner Mahin Samadani explained that providing impact in the new tech landscape requires us to think empathetically while also scaling insights. Machine learning can augment the design process to help us combine data (the fuel) with empathy (the spark).
Samadani explained a successful approach to gaining insights and scaling empathy-driven design: “With quantified experience design (QED), we explore things from a qualitative standpoint; then, using machine learning, we scale this and identify the opportunities and impact. One doesn’t come before the other: it’s a back and forth, a dialogue. You can get more advanced as the organization gains capabilities, but start with a survey — the original machine learning.”
We noted that people are developing a much more sophisticated understanding of AI, with more insightful questions asked by the audience during this year’s SXSW panels. The conversation moved beyond AI’s role in efficiency, automation, and cost savings at a macrolevel to its use in more sophisticated areas such as adaptive-learning algorithms and personalized 3-D printing for commerce.
According to McKinsey partner Mehdi Miremadi, people acknowledged the need to be objective about AI’s role. While there are risks (e.g., privacy), McKinsey research has shown that AI can deliver significant benefits to society. Says Miremadi, “AI has been around for decades, and it’s important that we all stay objective. AI will actually bring the creation of new jobs.”