A-aye or A-nay?
Erm, oh dear. Turns out that if you describe your product as using AI, it lowers a customer’s intention to buy it. The Taco Bell Distinguished Professor of hospitality business management at Washington State University (yes, that really is their title) said:
‘In every single case, the intention to buy or use the product or service was significantly lower whenever we mentioned AI in the product description.’
The two main reasons? Trust & transparency. We are human after all.
Too many good things
Maybe it’s also the ‘too good to be true problem’ that Rory Sutherland spoke about recently.
“Generally, the consumer uses second-order intelligence and says, well, if that product were really better, I’d expect them to charge more for it, so the fact that they don’t causes confusion. […] Yes, you can be better in one dimension, but you really need to be worse in another. Maybe it’s price? Maybe it’s convenience? People don’t believe three good things, in three dimensions, all at once.”
It’s time to buzz the tower
Real-life Top Gun, John Boyd, developed the OODA loop for effective decisions and leadership, particularly when competitors are involved.
“Your actions create reactions which you cannot fully predict or control. You must therefore consider leadership not as a linear process but a cycle comprising a series of repeated steps: observation, orientation, decision and action. Boyd, and the Red Queen, advise that the faster you can complete this loop, the more likely you are to be able to control events and force those slower than you to respond to your actions rather than you theirs.”
Aspiration vs. alienation
Leading with the reality of people’s lives can give brands an advantage in advertising. And so Nicola Kemp, from Creative Brief, has been asking a host of people whether brands are still treating ‘real people’ as a marketing gimmick. Simon Long said:
“40% of Cannes Lion winners this year didn’t resonate with real people says everything we need to know about most brands disconnect with ‘consumers’ […] It calls for a new perspective on research. Swapping vague consumer insights for real truths that care for the people in question (hopes, emotions, desires etc). Rather than simply looking at consumption in isolation.”
How scared should we be?
Like me, when on holiday, I’m sure you’ve all been asking, ‘can AI make a data-driven visual story?’ Spoiler alert: No, but it’s getting there.
The folk at The Pudding broke down their storytelling process into 4 steps, guiding AI through each before giving it a grade. The final card? C+
“It’s sort of like comparing a woodworking artisan’s table to one from IKEA. The artisans invest immense time and effort into their high-quality pieces, while IKEA produces things quickly and cheaply, and most people probably can’t tell the difference (or don’t care). Which is kind of sad for us artisans. With AI, we can expect a rise in superficially appealing but low-quality content. But that doesn’t mean there’s no place for craftsmanship”
And finally…
Seeing as it’s summer here in the UK, there are a few more in this section than normal. Forgive me, they’re all great.
Author Colm Tóibín’s writing routine. A nice change from the usual blogweasel gubbins.
Cover letter splendidness. ‘I like words’.
Simone Biles in slow mo. Ridiculously impressive
An infinitely better tube map. Come on TFL, you know it makes sense.
And this made me laugh – the wonder of a baby trying a kiwi.
Until next time
Alistair