Product design in the era of Artificial Intelligence

By J. Aditya, Asst.Professor of WSB

In the realm of Artificial Intelligence, there is an inextricable interaction between sentient beings and non-sentient beings. This phenomenon is termed as “automagical” by the scientific community. The Innovators expect consumers to embrace the magic associated with autonomous and intelligent machines. This is because we are rapidly moving away from the whole gamut of manual controls to the science fiction world populated by intelligent and adaptive robots. Therefore, there is a high probability that we are drifting into the world of technological singularity.

In such a scenario, entrepreneurs and companies need to develop products based on trends created by the technological singularity. However, trends by themselves are ephemeral. Entrepreneurs who develop products based on the existing and expected future trends are likely to fail because of the imitative nature of the companies in the marketplace. Subsequently, there will be a lack of differentiation in product design due to imitative nature. Therefore, entrepreneurs and companies need to look beyond the horizon to become the trend originators by offering uniqueness and new benefits with both pragmatic and innovative interaction with autonomous machines that arise from the technological singularity. This is important because there is a high probability of paradigm shift when there is a human-level artificial intelligence that is considered to be conscious.

Consequently, there are scenarios pertaining to how we can utilize human sciences to design exceptional offerings that are beneficial to consumers. Such scenarios are worthy of contemplation as the autonomous machines are likely to emulate the human brain. These machines may even surpass the human brain emulation to reach a level of transhumanism. In this scenario, the role of human empathy is inevitable. The exceptional product or offering designed by a human and artificial intelligence needs to be authentic, personal and intimate. By having these features, there is a high probability that specific challenges pertaining to product design are averted. For example, the MD Anderson Cancer center utilized IBM’s cognitive system to increase patient satisfaction, improve financial performance and decrease time spent on tedious data entry by the hospital’s care managers.

Furthermore, human interaction with transhuman ensures that every problem associated with product design is solved even in the midst of turbulence, uncertainty, and chaos. Perspective driven innovation will be the new paradigm in the business world. As a result of perspective driven innovation, it is highly probable that the product design will delight the customers with the adaptive interaction between human and artificial intelligence.