MIC’d Up: Artificial Intelligence Doesn’t Want Your Job; It Wants Your Heart <3

Kelsey Johnson, May 10 2019

categories: Consumer Innovation Group

Tags: , , ,

It’s hard to believe that artificial intelligence (AI) began as a curious experiment with computer science. Today, the technology saturates nearly every part of our daily lives, having grown into a multi-billion-dollar industry seemingly overnight. Business operations have evolved completely because of it, and now it is slowly changing the way consumers connect with one another more personally, too.

Last week, Swedish energy company Stockholm Exergi, in partnership with Accenture Interactive, released Memory Lane, a prototype voice app that has the intellectual know-how to foster natural conversations and piece together highly detailed stories of a user’s life. It even can create audio recordings or printed books to share with family and friends. The trial run is starting with seniors (65+) in the Stockholm area.

But really, what’s the big deal?

They’ve been lowkey about it, but, Stockholm Exergi and Accenture Interactive just introduced the next phase of AI evolution. The Amazons and Googles of the world stalled somewhat with automated voice assistants – creating intelligence that can assist with basic tasks, but only on a reactive basis.

Memory Lane flips the switch. It relies on a proactive approach, meaning the technology leads the conversation, catching specific details about someone’s life and following up with intuitive questions. Things like, ‘Where are you from? Where did you grow up? Did you have any sisters or brothers?’

Pretty incredible, right?

The team at March is definitely excited. We support some really cool clients doing big things for the field of AI, like Affectiva, Aerohive and Forge.AI, so we’ve always got our finger on the pulse of the industry, looking for the next story. This could be it!

Memory Lane has the potential to drastically shift consumer perceptions of AI. While there’s a lot of curiosity around the disruptive technology, there’s also quite a bit of concern. Memory Lane takes the edge off, making AI an easier pill to swallow. It tells a holistic story about an innovation that’s bringing value back by talking back.

It’s a great case study for brands looking to talk about AI. It’s a tough concept that usually takes a lot of explaining to fully understand, especially for the B2C audience. Ultimately, they’re more interested in the end product and the personal benefits it delivers, not the nuts and bolts of the innovation. Memory Lane gives people a very tangible way to understand the technology, without getting too involved in the details. And they do it by starting with the story, tugging on the heart strings of those of us who have loved ones growing older. It’s extremely relatable. I bet we’ll soon see others following suit!


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