Human centered design is way better than ChatGPT. Just ask it.

I am glad Henry Ford didn’t use Chat GPT.??Disclaimer: I admit I am hooked on using ChatGPT for all sorts of questions I have.?And it’s brilliant.?What are the fastest snacking trends in Europe??Great insights for questions like that.?

Why can’t I beat my 10 year old at chess??Unfortunately, ChatGPT is useless here because while it can summarize all of the world’s smartest current chess strategies into 50 words, it cannot understand?me personally and what I need to do to win.?

ChatGPT is the most consumer facing example of the power of AI.?But currently it’s a resource to create insights, not a solution to solve consumer problems.?Human centered design is THE capability we must have and will always need as leaders to create great solutions for human needs.?ChatGPT cannot tell you about solutions that do not exist.

Last week, I was having lunch with a film maker talking about the impact of AI.?He reflected that ?Netflix is losing subscribers because of their approach to greenlighting new films using AI compared to HBO and Apple which have all the recent breakout hits.?He talked about how Netflix uses their AI algorithm to summarize all the recent successful series, then they only greenlight similar copycat productions.?Where as, breakouts like Succession come from networks that start by looking at what consumers really would love to watch but have not seen before.?The series you talk about with your friends all come from studios who make bold decision starting from human centered design.?

At 玛氏食品 , we have recently re-emphasized with our global leaders the need to start with human centricity in our strategies because our brands need to address new needs our consumers have never had before.??

I was lucky to learn to use human centered design early in my career training with the 美国斯坦福大学 dSchool.?They preach a simple 5-step model I have always used:

1.??????Empathize with the User

2.??????Define the Problem

3.??????Ideate a Solution

4.??????Prototype that Solution

5.??????Test it with Users & Iterate

ChatGPT fails at the first step.?It cannot empathize.?I know ChatGPT agrees with me because I asked it and here is what it said:

"Human-centered design is better than ChatGPT because it involves direct engagement with users to create products that meet their needs and preferences. ChatGPT, as an AI language model, lacks the ability to fully understand and empathize with human experiences and emotions, and may not always provide optimal solutions."

Another brilliant insight from ChatGPT!