Take a human-centred approach to get lasting business impact from AI

Don’t let technology hype undermine your AI projects. Take people’s attitudes, behaviours, needs and desires into account and you’ll get well-adopted AI initiatives that focus on what really matters and deliver true value.

When AI projects are guided by human-centred design, they align better with people’s needs, creating solutions that resonate deeply with users and stand the test of time. Those who go in all guns blazing to implement the tech bit without considering people and processes will quickly find their solutions are under-adopted, unsustainable and delivering poor outcomes.

Good design can help you avoid costly missteps and ensure that your AI-driven product or service is efficient, adaptable and resilient in the face of changing market conditions. Here are some of the ways we’re finding a strategic, human-centred approach is helping our clients get AI right.

Assessing fit and feasibility

Not every problem needs an AI solution. Amid the hype, a crucial question often gets overlooked: is AI even the right tool for the job? Despite what some technology providers might tell you, AI isn’t a magic bullet. It should be one of many tools in your strategic toolkit, and its value depends on the context and the problem at hand. So, before jumping headlong into an AI project, decide whether this shiny new thing is truly the best fit.?

There’s also the question of whether AI functionality is right for the end-users. Research we’ve undertaken with financial services customers found a clear generational divide in attitudes towards AI, with younger users often more at ease when it’s integrated into products, but older users approaching it with scepticism or even trepidation.

AI initiatives that are closely aligned with the needs and behaviours of the end-users – whether employees or customers – lead to higher adoption rates and more meaningful outcomes. Taking a strategic design approach means understanding people’s interactions with your product or service, and gauging where AI can add genuine value. Rushing into AI without human-centred design risks creating solutions that users struggle to adopt – leading to wasted investments and missed opportunities.

Automate the mundane

AI isn’t about replacing human expertise, it’s about supercharging it. AI excels at handling the routine tasks that bog down human workers. When AI takes over routine tasks, it frees people up to focus on complex, creative challenges – areas where human expertise truly shines. This is equally true for your business processes: if you can use AI to speed up the regular tasks that make up 80% of your customer journeys, for example, then that leaves your team’s ‘human intelligence’ to focus on the 20% of outliers and edge-cases that require attention and expertise.

What’s more, we’ve found that customers really value human involvement, especially when it comes to critical decisions. By letting AI take care of the routine and lower-value tasks, we can direct human skills to where they’re most needed, keeping employees engaged in work that is not only meaningful but also essential.

Communicate your intentions

If you’re adding AI to the mix, make sure you communicate your intentions effectively. Rolling out this new tech isn't enough: success hinges on how well your users understand and embrace it. This means more than just explaining the nuts and bolts of AI – it’s about addressing concerns, setting clear expectations, and creating a shared vision.

Transparency plays a crucial role here, both with customers and within your team. Gaining early alignment with any new technology helps mitigate resistance, making the transition smoother and the outcomes more successful. When teams feel informed and engaged, they’re more likely to see AI as an enabler of their work rather than a threat.

Senior leaders who champion AI need more than just technical solutions – they need a clear vision of how these technologies will transform their business. Strategic design provides the framework for this vision, helping leaders not only implement AI but also steer their organisations towards impactful, sustainable change.

Preserve what matters

Despite the doomsayers, AI isn’t coming for your job – not yet, anyway. However, as AI becomes more integrated into the workplace, there is a real concern about its impact on the aspects of work that employees find fulfilling. People have valid concerns about AI eroding human skills or sapping the satisfaction out of their roles. To paraphrase one writer, “I don’t want AI to write for me so I can focus on the ironing, I want it to do the ironing so I can focus on writing”. So how can we ensure AI enhances our work rather than detracting from our enjoyment of it?

Strategic design has a role to play here, too. AI can be implemented in a way that complements human strengths instead of replacing them. With the right approach, you can design your implementation of AI such that it preserves what we enjoy and maintains a sense of purpose.

The success of any AI initiative hinges on this strategic, human-centred approach. AI can be a tool for real progress—one that amplifies human skills, enriches experiences, and drives meaningful change. AI’s real power is in enhancing, not overshadowing the human elements of workplace and customer interaction. When guided by thoughtful design and a deep understanding of both customers and employees, AI can be a powerful tool for creating better experiences across the board.?

AI's true potential lies not in automating the status quo, but in rethinking how we work, interact, and innovate. In the fast-moving world of AI, it’s easy to focus on immediate gains. But those who take the time to embed strategic, human-centred design into their AI-driven work will not only see quicker adoption but also reap the rewards of more sustainable, impactful innovation.?

Want to get started with your own AI initiative but not sure where to start? Talk to us about an AI Proof of Concept workshop.

tl;dr: Three ways to ensure your AI initiative actually delivers business valuenbsp;

• Identify a genuine user or business problem Before jumping on an AI solution, identify the real, pressing issue that needs to be solved. Understanding the core business problem and the value you’ll create from solving it is essential to ensure your AI initiative will have relevance and impact.
• Confirm AI is the right solution AI isn’t always the best answer. Existing technology or a simpler approach may actually be more effective. Take the time to strategically evaluate whether AI is appropriate for the job at hand, otherwise you risk investing more than you need in an unsatisfactory outcome.
• Validate more than just the tech If you only evaluate the technical functionality of your AI solution, you’re setting yourself up for a fall. Assess how users will interact with and respond to AI. Real value and positive outcomes can only emerge from a solution that works technically and resonates with users.