KPMG: Artificial Empathy in Digital Marketing
CHALLENGE
Create principles or a set of systems that regulate and monitor the usage of artificial intelligence in digital marketing.
SOLUTION
Prioritize artificial empathy in the development & use of artificial intelligence in digital marketing.
How I helped
-
UX Research and expansive analysis on current digital marketing methods.
-
Redesigned current interfaces accordingly, and developed prototypes.
-
Create a report based on work done.
PROCESS
With the rising advent of artificial intelligence, especially in digital marketing, it is important to make sure that its operation is ethical. For this reason, I researched collaboratively with the Product Design team at KPMG. I developed prototypes of the new designs, using an artificially empathetic approach to artificial intelligence.
Recommendations
With the consultation and guidance of the Product Design team, I recommended that artificial empathy be established in digital marketing, using the following principles:
​
-
Law of Robots by Isaac Asimov: all artificially intelligent systems should operate according to these.
-
Principles of Persuasion: should be adopted to effectively employ artificial empathy.
-
4Ps of Marketing: should be used in accompaniment with Principles of Persuasion.
OUTCOME
User friendly advertisements
The final redesigns made me glad, as I felt like they were advertisements that wanted me purchase the product for my own benefit.
Positive Feedback
Once I had completed the prototype, we tested whether they were beneficial or not asking a random sample of people to take a survey. The results revealed that the redesigns were highly preferred over the old designs (which scored poorly).
​
Feeling of Autonomy
The survey takers reported that the redesigns gave them a feeling of autonomy (control) which they appreciated greatly.
