Machine Learning, Customer Intelligence, Artificial Intelligence

How the AI revolution is different from digitalization


Why is AI and data so hard to wrap our heads around? How is AI different from the digitalization we’ve seen up until today? Well, beyond AI being a broad term, AI is an introvert technology while digitalization tools such as CRMs, ERPs and customer support tools are extrovert technologies. But what does that mean?


Introvert and extrovert technologies

AI can be seen as smart engines, running in the background, creating knowledge and insights from the data we feed it, depending on the goals we set for them. This knowledge can then be consumed by humans through extrovert technology (applications that humans interact with directly). Take a CRM system for example, a tool where humans can register information about clients and their interactions. This information can be input to an AI in the background that learns from it at helps salespeople to be more efficient in their sales process or marketing automation systems to target the right audience.


It's about trust

People trust what they can see, people trust what they can understand. Because AI is an introvert technology - a new mindset is needed to help people use AI to their advantage, to make people trust it. An extrovert technology they can see, they can feel, and so they can trust. However, AI is a phenomenon hyped by many, and understood by few - and the need to simplify a technology has rarely been so urgent. Because if AI is not trusted, AI is not utilized. If AI is not utilized, it doesn't create value and companies lose out on great opportunities.


Enable trust throughout the organisation

To enable trust and thereby successful utilization of AI, companies need to find smart ways to integrate the technology with the organisation and make it understandable. But how? 3 steps;


  1. Increase the level of understanding of AI, data and its value throughout the organisation. Identify experts internally or bring in experts to teach, facilitate workshops and build easily understandable material for self-learning.
  2. Democratize the insights throughout the organisation, don't keep them in your analytics team. Spread the insights through meetings, town-hall presentations and accessible dashboards (BI tool)
  3. Make data and insights explainable through visualizations and natural language that people generally understand. Put some effort into automating your visual dashboards and explanation of insights.

If you want to discuss how to use AI as a competitive advantage in your business, schedule a free advisory workshop here.