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Designed Intelligence

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Our new perspective on achieving the full potential of human and artificial intelligence.

By Fjord, design and innovation from Accenture Interactive, and Accenture The Dock.

Published in: Design
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Designed Intelligence

  1. 1. Copyright © 2020 Accenture All rights reserved.
  2. 2. What’s going on?
  3. 3. Copyright © 2020 Accenture All rights reserved. LivesAI is in our
  4. 4. Copyright © 2020 Accenture All rights reserved. It disrupts many industries, in a good way Customer Care The Irish Revenue Commissioners have launched the world’s first virtual tax agent1. This service provides 24/7 automated customer support, with the AI handling 55% of calls from start to finish. Personalization Stitch Fix uses machine learning to match customer’s fashion preferences to a vast array of clothing options2. They are now starting to use this data to generate their own bespoke fashion items. Design and Manufacturing Generative design tools quickly synthesize a wide range of concepts based on parameters and constraints set by a designer3. This can help expand the vision of industrial designers. Designed Intelligence
  5. 5. Copyright © 2020 Accenture All rights reserved. It also impacts businesses in unexpected ways Complacency and Risk A series of fatal crashes involving autonomous vehicles have been attributed to over-reliance on AI5. Car producers are now resetting their targets for L5 automation manufacturing rollout. Legal Challenges Teachers in Houston won a legal challenge against the school district’s use of performance ranking software when its producers would not disclose how it worked6. Designed Intelligence Fairness and Reputation A number of organizations have had to withdraw AI solutions due to issues of algorithmic bias4. This crosses diverse areas from recruitment to credit scoring to judicial sentencing.
  6. 6. Copyright © 2020 Accenture All rights reserved. Business are accelerating their adoption of AI. 80% of companies report that AI is in production in their organization in some form7. 75% of executives say AI will be actively implemented within their organization within 3 years8. The overwhelming majority of Americans (82%) believe that careful management of robots and/or AI is necessary9. There are more Americans who think that high-level machine intelligence will be harmful than those who think it will be beneficial to humanity. Consumers and employees are growing wary of its effects on their lives. Organizations and people see things differently Designed Intelligence
  7. 7. Copyright © 2020 Accenture All rights reserved. We’re hearing new questions from clients about AI “How do we become an intelligent, data fluent organization?” “How can AI improve the efficiency of front-line employees?” “How can AI help me identify new consumer offerings?” “How can I move AI from the lab to the real world?” “How much automation makes sense for my organization?” “How do I convince leadership to act on data insights?”
  8. 8. Copyright © 2020 Accenture All rights reserved. But most of these challenges are really about people “How do we become an intelligent, data fluent organization?” “How can AI improve the efficiency of front-line employees?” “How can AI help me identify new consumer offerings?” “How can I move AI from the lab to the real world?” “How much automation makes sense for my organization?” “How do I convince leadership to act on data insights?”
  9. 9. Copyright © 2020 Accenture All rights reserved. Designing for Artificial Intelligence
  10. 10. Copyright © 2020 Accenture All rights reserved. Designing for Artificial Intelligence means designing for Human Intelligence
  11. 11. Copyright © 2020 Accenture All rights reserved. Designed Intelligence A systematic approach for unlocking the full potential of human and artificial intelligence for your organization.
  12. 12. Copyright © 2020 Accenture All rights reserved. Designed Intelligence works at three levels Empowering people within systems Enhancing the human experience Envisioning new strategies
  13. 13. Copyright © 2020 Accenture All rights reserved. Designed Intelligence Leverage informed intuition to explore AI enabled futures Envisioning new strategies Organizations typically identify unmet market needs through human intuition or data analysis. However by supercharging design thinking with data science we guide organizations towards informed intuition. This surfaces new kinds of opportunities for products, services or radically new business models.
  14. 14. Copyright © 2020 Accenture All rights reserved. Achieving financial wellness requires people to develop good money habits, but we all need some help with this. Using behavioral research we identified constraints and motivations for spending and saving. Using machine learning we can help people monitor and understand their habits and cope with unexpected costs. By combining human insights with AI-powered awareness, we’re helping retail banks envision new personalized services that go far beyond the bricks and mortar experience. Fostering Better Finance Envisioning new strategies Designed Intelligence
  15. 15. Copyright © 2020 Accenture All rights reserved. Give people enhanced abilities by pairing them with AI Enhancing the human experience Some technologies are good at perceiving the world around us to understand context. Other technologies are good at processing and organizing knowledge. By pairing people with these technologies we give them new skills and enhanced experiences. Designed Intelligence
  16. 16. Copyright © 2020 Accenture All rights reserved. 28 Active markets | 32k downloads | 13,5k home simulations By designing products that blend human capabilities with AI we can design automagical experiences. Working with Velux we developed an application that lets home-owners visualize how adding new windows could transform their living space. Combing computer vision and AR with a seamless interface gives the average home-owner the ability to imagine 3D space with the vision of an architect. Velux Enhancing the human experience Designed Intelligence
  17. 17. Copyright © 2020 Accenture All rights reserved. Empowering your people to operate within complexity Empowering people within systems Designed Intelligence In an increasingly interconnected and complex world, AI can sometimes further reduce transparency. A machine’s logic doesn’t always make sense to humans, leading to unexpected and often systemic consequences. Design principles like explainability and resilience can help, but they do not come free. They need to be holistically designed into the fabric of your business..
  18. 18. Copyright © 2020 Accenture All rights reserved. Designing AI powered systems that interact with existing workers and complement their practices is key to ensuring adoption. This was a key consideration in our work with national postal services where we developed a transformative solution that allows them to compete with same day delivery services. By combining demand prediction, route optimization and real time information exchange between drivers, dispatcher and the algorithms the business can evolve into a continuous collection and delivery model. Accenture Logistics Platform Empowering people within systems Designed Intelligence
  19. 19. Copyright © 2020 Accenture All rights reserved. How does Designed Intelligence work? New kinds of challenges need new kinds of tools
  20. 20. Copyright © 2020 Accenture All rights reserved. At its core, your executive sets the directions and strategies for the business. The organization of people, processes and infrastructure drives its operation. Its ecosystem describes your customers, partners and wider network. Designed Intelligence addresses the drivers that underpin these aspects of your business. How does it work? Your business has multiple layers Strategy Executive Systems Organization Experience Ecosystem
  21. 21. Copyright © 2020 Accenture All rights reserved. Visionaries Visionaries have AI as a part of a strategic DNA, seamlessly incorporated into processes and offerings. Expert skill levels enable swarm intelligence for complex ecosystems. Deep impact on humans, culture and society. Explorers Explorers have some technical infrastructure in place which can enable AI prototypes and small-scale deployments. Rising skill levels enable use of AI to optimize processes and support innovation. Observers Observers are just starting out on their AI journey. There may be some small AI experiments but leadership have not yet bought in to AI skills and infrastructure. How does it work? Parts of your business are further along on their AI journey Explorers Observers Visionaries Strategy Executive Systems Organization Experience Ecosystem
  22. 22. Copyright © 2020 Accenture All rights reserved. AI Creative Matrix System Mapping Human + AI Relationship Audit AI/Data Rumble AI Experience Prototyping Human + AI Interaction Principles Designed Intelligence provides tools that guide you to the next level of human AI collaboration How does it work? Explorers Observers Visionaries 2 3 4 5 6 Strategy Executive Systems Organization Experience Ecosystem 1
  23. 23. Copyright © 2020 Accenture All rights reserved. AI Creative Matrix Envisioning new strategies How can you ensure that our AI investments will have a real impact? Technology is cool, so it’s tempting to try to find a use for it, but that’s the quickest route to failure. We start by helping you frame the core business challenges, then use the AI creative matrix to identify an appropriate technology that meets your needs. This tool describes AI in human terms, making it accessible to everyone and democratizing the ideation process to allow all stakeholders to understand its impacts. Designed Intelligence
  24. 24. Copyright © 2020 Accenture All rights reserved. How can AI, Data and Design help you drive innovation in your business? This approach combines strategy, design thinking, data journalism and live data analytics to help you see your business from a new perspective. In the context of strategic challenges we source relevant data sets, work with you to reveal insights and use narrative development to craft compelling, data-driven stories. These provide you with the confidence and the evidence needed to shape innovative strategies. AI + Data Rumble Envisioning new strategies Designed Intelligence
  25. 25. Copyright © 2020 Accenture All rights reserved. How can you rapidly test an AI-supported experience? Voice assistants, robotic agents, smart cameras and recommendation systems are changing the way in which humans interact with systems. The technology underlying these innovations is mature, but the specific user experiences can result in adoption or rejection of a solution. We support low, mid and high-fidelity prototyping of AI-driven experiences to study user responses and catch any red flags early. AI Prototyping Designed Intelligence Enhancing the human experience
  26. 26. Copyright © 2020 Accenture All rights reserved. Human + Machine Audit Should you automate a process or augment your workforce with AI? Automation can bring huge efficiencies, but AI’s extension into perceptual and cognitive tasks can also bring risks. Research into safety critical systems has shown that over-automation can make processes fragile and less resilient to change. The human and machine audit assesses key criteria like complexity, criticality and accountability protect against unexpected consequences. Designed Intelligence Enhancing the human experience
  27. 27. Copyright © 2020 Accenture All rights reserved. Empowering people within systems System Mapping Where can AI bring the most value in your organization? Your business blends people, practices, information, technologies and services. Mapping out the relationships between these various systems allows you to identify opportunities for introducing AI and automation or radically transforming business processes. Systems maps allow you to plan for service adoption, dynamic flexibility and business resilience. Designed Intelligence
  28. 28. Copyright © 2020 Accenture All rights reserved. How can you ensure that people will adopt a new AI-powered service ? To successfully integrate AI into an existing organization, it needs to be less of a mystic oracle and more of a team player. Based on research into the qualities of collaborative colleagues we’ve developed interaction principles that guide the design of specific functions and features needed in joint AI + Human systems. Observability Directability Feedback Resilience Responsiveness Contextuality Communication Expertise Learning Adaptability Efficiency Empathy Seeing and understanding actions Guiding one another when needed Using Pattern recognition to improve Coping with unexpected events Synchronizing interactions effectively Situation awareness and mindful design AI + Human Interaction Principles Designed Intelligence Empowering people within systems
  29. 29. Copyright © 2020 Accenture All rights reserved. Designing human + AI collaboration requires multidisciplinary perspectives. We blend the skills of design, technology and business with our clients’ domain expertise. This combination enables us to create human-centric, AI-powered digital services with positive impact. Who Designs Intelligence? Data Science Systems Design Systems Architecture Data Design Business Strategy Behavioral Science Designed Intelligence Domain SME
  30. 30. Copyright © 2020 Accenture All rights reserved. Complex problems need a joined-up approach As part of Accenture we bring the experience of: Designed Intelligence Accenture Strategy with its focus on growth, profitability, technology-driven transformation, M&A, operating models, and sustainability. Accenture Applied Intelligence with its unique approach to combining AI with data, analytics and automation under a strategic vision to scale AI and transform business. Fjord and Accenture Interactive’s approach of putting people first, to design, build and launch experiences that redefine industries in this constantly evolving digital era.
  31. 31. Copyright © 2020 Accenture All rights reserved. Come and create the future with us Designed Intelligence Envision New Opportunities Enhance To test the experience Empower To prove the value Build the momentum, buy-in and trust needed to co-create AI- powered products and services. Test the feasibility, desirability and wider impact of solutions to give the confidence to move forward. Quantify the value and plan your rollout by embedding a proof of concept in your environment.
  32. 32. Copyright © 2020 Accenture All rights reserved.
  33. 33. Copyright © 2020 Accenture All rights reserved. DISCLAIMER: This document is intended for general informational purposes only and does not take into account the reader’s specific circumstances, and may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal, regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals. Accenture, its logo, and New Applied Now are trademarks of Accenture. About Accenture Accenture is a leading global professional services company, providing a broad range of services in strategy and consulting, interactive, technology and operations, with digital capabilities across all of these services. We combine unmatched experience and specialized capabilities across more than 40 industries—powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. With 509,000 people serving clients in more than 120 countries, Accenture brings continuous innovation to help clients improve their performance and create lasting value across their enterprises. Visit us at www.accenture.com References 1. https://www.accenture.com/gb-en/case-studies/public-service/revenue-voicebot?src=ECAMP 2. https://algorithms-tour.stitchfix.com/ 3. https://www.autodesk.com/solutions/generative-design 4. https://www.reuters.com/article/us-amazon-com-jobs-automation-insight/amazon-scraps-secret-ai-recruiting-tool-that-showed-bias-against-women-idUSKCN1MK08G 5. https://cleantechnica.com/2019/07/15/police-still-investigating-last-years-uber-autonomous-vehicle-crash/ 6. https://www.courthousenews.com/houston-schools-must-face-teacher-evaluation-lawsuit/ 7. Global survey of 260 organizations for Teradata by Vanson Bourne. 8. Global survey for Accenture Applied Intelligence/Intel/SAS by Forbes Insights. 9. https://governanceai.github.io/US-Public-Opinion-Report-Jan-2019/executive-summary.html

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