Exploring the AI Landscape

Challenge

Exploring what AI means to users today and how our client can differentiate in this ever-evolving category.

The AI landscape is growing and changing faster than most can keep up with. Lots of people know what AI does, but not necessarily what it should feel like and what they want it to be in the future. A tool? An assistant? A friend? A mind-reader? We helped our client, a leading tech brand, to understand people’s relationships with AI and their potential offering, so they could better understand how to position it to the world.

Approach

We ran exploratory discussion groups with AI enthusiasts and tech-curious people, following a thoughtful pre-task assignment to prime them for our conversation. In our discussions, we gleaned a rich, revealing perspective on how people experience AI today—and what it would take for them to see it as a helpful tool. Through their stories and experiences, we uncovered signals of trust, tensions to navigate, and the benefits to emphasize to set the offering apart as truly unique and compelling.

Impact

We helped our client shape the path forward for their AI: to be relevant to (and grow in) people’s lives by earning their trust, and demonstrating how they could both simplify and enrich their day-to-day.