Human by design: The case for humanizing AI, now more than ever

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As far as intelligence goes, human intelligence has been around for a long time. In the last 60 years we have seen the emergence of a new kind of intelligence – artificial intelligence (AI). 

In the field of computer science, AI has quite the storied history, cycling between periods of overblown hype followed by so called “AI winters.” Now, it would seem, is finally AI’s time in the sun where the capabilities are capturing people’s imagination and attention.

When Deep Blue proved computers could think like a chess Grandmaster; when AlphaFold broke through one of the toughest problems in biology; when generative AI systems created visual works of art in the style of venerable artisans of old; and when LLMs proved they have gained a deep understanding of human language and can simulate open-ended live conversation.

So, what’s next? Well, the next step is already underway. AI is being embodied by CGI to the extent that it has a face, a body, a voice, and a personality worth interacting with. Digital humans, as they’re known, are being created to make people ‘feel’ something, as the next level of human-to-computer interfaces.

Perhaps ironically, artificial neural networks, which LLMs and generative AI are built on, were originally inspired by the biological networks of neurons in the human brain. These AI systems are trained on enormous amounts of data about (or at least produced by) humans, thus are more human centered compared to any system before. This is resulting in a major shift, where technology is getting closer to our human needs, instead of people having to bend over backwards to utilize technology.

As more brands and technology experts begin to understand and take advantage of these new technological powers, it’s time to talk about it.

Defining ‘human by design’ – what it is and why? 

In its Technology Vision for 2024, Accenture makes it clear that technology should become 'human by design'. But what does that mean? 

Well, for the majority of history, we’ve had to interact on the technology’s terms – within its limitations.

That makes sense, of course, we're usually producing technologies to make certain tasks easier. However, in doing so, we often forget the people who will be using the technology. 

"Time and again, we see and make decisions about our lives based on what is best for a machine rather than optimizing human potential," Accenture says. 

Think of the keyboard: a concept adapted from the typewriter as a way to interface with computers so textual commands could be entered on early computers. They’ve done a decent job and fit logically as typesetting moved to computers, and we’ve gotten very good at using them; but they’re not a natural way to interface. 

Humans don’t generally perceive, manipulate and control the world around them through the medium of text. The mouse, famously introduced in Doug Engelbart’s ‘mother of all demos,’ introduced a novel and powerful way of interacting with computers and enabled graphical user interfaces and the desktop metaphor introduced at Xerox PARC, a paradigm still used on modern PCs to this day. Compared to the room sized computers of the 50s and 60s the smaller PCs introduced from the 70s onwards were much more personal but still not personable.

Touch screens, made famous with the introduction of the iPhone roughly 40 years after the mouse, provided a notable leap in intuitive control of computers. By allowing us to use our dexterous, in-built world manipulation devices (our hands) to more directly interact with digital interfaces (together with other advances), it provided a large leap in human computer interaction. So much so that even small children can pick up and grasp the mechanics of it.

In contrast, think of voice-activated devices, which are growing more popular and allow communication between the user and the computer using the primary human-to-human communication mechanism: voice. Voice-only interfaces, however, miss out on some powerful channels of communication that humans are accustomed to and use to great effect. Specifically, during human-to-human interaction, facial expressions (even micro expressions) and body language speak volumes and aid in the communication of ideas and feelings. 

This is where digital humans come in, they are human by design and are intended to facilitate communication and interaction with computers using all the channels of communication that humans are used to utilizing from birth in all their daily human-to-human interactions. Because digital human’s offer such a powerful way of interfacing with computers they are predicted to be a $125 billion industry in the next decade.

It’s not just for convenience. Technology that’s human by design is more intuitive, user-centric, and accessible. It can be fairer and more equitable.

Importantly, it's technology built for humans rather than just by humans, with a shift away from automation and towards augmentation. And this is where generative AI can make a real difference.

Why are organizations humanizing their approach to business?

By 2026, 30% of new applications will use AI to drive personalized adaptive user interfaces, Gartner predicts. That’s up from less than 5% today.

Meanwhile, people want more out of their interactions with technology. They want two-way conversations, contextual understanding, and personalization that goes beyond just product recommendations and tailored emails. 

To again quote Accenture: "Generative AI is upgrading people's expectations of the internet from transactional to personal, enabling them to feel more digitally understood and relevant than ever."

According to the consultancy's stats, 39% of 18 to 34-year-olds are 'excited' about conversational answers compared with standard internet searches. Meanwhile, 42% are happy to use conversational AI to find product recommendations. 

The success of ChatGPT was indeed a turning point. As the quote above touches upon, people broadly see the ‘why’ of using it today, and our perception of what’s possible with generative AI has seen a sudden jump in expectations. 

We demand more of the internet now, and will continue to do so. And one of those demands is for brands and organizations to offer more in the online space. Content that’s more personal, less transactional. More interactive, accessible, and less frustrating. More human, less robotic. 

And these organizations are working on this right now, to their benefit.

Early adopters are reaping the benefits

"To truly reap the benefits of generative AI and build the data-and-AI powered enterprise of the future, businesses need to radically rethink their core technology strategy," says Accenture. 

We couldn't agree more. 

Are static websites currently the best way to engage with customers? Could AI be used to upskill staff today? How can technology improve everyone’s access to public services? What training, debiasing and AI ethics do you need to consider? These are all interesting questions being addressed by leading brands today.

But the rewards are worth it. Accenture predicts that generative AI will break the mold, creating new and exciting forms of content that offer unique experiences and enhance engagement across multiple channels. 

'Experiences' is a key word here. When technology is human by design, the focus shifts to what people really want, which can help brands to uncover hidden consumer desires and find the best way to meet those needs.

Digital humans: Epitomizing ‘human by design’

Digital humans encapsulate many of the trends we've talked about so far – engaging, intuitive, conversational, and built with human interaction and enjoyment as a priority. 

When technologists talk about technology evolving from the transactional to the personal, we see digital humans as the virtual embodiment of that shift. They put two-way dialogue, personality, and empathy at the center of consumer communication.

They use voice, text, and on-screen visuals to help people absorb information, to understand and be understood. They speak in hundreds of languages to provide equity of information, as Emma is doing for the City of Amarillo.

And it’s catching on. Earlier this year, Accenture’s own UneeQ digital human concierge was deemed Billboard's Best Use of Generative AI at CES 2024. 

During the event, attendees got to meet mAIr – an LLM-powered digital human that 'lives' on a huge holographic display. People had the chance to interact with mAIr, asking her questions about the company's 2024 Technology Vision and more. 

"Prepare to be amazed by Accenture's Digital Human Concierge," said Melinda Sheckells of Billboard. 

"Finding new methods to help businesses flourish and expand while also improving human life seems to be a solid approach to embrace the AI revolution."

And the IT consulting company is by no means alone. Major brands are building digital human experiences that operate on our terms, as people, using the most natural and time-tested interface mankind has ever known – one-on-one conversation.

In a world where 41% of frequent tech users believe that technology complicates their lives just as much as it simplifies it, there's a clear demand for innovation that puts human needs first, and solves them with the latest, greatest technologies.