If there’s one thing every product manager knows, it’s that data rules. Data forms the backbone of decision-making processes, from customer preferences to key performance metrics. However, the recent advancements in artificial intelligence (AI), especially with Generative AI, have further amplified the role of data. In some cases, they may even be overwhelming us.
The Tug of War: AI Superpowers vs Human Centricity
Microsoft and Google, two of the tech world’s titans, recently flexed their AI muscles at their respective developer conferences, Microsoft Build and Google I/O. These events were filled with terms like ‘generative AI,’ ‘machine learning,’ ‘deep learning,’ and the like. The aim was clear: to demonstrate their technical prowess and the sheer power of their AI capabilities. Yet, amid all this tech lingo, one company chose to take a different approach.
The 2023 Apple Worldwide Developers Conference (WWDC) spotlight wasn’t on AI. Yes, AI was part of the conversation, but it was not the star of the show. Instead, Apple stayed true to its core values: user experience and simplicity. Their presentations focused on what users could achieve with their products rather than how AI enabled it.
Staying True to the User: Apple’s Approach
Apple’s subtle approach to AI exemplifies the idea that the true power of technology lies in serving the user. In this case, the company is humanizing data by leveraging AI to provide meaningful insights rather than presenting it as an abstract concept. This was evident from their introduction of the Apple Vision Pro, which again aims to allow people to achieve more with much lesser hardware while having much more fluidity. They didn’t overload their audience with jargon. Instead, they centered the conversation around the user, an approach that product managers should take note of.
Translating AI to Value: Case Study – A Martech B2B SAAS Platform
Reflecting on my experience managing a VOIP-based Martech B2B SAAS platform, this human-centric approach to AI rings true. Our platform’s main selling point wasn’t the high-tech AI algorithms or data processing capabilities. Instead, it was how we used data to capture the context of client inquiries and connect them with agents in under 10 seconds.
We didn’t sell AI; we sold speed, efficiency, and improved customer relationships. In this scenario, AI was the enabler, but the value delivered to the customer was the focus. By putting the customer at the center of the narrative, we were able to humanize our product and the data it dealt with.
Towards a Sustainable Future: Case Study – A GRC B2B SAAS Platform
Similarly, with a Governance, Risk, and Compliance (GRC) B2B SAAS platform I recently managed, our mission was to assist businesses in capturing their Environmental, Social, and Governance (ESG) data in a single lake, thus simplifying the generation of analytics and sustainability reports by re-using the existing data from desperate sources.
The platform had a sophisticated GRC platform’s backbone, but instead of bombarding customers with AI-related terminologies, we presented the product as a solution to the complex issue of ESG data management. Our message was simple: we provide a tool that helps businesses become more sustainable. By doing so, we successfully turned an AI-driven product into a human-centric solution.
The Key Takeaway
As product managers, our job is to leverage the power of AI and data to provide meaningful value to the customers, not to alienate them with jargon and technicalities. This means telling a story that centers around the user, not the technology.
Whether it’s Apple’s approach at the WWDC 2023 or the two case studies shared, the core message remains the same: Humanize data, leverage AI, but keep the spotlight on the user. After all, it’s the human connection that truly makes a product shine.
