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As AI offers endless possibilities for software companies, it also carries the risk of leading to unintended consequences. This is particularly relevant as AI features advance towards artificial general intelligence (AGI). Sometimes, AI can generate unnecessary hype that doesn’t actually benefit work or leisure. Innovation is great, but we need to ask ourselves, “Are we creating what customers really want?”
According to Pew Research Center, 52% of Americans are more concerned than excited about the rise of AI. This worry stems from media coverage and a lack of understanding of how AI will impact daily life. Meanwhile, companies are rushing to develop and release poorly-thought-out AI features that their customers don’t even use, driven by the fear of missing out (FOMO). This not only increases costs—since AI via API isn’t cheap—but also risks damaging the company’s reputation.
Additionally, focusing on unwanted AI tools diverts precious time and resources from creating features that could actually make a difference. While innovation is important, we must not lose sight of our customers’ core needs today. Striking a balance between flashy new innovations and practical solutions grounded in customer needs is crucial.
AI is advancing rapidly and is here to stay, but technology companies often overestimate how quickly new tech will catch on in the wider economy. For example, the first smartphone came out in 1993, but it wasn’t until the iPhone’s release in 2007 that smartphones became a mainstream essential. As of 2011, only 35% of Americans owned a smartphone, and it took another decade for that figure to reach 85%. Although it may seem like smartphones quickly took over, it has actually been over 30 years since the first smartphone and 16 years since the iPhone revolutionized the market.
There have been amazing technological breakthroughs recently, but that doesn’t mean people will adopt these innovations as quickly as we hope. A survey by Morgan Stanley found that only 19% of respondents had used ChatGPT. This shows that even if it feels like “everyone is doing it” in tech circles, many people take their time to embrace new technology.
This slow adoption is influenced by several factors: cost, ease of use, availability, and reliability. New technology must be affordable, easy to learn, widely available, and highly reliable for mainstream consumers to adopt it.
The gradual mainstream adoption of advanced tools like GPT-4 highlights how people still rely on traditional methods even as new technologies emerge. For example, traditional search engines remain popular despite the integration of AI features.
So, what does this mean for companies looking to introduce new AI-driven features? It means keeping the customer at the heart of innovation. Customers vary from early adopters to those slow to adapt, and from casual users to experts. Most prefer simple, intuitive interfaces, while experts may want more control. Regardless of their differences, all customers appreciate tailored, easy-to-use, and powerful tools.
AI should not be introduced just for the sake of being seen as innovative. Instead, it should be a tool to create customer-focused features that enhance workflows or broaden capabilities. For instance, an AI copywriter could increase productivity or add features that were previously impossible.
AI can also enable entirely new ways of working. Rather than just enhancing existing workflows, consider how AI could redefine them. For example, use recordings of meetings not just for transcription but to monitor team stress levels or manage tasks automatically.
To create valuable AI features, involve customers in the development process. Tailoring AI solutions to solve pressing customer problems is key to delivering meaningful advancements. “Thoughtful AI” means using AI to build features that are simple, useful, and powerful, making customers want to use them regularly.
Ultimately, technology should adapt to human needs. This philosophy should guide product development. Balancing the needs of all customers is challenging, but thoughtfully applying AI can help achieve this balance.
We are at an important crossroads for innovation. Companies must stay on top of technological advances and meet the needs of early adopters while ensuring new AI features fit seamlessly into everyday workflows. My advice is to focus on how your customers work and build new features around these routines, enhanced by AI. Ideally, co-create these features with your customers. Their insights combined with your knowledge of AI can lead to impactful innovations.
Understand what your customers need today and anticipate how innovative approaches can offer solutions for tomorrow.
Oji Udezue is the chief product officer at Typeform.
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