Machine learning

Machine learning, Artificial Intelligence (AI) and Persuasive Design are all hot topics right now. We're not talking about Skynet and that one day soon the computers will suddenly become self aware and take over the world! This is all just a new spin on something we've had and used for years. ITTT, translated to 'If This, Then That' which is all just basic transistor technology that existed when I was programming my Commodore 64 using Assembly Language. Very complex programs could be written, but they all boiled down to very simple things, look at number, and then do something with it, store it in a location or branch if equal to another number in a different location, etc. Or put another way, if this, then do that.

AI in business

This is the hottest topic through Local Authorities right now and sadly it's not being picked up yet. Again, as discussed in a previous post, LA's often believe they don't need to look at AI just yet, why would they, there are plenty of other far less complicated issues that need tackling. But they are over looking one significant thing here, AI is here and now, it's being used by large scale businesses and users are not just getting used to it, they like it, it benefits them - but how?

AI is often misunderstood as something that is best left to the science fiction movie industry, but it's really quite simple - it's personalisation. Sure, huge organisations are building self driving cars, but lets not carried away with what is really achievable in Local Government and indeed the private sector.

Personalisation can be categorised in 2 ways, a true understanding of the user or a generalisation of the user. Amazon have the best model to demonstrate what I mean, if you are a regular visitor to the site, they start to understand what you like and they will present you with deals that they know you will be interested in, this is true understanding of the user. But, also, they use general data to give you more options, other customers who bought what you've just bought, also bought this...

Here's where it gets really interesting

So now, when you use AI and start using all the other technology available to us, Google Optimize, Facebook Pixel, etc, suddenly you seem to be seeing things on the internet, embedded in social media feeds and the like, things you have only just been thinking about. It's scary stuff, image this, you are at work, it's lunchtime and you suddenly remember you need sort your house insurance out soon, so you Google it to start getting a feel for what's available. Later that evening, no longer at work, you're checking out what your friends are up to on Facebook and then BOOM - an advert from the Post Office for house insurance - mind blown right?!!

Dot, dot, dot

Persuasive design is the final piece in the puzzle, this is how businesses keep you, the user, just where they want you - on their site, giving them your attention. Just because you've bought something, this is not the end of the user journey, not by a long shot, they want you to browse and buy more. There are many techniques companies will use to keep you on their site, I've already mentioned Amazon will show you what other customers bought. Amazon and Facebook are the masters of persuasive design and keeping your attention.

You know that dot dot dot animation you get when you've commented on a post, it tells you someone else is typing something and it keeps you interested. You feel the need to stay and see what someone else is going to put. But why do this? Well, it's simple, 40% of all internet browsing is now done through social media platforms, they have the power to effectively sell our time. The longer they keep our attention, on their platform, the more money they make from their advertisers.