Help Google create a new way to educate marketers about AI.
While everyone thinks AI is complicated, our challenge is to help Think with Google make AI relevant to marketers. We developed a strategy and created a feature for thinkwithgoogle.com, which is currently being executed by Google.
Project Management / Industry Research / User Interview / Brand Analytics / Strategy Development / Creative Briefing / Concepting / Pitching
We used the Technology Acceptance Model to approach the challenge and found out marketers need to understand the capabilities of AI first.
When we asked marketers what prevents them from learning more about AI, they said:
“We don’t want to learn AI from a technical stand point.”
“We don’t feel we’re very good at math or science compared to other folks in the room. We think we’re people people. ”
Marketers hesitate to learn about AI because it is such a technical term for them and they feel like their role as a marketer is more intuitive.
We developed our strategy based on the framework below:
Demystify AI and showcase its use by breaking it down into intuitive concept.
We listed down concept guidelines based on user needs.
A shareable toolbox that ignites exploration and discovery of AI’s power.
We created a content structure to guide the UX design.
Behind the scenes:
Sally Zhang (Strategist), Nick Silvestri (Data Scientist), Xingling He (UX designer).