Maximize value of tech

Human + Machine: The Robot Revolution Requires Human Design

J.P. Gownder
Vice President, Principal Analyst
October 5, 2017

Robots – in the form of artificial intelligence, software bots, intelligent assistants, customer self-service solutions, and, yes, physical robots – are transforming our economy, our jobs, and how we serve our customers. Our research on the robot revolution shows:

  • Economic and job disruptions. We forecast that, by 2027, the US economy will lose 17% of jobs, but will also add 10% equivalent as part of the automation economy – leading to a net loss of 7% of jobs. Automation, more than any other factor (including the much-discussed immigration effect), is transforming both the macroeconomic job market and how organizations organize to deliver experiences and products to customers.
  • Innovation with automation. Companies like McDonald’s (with its forthcoming investment in customer self-service in 2,500 restaurants), Delta (with its decades-long journey toward automation via kiosks and customer self-service), and Lowes (with its LoweBot, a physical robot that can answer questions about inventory and even take customers to the right location) are innovating by pushing the boundaries of customer-facing automation.
  • The rise of AI-first strategies. Leaders in the technology industry have openly heralded a commitment to move from a mobile-first world to an AI-first world. Google’s CEO Sundar Pichai has made it clear that AI is the future of his company, full stop. The Chinese search giant Baidu agrees. And Microsoft CEO Satya Nadella delivered a keynote at Microsoft Ignite describing how AI will power both an intelligent cloud and an intelligent edge, creating a new computing paradigm to solve business problems.

I’ve been analyzing the robot revolution for several years, and I’m excited to deliver a main stage keynote at our Customer Experience Forum San Francisco: Human + Machine, October 19-20. (I’ll speak on the morning of the 20th).

The automation revolution isn’t totally new; in one form or another, it’s progressed since the 1970s. For much of that period, enterprises have implemented automation technologies to cut costs. But the rise of AI and ubiquitous computing have accelerated the robot revolution, rendering a command of automation a core competency for enterprises in 2017.

In the age of the customer, the biggest opportunity for leveraging these new technologies is customer engagement: Deploying solutions that delight customers with proactive, automated service, or that help them better serve themselves at their own convenience. But customer engagement offers both promise and peril; CX professionals know that cutting costs and customer obsession can be diametrically opposed goals if executed incorrectly. Even worse, automated solutions by their very nature can leave customers cold unless the experience is humanized.

So, in my keynote, I’ll present the human dimensions of experience design that are necessary to turn the robot revolution into a customer-obsessed strategy. I’ll lay out examples of AI and robotics done well… and several other examples where automated solutions totally missed the mark. And I’ll offer recommendations about how humans and machines can work together to create value for both your organization and for customers.

I hope you’ll join us for Human + Machine at the San Francisco Marriott Marquis on October 19 and 20. Last year this event sold out, so you might want to act now if you haven’t already purchased a ticket. And as a special “thank you” for reading this post, use the discount code CXSF17BLOG for $200 off.

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J. P. Gownder is a vice president and principal analyst serving Infrastructure & Operations Professionals. He leads Forrester’s research on the impact that robots, AI, and automation technologies are having on employment and the future of work. He also covers innovation in the context of disruptive devices and interfaces — from PCs to mobile devices, augmented and virtual reality (AR/VR), digital signage, and intelligent agents. He was named one of the five most important people in the world in the area of wearable computing. Follow him on Twitter at @jgownder.

 

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