Building Trust in AI
Team: Diksha Singh, Raaghavi S.
Brief
Marketers currently do not trust the automated campaigns & messages suggested by AI. The aim of this project is to find and implement creative ways to humanize automation so as to build trust between man and machine.
Zero is an artificial intelligence (AI) engine that processes customer relationship data. Zero suggests automated insights & campaigns to marketers. It promises to boost the sales of a brand and help it stay profitable. During this internship, we worked on the UI of “Engage+” an AI- powered retail marketing solutions by CapillaryTech. How can you tackle the problem of building trust and instigating trust in the AI so that marketers can use the tool.
About the Company
Capillary Technologies is an enterprise-grade SaaS technology provider. Capillary's AI-enabled loyalty management platform offers brands comprehensive solutions for customer engagement and experiential loyalty to achieve business goals and deliver a great consumer experience. The goal is to continue to provide services exceeding customer expectations by collecting more data and providing AI-driven insights into consumer behaviour. These tools help parse the purchasing patterns of shoppers’ data and employ tools that provide useful analytics on their participation in the growing economy.
Objective
Zero is an AI engine that processes customer relationship data. Zero suggests automated insights & campaigns to marketers. It promises to boost the sales of a brand and help it stay profitable. Marketers currently do not trust the automated campaigns & messages suggested by AI.
The aim is to suggest creative ways to humanize automation so as to build trust between man and machine. To trust computer decisions, ethical or otherwise, there needs to be transparency, and the marketers need to know how an AI system arrives at its conclusions and recommendations. Right now, deep learning does poorly in this regard, but some AI systems can serve up the passages from text documents in their knowledge bases from which they drew their conclusions. AI experts agree, however, that this is simply not enough.
Research & Key Insights
There is a presupposition that trust in AI is a good thing, with limited consideration of distrust’s value. Articles make different assumptions about why trust matters. We need to determine the appropriate levels of trust and distrust between AI and humans. Distrust isn’t always a bad thing or an opposite to trust. Some caution (as long as it fits the context) is always good to have. People should have the agency to make decisions for themselves. Which AI to trust, which ones to not trust, is their choice depending on their use case.
Redesigned Wireframes
Design
The wireframes were then designed into the Capillary tech's dashboard.
Learnings and Reflection
Having never had any prior experience in corporations, Capillary Tech was a really good opportunity for me to experience an environment very different from the academic milieu. My mentor, along with my guide, helped us students grow closer to our roles as designers. The culture in Capillary Tech was very interesting to be a part of. It was a confluence of completely different ideas in an environment conducive to learn and explore new things. Being surrounded by expert designers allowed me to quickly pick up new skills and get motivating feedback on my work.
I found that movies do a really good job of explaining the current problems or in the prediction of potential problems. We watched 2001: A Space Odyssey as a part of our internship and had a rich and multi-faceted critical discussion.
My primary work was on how to build trust for AI and through the process,I got an opportunity to learn and research on AI, how trust is formed, how the visual cues are used to build certain emotions and how to be ethical while designing.
I also spent time working and collaborating on Figma with my teammate, learning Figma and collaborating on UI screens was a skill that has helped me in hindsight now that we have to work from our homes. This experience taught me how to work with different human factors while designing - like trust. It was also very important for me to learn the art of storytelling in order to communicate my ideas.
