A people-centric approach to AI


In recent years, debates surrounding artificial intelligence (AI) have grown at a pace arguably only surpassed by advances in the technology itself. In business, for example, there is no consensus around the most impactful use cases for AI. It’s no surprise, then, that more than three in four companies say they are barely breaking even on their investments in AI, even as a supermajority sees it as a mainstream technology, according to research from PWC.

Discussions in the social sciences focus on even bigger issues, from the impact of biases in AI to concerns about safety and security, to whether the technology could have dire consequences for humanity.

The common thread in these debates is the question of the role of humanity in the future of AI. Some see AI’s greatest promise in areas where AI replaces human beings and human effort. At Adobe, we see things differently. We take a people-centric approach to AI, seeing it as something to help people, not replace them.

From this people-centric perspective, AI is “augmented” intelligence that enables people to do things faster, cheaper, and better, both at work and in their daily lives.


What does people-centric AI look like? It is AI that benefits people, everyone. It is the AI ​​that is accessible to the many rather than the few. It’s the intelligence that’s helping more people do more things more easily, efficiently and effectively: from editing photos to reading restaurant menus on their smartphones, to buying the pair online shoe that matches their personal style. It’s the intelligence that allows human beings to do things that otherwise wouldn’t be humanly possible, like building puppets out of still webcam images, or instantly transforming libraries of data into actionable business information.

People-centric AI is what makes computing more immersive, enjoyable, and yes, powerful. It’s what enables businesses to put the ‘personal’ into ‘personalization’ by enabling the brands we trust to use real-time data and insights to create digital experiences just for us, as individuals. -an experience for millions of us in milliseconds.

Additionally, people-centric AI is technology designed and trained to put people first, with ethics, accountability, transparency and inclusivity at the forefront, integrating human oversight and diversity. prospects throughout its development. It’s AI that’s deployed without black boxes, AI that lets people see under the hood and understand what it’s doing for them.


When AI is seen through this people-centric lens, it’s abundantly clear that it’s not just a bet on the future; the promise of artificial intelligence has already arrived.

At Adobe, we’re constantly amazed at all the ways people use the hundreds of features built into our AI engine, Adobe Sensei— and embedded in our products — to create, get the job done, and deliver amazing digital experiences.

Since we launched PostScript in 1982, creators have used our tools to express themselves. With AI, they take things to another level: design realistic 3D models without expensive photoshoots, put dialogue in the mouths of cartoon characters, and even remove “photobombers” from the background of images. and videos.

Digital artists tell us that creating with our AI tools can feel like dreaming out loud.

Plus, creative professionals tell us that by eliminating tedious and mundane tasks, they free up more time to actually create. A senior graphic designer at Vistaprint, for example, told us, “We improve the quality of our designs because we don’t have to spend hours looking for the right photo or editing complicated artwork.

When it comes to delivering digital experiences, our enterprise customers, 80% of whom use our AI-powered capabilities, report that AI-powered personalization helps them build deeper, more trusted relationships with customers. consumers while driving better business outcomes for their brands. A recent Adobe study found that more than 70% of consumers say that content that is personally relevant to them builds their trust in a company. More than half say they trust companies that use technology to deliver personalized experiences more.

“It’s like a light bulb going on when our customers realize that we really care about them,” said Steve Schultz, chief marketing technology officer for ESRI.

In a digital economy that is increasingly moving towards a “cookie-free” future where businesses can no longer rely on third-party data to inform their experiences, AI enables organizations to learn and do more with first-party data. For example, the AI-powered features of Adobe’s Real-Time Customer Data Platform instantly transform data into insights and enable companies to engage in millions of personal, one-to-one interactions with their customers. simultaneously and in real time. time, while protecting user privacy and choice.

Beyond creating content and delivering experiences, the promise of people-centric AI also lies in the reams of paper and gallons of fossil fuel people save with smart tools to digital documents and forms that allow them to work smarter and be more productive. – whether they’re working in a corporate meeting room, their living room, or a room with a view in a rental location miles from their home or office.

People-centric AI just makes it easier. Need to add a new entry to your contacts? Easy, just point your smartphone at a business card and the AI ​​will take care of the rest. Need to read a document created on a 32 inch monitor on the 6 inch screen of your mobile phone? Easy, just open it on your smartphone and the AI ​​can reformat it. Need to sign a lease for a new apartment in a new city? Easy, just point your phone at it and let the AI ​​figure out where to sign on the dotted line, which, by the way, you can now easily do digitally.


Of course, all of this is for naught if AI is not developed in an ethical, responsible and inclusive way. For AI to be truly people-centric, it must be designed with people’s privacy, safety and security in mind. At Adobe, we’ve spent years listening, learning, discussing, developing, and ultimately implementing a compact set of AI ethical standards and guidelines that focus on three core principles: responsibility, accountability, and transparency.

It’s not just words for us, it’s how we operate. In fact, we’ve built them right into our engineering framework to ensure they shape every step of developing, reviewing, and deploying a product or feature. Our AI features go through a review board that reflects the diversity of human perspectives that are needed to inform better AI, including racial and ethnic diversity, gender diversity, and diversity of sexual orientation, work experience and background.

If our AI Review Board finds that an AI product or feature does not meet our highest ethical standards, it is not deployed. Period.


Bringing AI to humanity with a people-centric approach is ultimately a choice. As businesses, as communities, and as global citizens, each of us has a role to play in ensuring that the present and future of AI happens for the advancement of human interests and not to the detriment of humanity.

At Adobe, we believe companies like ours can do their part by treating AI as something that’s designed to help people rather than replace them. We work hard towards the ultimate goal of improving AI for our customers and our communities, empowering people with new ways to work and collaborate by amplifying human creativity, intelligence and ingenuity.

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