An exploration by the House of Beautiful Business and Hotwire
When generative AI became widely available in 2022, efficiency gains were top of mind across the business world. Many CEOs looked on the new technology as a cost-cutting dream come true, allowing for an impossible sleight of managerial strategy: they could reduce staff while increasing productivity.
At first glance, focusing on efficiency gains may seem like a prudent response to technology that has yet to prove itself up to more ambitious tasks. It isn’t. By solely focusing on efficiency as a guiding principle for AI strategy, brands limit themselves from participating in an unprecedented revolution. To get closer to customers, brands must adopt a Beyond Efficiency Mindset.
In partnership with Hotwire, the House of Beautiful Business has developed the Beyond Efficiency Framework. Delivering on four lasting values at the heart of the relationships between people and brands, it is designed to help marketing and communication executives guide their AI journey and find creative and effective ways to integrate these values into their AI strategy.
The first value is Agency, the independent capability or ability to act on one’s will. This quadrant considers how AI can give customers and employees a greater sense of control over themselves and their circumstances.
The second value is Recognition, the acknowledgement of one’s existence and validity. This quadrant considers how AI can help customers and employees feel seen and valued for their contributions, thereby making them feel recognized.
The third value is Impact, which means having a strong effect on someone or something. This quadrant considers how AI can improve customers’ lives in social, ethical, and environmental ways, thereby raising the quality of life for everyone.
The fourth value is Intimacy, defined by close emotional familiarity or friendship. This quadrant considers how brands can use AI to foster relationships that are intimate, not just personalized.
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