Chief Platform Officer Annelies Verhaeghe stated that the agency has always embraced technology and innovation. However, before diving into AI, they addressed data privacy concerns.
According to Maz Amirahmadi, Managing Director, APAC, in the Asia Pacific, AI adoption has surged in 2023 across various industries, driven by the desire to improve employee productivity. It enables consultants in APAC to keep pace with the acceleration, generating interest among colleagues and clients for AI collaborations.
AI Understanding and Data Ownership
To overcome data ownership and confidentiality issues with traditional AI systems, Human8 developed its own AI research assistant using the ChatGPT algorithm. Experiments with real research data showed that generative AI, when used as an analysis tool for primary research, significantly improves actionable results compared to open-source AI technologies.
Verhaeghe warned that AI used without proper understanding can lead to artificial stupidity. Trained human consultants, who can ask the right questions and prompt AI systems effectively, are crucial.
Addressing this, Human8 launched an AI prompt school to train its consultants for successful AI collaborations, ensuring data quality and diversity. They also implemented their personal AI research assistant to globally, streamlining project efficiency.
Verhaeghe believes that relying solely on AI algorithms trained on public internet data won’t provide sufficient insights for companies to gain a competitive advantage. Combining human consultants’ expertise with effective AI prompting generates fresh and actionable insights.
The agency emphasizes that just as humans need machines, machines also need humans.
