"The Personalization Wave: A Surge of Wildly Human-Intensive Non-Scalable Experiences, Ideas Of The Month, and 8つの根源的欲求を刺激して見込み客に響くベネフィットを見つける方法"

"The Personalization Wave: A Surge of Wildly Human-Intensive Non-Scalable Experiences, Ideas Of The Month, and 8つの根源的欲求を刺激して見込み客に響くベネフィットを見つける方法"

In today's digital age, personalization has become a buzzword. From targeted ads to tailored recommendations, companies strive to create experiences that cater to individual preferences. The idea is simple: the future should be personalized to your preferences. Every digital experience should be personalized for you based on the information you want brands to know about you. This concept of personalization, always under your control, is what Glasp envisions as the gathering place for your interests and orchestration.

But what does this mean for the value of human-intensive, non-scalable experiences? As AI continues to advance, there is a growing fear that human creativity will be replaced. However, the opposite may be true. Non-scalable, human-intensive experiences will increase in value as people seek rare and highly crafted versions of their basic and luxury needs. In a world filled with abundance, humans crave scarcity and preciousness. We want experiences that are tailored to our individuality, and we are willing to pay for it. The benefits of personalization compound over time, and AI can unleash the value of human creativity by giving creative people more time without spending time.

One aspect of personalization that has already become evident is the shift from "favorites" to "recommendations." AI has reached a point where it can understand our tastes better than we do ourselves. In this new paradigm, the model's recommendations may please us more than our own favorites. We will look back and realize that "favorites" were always quite limiting. As AI continues to improve, every brand may have a fine-tuned model for their brand as phase 1, and then a fine-tuned version of that model for every single customer as phase 2.

To achieve true personalization, data plays a crucial role. Non-portable data will be the ultimate moat. Unique datasets or proprietary understanding of datasets can yield a significant advantage. The ability to leverage data that is not easily accessible to others can lead to superior performance. We may see a retrenchment into more private data over the next few years as people realize the potential of their public work being co-opted by transformer-based models. Tech giants like Apple, Google, and Facebook may once again hold the advantage in this regard.

But while AI may disrupt many aspects of our lives, there are fundamental human experiences that it cannot replace. The rise of the experience economy will transform what we do with our time and for a living. Humans instinctively crave scarcity and preciousness, and they seek highly crafted versions of their basic and luxury needs. The value of non-scalable, human-intensive experiences will continue to rise. Creativity, at its core, is a factor of ingenuity and time. AI can provide creative people with more time, but it cannot replace the impact of creativity that moves us. The most effective creativity across art, culture, and marketing will be the creativity that only humans can deliver.

In order to navigate this evolving landscape, it is crucial to focus on developing skill sets that leverage what AI cannot do. Executives, in particular, will rise through ingenuity and customer impact rather than just productivity. They will need to understand and cater to the 8 fundamental human desires:

• 1. The desire to be valued.

• 2. The desire to be appreciated.

• 3. The desire to be trusted.

• 4. The desire to be respected.

• 5. The desire to be understood.

• 6. The desire to not be taken advantage of.

In addition to these innate desires, there are 9 secondary desires that are driven by societal and environmental factors. These desires include the need for information, curiosity fulfillment, cleanliness, efficiency, convenience, reliability, beauty expression, cost savings, and the thrill of finding hidden gems. While these secondary desires are strong, they cannot surpass the power of the 8 fundamental human desires that are ingrained in us from birth.

To effectively tap into these desires and create experiences that resonate with potential customers, there are four key points to consider when stimulating fear:

• 1. Recognize when people are experiencing fear and stress.

• 2. Provide concrete actions to overcome the fear-induced stress.

• 3. Ensure that the recommended actions to escape fear are perceived as effective.

• 4. Ensure that the message recipients are capable of taking the recommended actions.

In conclusion, the future of personalization is exciting and holds great potential for both businesses and individuals. By understanding the value of non-scalable, human-intensive experiences, leveraging unique datasets, and focusing on developing skill sets that AI cannot replicate, we can create experiences that move and resonate with people. The key is to embrace the power of personalization while recognizing the irreplaceable value of human creativity in the age of AI.

Actionable Advice:

• 1. Embrace personalization and ensure that every digital experience is tailored to individual preferences.

• 2. Invest in unique datasets and proprietary understanding to gain a competitive advantage.

• 3. Focus on developing skill sets that leverage human creativity and ingenuity, as these qualities will become increasingly valuable in the age of AI.