FEATURE
W e may like to think our choices are based on logic, but research points to a significant emotional influence on every decision we make. That’s everything, from purchases – where 95% of decision-making takes place in the subconscious mind – to executive decisions. Which means that if you’re not accounting for the emotions that drive decisions, you’re only operating with half the story.
Let’s look at what drives a successful decision: 1. STIMULUS It starts with > >
2. GOALS As a business leader, you assess this stimulus against organizational goals and your own intrinsic ones, which are informed by the context you operate in and the mental models you rely on.
3. EMOTIONS Emotions act as a bridge, providing the instinct, empathy and human insight that turns cold information and smart, actionable choices. Years of experience only hones your context further
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4. DECISION Your final decision is heavily influenced by how well you have understood and leveraged those emotions.
a stimulus – a market challenge or opportunity, for example, that triggers the need for a decision.
to make this decision an informed one.
But here’s the catch: many decisions fail because they miss out that critical emotional step. Without emotional intelligence as well as data, there is a risk of making choices that are too mechanical and disconnected from the people they affect – employees, customers and stakeholders. “If the AI systems we build don’t engage with emotions, they will be disconnected from the real dynamics that drive business success,” explains Vijayalakshmi Murali, senior UX designer at Fractal. “Commercial success in AI isn’t just about scaling technology – it’s about creating experiences that resonate on a deeply human level. That’s where the real value lies.”
“The magic of AI design happens when you fuse logic with empathy, it’s in this intersection that AI becomes more than a tool – it becomes a companion for decision-making.”
AI with heart, not just logic So, why are so many businesses missing that emotional connection? Unfortunately, most AI solutions available today focus on efficiency. They’re great for automating tasks, but automation isn’t enough to transform your business. Imagine what you could achieve with AI that understands the emotional state of customers or employees and adjusts its responses in ways that resonate deeply, beyond basic logic.
“Foster collaboration & co-creation with employees and customers in your AI journey. Getting adoption is as much a battle as developing the AI models. Keeping stakeholder groups in the objectives of augmenting work with AI can help excite them, rather than cause fear & anxiety,” says Terri Bresenham, Co-founder Forte Health Advisors.
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Volume 10 ai:sight by Fractal
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