Working in HAIrmony: unleashing the power of artificial intelligence
Article by Ben Lorkin, Senior Research Director at Day One Strategy.
In today’s dynamic work environment, the integration of Artificial Intelligence (AI) stands as a transformative force, reshaping how we approach tasks, projects, and problem-solving.
At the heart of this AI revolution lies its dual nature: analytical and generative. Together, they form a dynamic duo, augmenting human capabilities and enabling us to do things faster, deeper and access new, previously hidden insights. This symbiotic relationship with AI allows us to focus on critical thinking and implications, as AI emerges not merely as a tool, but as a collaborative partner – a personal assistant of sorts.
At Day One Strategy, we pioneer the use of technology and AI. And reflecting on AI’s transformative power, we want to showcase three examples, taken from a recent paper presented at the March EphMRA London Meeting, of where AI has amplified efficiency and unearthed previously inaccessible learnings.
Case Study #1: Identifying personas using synthetic data
Our client was preparing to launch a new paediatric vaccination but lacked a comprehensive understanding of potential customer personas in this specific demographic.
Leveraging generative AI, we developed distinct customer personas—Proactive Parents, Concerned Caretakers, and Historically Influenced Guardians. Each persona encapsulated unique views on vaccines, shaped by diverse experiences, backgrounds, demographics, and beliefs. The process involved contextualising the business question, followed by specific prompts designed to elicit detailed responses then seeking reassurance with justification, evidence and references provided.
Whilst we shouldn’t rely solely on synthetic data, and it should always be validated through primary market research, this approach not only saved time but also provided insights that traditional market research might have overlooked due to budget constraints, time limitations, and the complexity of accessing certain demographics.
Case Study #2: Understanding beliefs, attitudes and behaviours towards vaccinations
In today’s digital era, videos serve as a ubiquitous means of communication, particularly on platforms like YouTube. To gain insights into public sentiment regarding vaccinations, and how beliefs, attitude and behaviour may have been influenced by the pandemic, in partnership with Phebi.ai we analysed 351 vaccine-related YouTube videos across three distinct COVID-19 pandemic time periods; before, during and after. By examining voice sentiment, we uncovered nuanced shifts in emotions throughout the pandemic, revealing crucial insights into public perceptions.
Amongst the general public, we saw how happiness towards vaccines peaked during the pandemic and persisted afterward as the majority of society embraced the vaccination program. And whilst conversations around safety and tolerability continued, anxiety, once dominant pre-COVID, receded due to the behavioural science principles of; social proof, risk aversion, authority, and normalcy to name but a few.
However, amongst experts, (HCPs, news reporters, scientists) findings revealed an increase in sadness when talking about vaccinations post-COVID. This was particularly pronounced in videos underscoring vaccination significance and combating misinformation. Additionally, logistical challenges, pandemic-induced disruptions, and HCP burnout fuelled these negative attitudes towards vaccinations. The overwhelming burden of delivering vaccine programs, and with practices still struggling with the backlog, has left HCPs exhausted.
These findings not only enhanced our understanding of the human experience but also provided actionable insights to shape attitudes and behaviours towards vaccinations effectively.
Case Study #3: Developing support services to activate persona’s
And finally, we can work with gen AI to create solutions and interventions to activate desired behaviour. Of course, gen AI can do this independently but if we augment our conversation with new learnings, outputs are richer, more nuanced and customised to each persona. For example, Proactive Parents might best be activated through scientific information presented by experts in schools. Concerned Caretakers may benefit form myth busting videos and fact sheets and Historically Influenced Guardians may be receptive to community engagement programmes and social proof
Reflecting on the paper, we have showcased how generative AI can be used to generate persona’s with synthetic data, analyse voice sentiment to reveal the emotion behind the spoken word and create bespoke solutions customised to persona’s. These are just three examples that exemplify how Day One Strategy harnesses the power of technology and AI to drive innovation and to help our clients make faster and better decisions. That help unlock new possibilities in an increasingly complex landscape.
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