Madalena Costa

The age of agency: When products start to think and act

Why do so many AI pilots fail? Because AI can optimize anything except relationships. Learn to build products that truly collaborate with your users.

The age of agency: When products start to think and act
#1about 4 minutes

The shift from traditional tools to adaptive AI products

AI products are evolving from passive tools into adaptive partners that think with us, though many pilots fail because they don't successfully change user behavior.

#2about 3 minutes

Designing intelligent systems using the beehive analogy

A beehive serves as a model for designing AI, emphasizing distributed intelligence, simple rules, and local signals to create complex, adaptive behavior.

#3about 3 minutes

Using behavioral signals to reduce user friction

AI can interpret user actions like clicks, pauses, and drop-offs to detect friction and proactively suggest solutions, such as breaking large tasks into smaller subtasks.

#4about 3 minutes

Adapting product experiences with contextual signals

Contextual signals like time of day, device, and calendar events allow AI to automatically adjust the product experience, such as enabling a focus mode after work hours.

#5about 2 minutes

Personalizing interfaces with user preference signals

By analyzing patterns in micro-decisions, AI can infer user preferences to automatically adjust layouts and default views for a more tailored experience.

#6about 3 minutes

Building resilient products with external signals

Integrating external data signals, such as weather forecasts, enables AI to be resilient and proactively adapt plans, like rescheduling an outdoor meeting for rain.

#7about 3 minutes

Learning from cautionary tales of AI implementation

High-profile failures from companies like Klarna and Air Canada show the risks of optimizing AI for speed over human relationships and trust.

#8about 2 minutes

Combining human empathy and artificial intelligence

The future of AI products relies on combining data with human empathy, using AI as a tool that complements irreplaceable human skills like creativity and relationship-building.

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