Envision::a Code of Ethics
About the future servicescape with an advance of AI and its application. Minwoo Kim @Service Design I School of Design I Royal College of Art Final Review, 15 March 2017
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Build Future Servicescape
Design Future Service
Question:
What will be necessary for future service driven by AI?
“Artificial intelligence and complex algorithms, fueled by the collection of big data and deep learning systems, are quickly changing how we live.� (Harvard Law Today,2017)
Amazon go, 2016
“Businesses go beyond AR, VR and MR to create platforms on which customers, employees and partners can experience all the five sensestogether-in any environment they choose.� (Technology Vision 2016)
Mobile World Congress 2017
Future SERVICE PLATFORM
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Future SOFTWARE
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Future CONTENT
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Future HARDWARE
Future SOFTWARE
Cloud AI Platform will support new customer experiences by recognising human behavior directly.
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Edited”DIGITAL GROUND”, p.71, 143 “Technology Vision 2017: Technology for people” “The Era of Living Services,” Fjord, 2016. https://livingservices.fjordnet.com “4 ways Google Cloud will bring AI, machine learning to the enterprise”, Network World, 2017. http://www.networkworld.com/article/3179127/cloud-computing/4-ways-google-cloud-will-bring-ai-machine-learning-to-the-enterprise.html
Future CONTENT
Location-based service(LBS) will be expanded and will exist everywhere.
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Paraskevi Riga, Dr Xiaolin Meng, 2012 Technavio, 2014: http://www.technavio.com/blog/top-33-indoor-location-based-services-lbs-companies-in-the-us Business Insider UK, 2014 http://uk.businessinsider.com/beacons-and-ibeacons-create-a-new-market-2013-12 Business Wire, 2016 http://www.businesswire.com/news/home/20160926006308/en/Global-Indoor-LBS-Market-Grow-43.44--
Future HARDWARE
New Infrastructure will be necessary for AI supported future service.
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Bitner, M.J. 1992. Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, 56, 2, pp. 57-71. Novak, Th.P., Hoffman, D.L., & Yung, Y-F. 2000. Measuring the customer experience in online environments: a structural modeling approach. Marketing Science, 19, 1, pp. 22-42. Shankar, V., Venkatesh, A., Hofacker, C., & Naik, P. 2010. Mobile marketing in the retailing environment: current insights and future research avenues. Journal of Interactive Marketing, 24, pp. 111-120. http://fashionretailfuture.com/research-framework-servicescapes/
Future servicescape will provide a new kind of user interfaces and experiences.
Cloud AI Platform
Smart Contact Lens
data
Smart Lighiting
IRON MAN
Components of future servicescape
Smart Contact Lens
Smart Lighiting
A combination lighting and camera would empower AI to recognise people’s face, behavior and location everywhere.
Smart contact lens connected with AI could be an individual display embed on eyes.
PHILIPS & GE are focusing on a development of smart lighting.
GOOGLE & SAMSUNG are currently obtain patents about smart contact lens.
Prototype
Smart Contact Lens
Smart Lighiting
Cloud AI Platform can support new customer experiences.
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Location-based service would be expanded and occur everywhere for disconnected service.
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New Infrastructure will be necessary for AI supported future service.
People’s Experiences could generate new kind of value.
Opportunity Statement
How might AI-based service can create new kind of value by enriching people’s experience in the future servicescape.
ExperiShare Share and Sell Your Experience
“consumers aged 35 and under don’t like advertising and are much more trusting of information sources that are not actively focused on selling messages.” “74% of consumers say that positive reviews make them trust a local business more….” “91% of consumers read online reviews for local businesses.” “84% of people trust online reviews as much as a personal recommendation.” ….. user-generated content converted to customers at a rate 320
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% higher than shoppers who didn’t.
https://www.brightlocal.com/learn/local-consumer-review-survey/ Schafer, J.B., Konstan, J.A., Riedl, J., E-commerce recommendation applications. Beyond Authenticity:Winning consumer trust through co-creation, transparency and typography A report by The Future Laboratory, Monotype & Olapic
ExperiShare Offer customer share their experience via user-generated contents and deliver customer’s trust as a new social connection.
System Architecture
Advertisers and Retailers
Data Storage
User
One scene
Experience
Create advertising Trustworthy Advertising
User
Person
My//Bytes
Person
ExperiShare
Value User
Distributed ownership as a new social connection
Artificial Agency
Create new value via sharing
Provide a crime evidence Government
Build a new trust as a new social connection
ExperiShare
A behavior wizard for captology (Behavior change, all related to a sharing ownership and experience)
Green Behavior (Do new behavior, one that is unfamiliar)
Blue Behavior (Do familiar behavior)
Dot Behavior (just one time)
Watch compelling advertisement
Spon Behavior (specific duration)
Path Behavior (permanent change)
Purple Behavior (increase behavior)
Allow sharing experience In daily life
Sharing view with others
BJ Fogg and Jason Hreha, “Behavior Wizard: A method for matching Target Behaviors with Solution�,
ExperiShare
A behavior wizard for captology (Behavior change, all related to a sharing ownership and experience)
Green Behavior (Do new behavior, one that is unfamiliar)
Blue Behavior (Do familiar behavior)
Dot Behavior (just one time)
Watch compelling Discovery advertisement
Spon Behavior (specific duration)
Path Behavior (permanent change)
Purple Behavior (increase behavior)
Allow sharing Superficial experience Involvement In daily life
Sharing view with True Commitment others from now on
BJ Fogg and Jason Hreha, “Behavior Wizard: A method for matching Target Behaviors with Solution�,
ExperiShare
Service Experience Pyramid
SERVICE / SOCIAL LOYALTY
JOY OF USE
Building trust as a social connection
SHARING
EMOTION
Responding to the user’s emotional needs
CONTEXT
Responding to the user’s objectives and needs
AWARENESS AND CONSIDERATION
ALLOW
INTEREST
Modify Maslow’s Hierarchy of needs
Communicating the service offering and user advantages
Making the service available to the target group
ExperiShare
Scenario of System Architecture
Data Storage
User
One scene
Experience
User
My//Bytes
Value User
Collect and Record experience
ExperiShare
Scenario of System Architecture
Data Storage
User
One scene
Experience
User
My//Bytes
ExperiS
Value User
Distributed ownership as a new social connection and share experience
ExperiShare
Scenario of System Architecture
Advertisers and Retailers
age
Person
Create advertising Trustworthy Advertising
Person
ExperiShare
Artificial Agency
Provide a crime evidence Government
Build a new trust as a new social connection
ExperiShare
Advertiser Data Storage
How to work Experience
Create advertising Recognise and Analyse
My//Bytes ensures that users can keep track of their data output and eventually profit from it.
Encrypt user’s experience
Create
Trustworthy Advertising Sort/ Match/ Select
ExperiShare
Provide
Value
Artificial Agency might prevent the user from performing "unethical" actions.
Jamie Condliffe, DeepMind’s New Blockchain-Style System Will Track Health-Care Records, 2017.
ExperiShare
Service Life Cycle
People
Is interest
Considers joining
ExperiShare
Other AI Services
Advertisers and Retailers
Allows sharing experience
Selected
Become model of Trustworthy advertisement
Finds Appropriate experience
Selects suitable experience
Creating new value for sharing
Receives Necessary experience
Requests sharing
Is interest
Considers joining
Discovery
Provides Data for advertising Superficial Involvement
BJ Fogg and Jason Hreha, The behavior chain for online participation: how successful web services structure persuasion.
Agrees
Receives a compensation as a model Get a point as a new kind of currency
Offers new experience
Serves new service
Get a trustworthy advertisement
Obtain brand loyalty and Appeal to new user
True Commitment
ExperiShare
Scenario of Service Life Cycle
Florian
Is interest
Considers joining
ExperiShare
Selected
Become model of Trustworthy advertisement
Finds Appropriate experience
Selects suitable experience
Creating new value for sharing
Receives Necessary experience
Requests sharing
Other AI Services
Advertisers and Retailers
Allows sharing experience
Is interest
Considers joining
Provides Data for advertising
Agrees
Receives a compensation as a model Get a point as a new kind of currency
Offers new experience
Serves new service
Get a trustworthy advertisement
Obtain brand loyalty and Appeal to new user
ExperiShare
Scenario of Service Life Cycle
Florian
Is interest
Considers joining
ExperiShare
Selected
Become model of Trustworthy advertisement
Finds Appropriate experience
Selects suitable experience
Creating new value for sharing
Receives Necessary experience
Requests sharing
Other AI Services
Advertisers and Retailers
Allows sharing experience
Is interest
Considers joining
Provides Data for advertising
Agrees
Receives a compensation as a model Get a point as a new kind of currency
Offers new experience
Serves new service
Get a trustworthy advertisement
Obtain brand loyalty and Appeal to new user
ExperiShare
Scenario of Service Life Cycle
Florian
Is interest
Considers joining
ExperiShare
Other AI Services
Advertisers and Retailers
Allows sharing experience
Selected
Become model of Trustworthy advertisement
Finds Appropriate experience
Selects suitable experience
Creating new value for sharing
Receives Necessary experience
Requests sharing
Provides Data for advertising
Agrees
Receives a compensation as a model Get a point as a new kind of currency
Offers new experience
Serves new service
Get a trustworthy advertisement
Obtain brand loyalty and Appeal to new user
ExperiShare
Scenario of Service Life Cycle
Florian
Is interest
Considers joining
ExperiShare
Selected
Become model of Trustworthy advertisement
Finds Appropriate experience
Selects suitable experience
Creating new value for sharing
Receives Necessary experience
Requests sharing
Other AI Services
Advertisers and Retailers
Allows sharing experience
Is interest
Considers joining
Provides Data for advertising
Agrees
Receives a compensation as a model Get a point as a new kind of currency
Offers new experience
Serves new service
Get a trustworthy advertisement
Obtain brand loyalty and Appeal to new user
ExperiShare
Prototype
Experience
Smart Contact Lens
ExperiShare
ExperiShare
Ethical Consideration
In the future, it is apparent that all situations and contexts will be collected and recorded in AI-based servicescape, which AI can recognise people’s face and behavior, and then how might future service designer define the ownership of this phenomenon? Consequently, in future servicescape, service designer will have to consider the aim of their service, user’s ownership and how to make a trust via an ownership.
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Service purpose: “The greatest sharing for the greatest number”
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Ownership: Service could make a co-ownership based on individual data ownership.
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Trust: Service should be able to build a trustworthy social connection with greater population and sharing experience.
These are expected to enable us to make a new kind of social relationship as well as keep ownerships about one’s data.
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Jeremy Bentham’s utilitarianism The Neuroscience of Trust, Paul J. Zak, 2017 ASILOMAR AI PRINCIPLES, https://futureoflife.org/ai-principles/, 2017
Question:
What will be necessary for future service driven by AI?
Question:
What will be necessary for future service driven by AI? Answer:
A change in a concept of ownership is necessary to share our experience beyond physical goods in the upcoming new servicescape.
ExperiShare will help our life to gain much more value, trust and ____.
Envision::a Code of Ethics
Thank you
(special thanks to Envision members, J.Paul and Ron.)
Minwoo Kim @Service Design I School of Design I Royal College of Art Final Review, 15 March 2017