Andreas Welsch

Well, now we have enough data, to your point.

So it's highly likely that an AI model can make at least as good predictions and assumptions as people can do.

So where does that leave us, right?

Where do our human traits fit in?

And I would say a lot of times there, it's then about that human connection.

It's the relationship with the brand, the relationship with the person on the other side, understanding what does our customer, our consumer actually want and need, and maybe going through these different options that AI might give you.

I think it will erode trust when it goes sideways.

The second there is a fully automated process that goes wrong one time, even if it's one out of a hundred, one out of a million, it's the one time that counts, right?

So how do you...

How do you mitigate for that one time that it might not go right?

So I think a lot of times we need to have humans in the loop.

What was it, last year, two years ago, Apple released a short commercial, I think it was about the iPad, that created a big controversy.

All I remember was the beautiful guitar that got smashed.

And I'm sure there were people that were reviewing this.

But again, there too, we need to pay attention to how is this being received by different people, different parts of the population, different parts of our consumers, different regions, and so on.

Nothing there changes.

But something you mentioned about what does it feel.

So I teach management information systems to undergrads at a local university.

And in one of the modules, we talk about augmented reality.

And by the way, one company that I think does that pretty, pretty well is IKEA.