October 7, 2025
Human Potential
Unlocking Human + AI Synergy: The New Innovation Paradigm
AI is being optimised for productivity. It’s brilliant at automating, accelerating, and scaling — making us faster, leaner, more efficient. But it’s a stretch to think the same model will work for creativity and innovation. Efficiency doesn’t inspire anyone. It doesn’t move markets, and it certainly doesn’t move people. The real innovators are asking something deeper: “How can AI help us understand unmet consumer needs that inspire fresh thinking and opportunities for disruptive innovation?” While many are racing to deploy AI for cost-cutting, a few are using it to uncover what truly matters. They’re discovering that the magic happens when AI’s pattern-recognition power combines with human design-thinking disciplines such as Jobs-to-Be-Done (JTBD). AI reveals correlations; humans supply context. Together, they expose the emotional and social dimensions behind behaviour that data alone misses. Spotify didn’t just tune algorithms to clicks but to moods. Mastercard realised the job wasn’t fraud detection — it was reassurance. These insights don’t just inform; they move.
Read More
