Designed Intelligence

LivesAI is in our

It disrupts many
industries, in a good way
Customer Care
The Irish Revenue Commissioners have
launched the world’s first virtual tax
agent1. This service provides 24/7
automated customer support, with the AI
handling 55% of calls from start to finish.
Personalization
Stitch Fix uses machine learning to
match customer’s fashion preferences to
a vast array of clothing options2. They are
now starting to use this data to generate
their own bespoke fashion items.
Design and Manufacturing
Generative design tools quickly
synthesize a wide range of concepts
based on parameters and constraints set
by a designer3. This can help expand the
vision of industrial designers.
Designed Intelligence

It also impacts businesses
in unexpected ways
Complacency and Risk
A series of fatal crashes involving
autonomous vehicles have been
attributed to over-reliance on AI5. Car
producers are now resetting their targets
for L5 automation manufacturing rollout.
Legal Challenges
Teachers in Houston won a legal
challenge against the school district’s
use of performance ranking software
when its producers would not disclose
how it worked6.
Fairness and Reputation
A number of organizations have had to
withdraw AI solutions due to issues of
algorithmic bias4. This crosses diverse
areas from recruitment to credit scoring
to judicial sentencing.

Business are accelerating their
adoption of AI.
80% of companies report that AI is in
production in their organization in some
form7.
75% of executives say AI will be actively
implemented within their organization
within 3 years8.
The overwhelming majority of Americans
(82%) believe that careful management of
robots and/or AI is necessary9.
There are more Americans who think that
high-level machine intelligence will be
harmful than those who think it will be
beneficial to humanity.
Consumers and employees are growing
wary of its effects on their lives.
Organizations and
people see things
differently

We’re hearing
new questions
from clients
about AI
“How do we become an
intelligent, data fluent
organization?”
“How can AI improve the
efficiency of front-line
employees?”
“How can AI help me identify
new consumer offerings?”
“How can I move AI from the
lab to the real world?”
“How much automation
makes sense for my
organization?”
“How do I convince leadership
to act on data insights?”

But most of
these challenges
are really
about people
“How do we become an
intelligent, data fluent
organization?”
“How can AI improve the
efficiency of front-line
employees?”
“How can AI help me identify
new consumer offerings?”
“How can I move AI from the
lab to the real world?”
“How much automation
makes sense for my
organization?”
“How do I convince leadership
to act on data insights?”

Designing for
Artificial Intelligence

Designing for
Artificial Intelligence
means designing for
Human Intelligence

Designed
Intelligence
A systematic approach for unlocking the full
potential of human and artificial intelligence
for your organization.

works at three levels
Empowering
people within systems
Enhancing
the human experience
Envisioning
new strategies

Leverage informed
intuition to explore
AI enabled futures
Envisioning new strategies
Organizations typically identify unmet
market needs through human intuition or
data analysis. However by supercharging
design thinking with data science we guide
organizations towards informed intuition.
This surfaces new kinds of opportunities for
products, services or radically new
business models.

Achieving financial wellness requires people to develop
good money habits, but we all need some help with this.
Using behavioral research we identified constraints and
motivations for spending and saving.
Using machine learning we can help people monitor and
understand their habits and cope with unexpected costs.
By combining human insights with AI-powered
awareness, we’re helping retail banks envision new
personalized services that go far beyond the bricks and
mortar experience.
Fostering
Better Finance

Give people
enhanced abilities
by pairing them
with AI
Enhancing the human experience
Some technologies are good at perceiving
the world around us to understand context.
Other technologies are good at processing
and organizing knowledge. By pairing people
with these technologies we give them new
skills and enhanced experiences.

28 Active markets | 32k downloads | 13,5k home simulations
By designing products that blend human capabilities
with AI we can design automagical experiences.
Working with Velux we developed an application that
lets home-owners visualize how adding new windows
could transform their living space.
Combing computer vision and AR with a seamless
interface gives the average home-owner the ability to
imagine 3D space with the vision of an architect.
Velux

Empowering your
people to operate
within complexity
Empowering people within systems
In an increasingly interconnected and
complex world, AI can sometimes further
reduce transparency. A machine’s logic
doesn’t always make sense to humans,
leading to unexpected and often systemic
consequences. Design principles like
explainability and resilience can help, but
they do not come free. They need to be
holistically designed into the fabric of your
business..

Designing AI powered systems that interact with
existing workers and complement their practices is
key to ensuring adoption. This was a key consideration
in our work with national postal services where we
developed a transformative solution that allows them
to compete with same day delivery services.
By combining demand prediction, route optimization
and real time information exchange between drivers,
dispatcher and the algorithms the business can evolve
into a continuous collection and delivery model.
Accenture
Logistics Platform

How does
Designed
Intelligence
work?
New kinds of challenges
need new kinds of tools

At its core, your executive sets the directions and
strategies for the business. The organization of
people, processes and infrastructure drives its
operation. Its ecosystem describes your customers,
partners and wider network.
Designed Intelligence addresses the drivers that
underpin these aspects of your business.
How does it work?
Your business has
multiple layers
Strategy
Executive
Systems
Organization
Experience
Ecosystem

Visionaries
Visionaries have AI as a part of a strategic
DNA, seamlessly incorporated into processes
and offerings. Expert skill levels enable swarm
intelligence for complex ecosystems. Deep
impact on humans, culture and society.
Explorers
Explorers have some technical infrastructure
in place which can enable AI prototypes and
small-scale deployments. Rising skill levels
enable use of AI to optimize processes and
support innovation.
Observers
Observers are just starting out on their AI
journey. There may be some small AI
experiments but leadership have not yet
bought in to AI skills and infrastructure.
How does it work?
Parts of your business
are further along on
their AI journey
Explorers
Observers Visionaries
Strategy
Executive
Systems
Organization
Experience
Ecosystem

AI Creative
Matrix
System
Mapping
Human + AI
Relationship
Audit
AI/Data
Rumble
AI Experience
Prototyping
Human + AI
Interaction
Principles
provides tools that guide
you to the next level of
human AI collaboration
How does it work?
Explorers
Observers Visionaries
2
3
4
5
6
Strategy
Executive
Systems
Organization
Experience
Ecosystem
1

AI Creative Matrix
How can you ensure that our AI investments will
have a real impact?
Technology is cool, so it’s tempting to try to find a
use for it, but that’s the quickest route to failure.
We start by helping you frame the core business
challenges, then use the AI creative matrix to
identify an appropriate technology that meets
your needs.
This tool describes AI in human terms, making it
accessible to everyone and democratizing the
ideation process to allow all stakeholders to
understand its impacts.

How can AI, Data and Design help you drive
innovation in your business?
This approach combines strategy, design thinking,
data journalism and live data analytics to help you
see your business from a new perspective.
In the context of strategic challenges we source
relevant data sets, work with you to reveal insights
and use narrative development to craft
compelling, data-driven stories. These provide you
with the confidence and the evidence needed to
shape innovative strategies.
AI + Data Rumble

How can you rapidly test an AI-supported
experience?
Voice assistants, robotic agents, smart cameras
and recommendation systems are changing the
way in which humans interact with systems. The
technology underlying these innovations is
mature, but the specific user experiences can
result in adoption or rejection of a solution. We
support low, mid and high-fidelity prototyping of
AI-driven experiences to study user responses and
catch any red flags early.
AI Prototyping

Human +
Machine Audit
Should you automate a process or augment your
workforce with AI?
Automation can bring huge efficiencies, but AI’s
extension into perceptual and cognitive tasks can
also bring risks. Research into safety critical
systems has shown that over-automation can
make processes fragile and less resilient to
change. The human and machine audit assesses
key criteria like complexity, criticality and
accountability protect against unexpected
consequences.

System Mapping
Where can AI bring the most value in your
organization?
Your business blends people, practices,
information, technologies and services. Mapping
out the relationships between these various
systems allows you to identify opportunities for
introducing AI and automation or radically
transforming business processes. Systems maps
allow you to plan for service adoption, dynamic
flexibility and business resilience.

How can you ensure that people will adopt a new
AI-powered service ?
To successfully integrate AI into an existing
organization, it needs to be less of a mystic oracle
and more of a team player. Based on research into
the qualities of collaborative colleagues we’ve
developed interaction principles that guide the
design of specific functions and features needed
in joint AI + Human systems.
Observability
Directability
Feedback
Resilience
Responsiveness
Contextuality
Communication
Expertise
Learning
Adaptability
Efficiency
Empathy
Seeing and understanding actions
Guiding one another when needed
Using Pattern recognition to improve
Coping with unexpected events
Synchronizing interactions effectively
Situation awareness and mindful design
AI + Human
Interaction
Principles

Designing human + AI collaboration requires
multidisciplinary perspectives. We blend the skills
of design, technology and business with our
clients’ domain expertise. This combination
enables us to create human-centric, AI-powered
digital services with positive impact.
Who
Designs
Intelligence?
Data
Science
Systems
Design
Systems
Architecture
Data
Design
Business
Strategy
Behavioral
Science
Domain
SME

Complex problems
need a joined-up
approach
As part of Accenture we bring the experience of:
Accenture Strategy with its focus on growth, profitability,
technology-driven transformation, M&A, operating models,
and sustainability.
Accenture Applied Intelligence with its unique approach to
combining AI with data, analytics and automation under a
strategic vision to scale AI and transform business.
Fjord and Accenture Interactive’s approach of putting people
first, to design, build and launch experiences that redefine
industries in this constantly evolving digital era.

Come and create
the future with us
Envision
New Opportunities
Enhance
To test the experience
Empower
To prove the value
Build the momentum, buy-in and
trust needed to co-create AI-
powered products and services.
Test the feasibility, desirability and
wider impact of solutions to give
the confidence to move forward.
Quantify the value and plan your
rollout by embedding a proof of
concept in your environment.

DISCLAIMER: This document is intended for general informational purposes only and does not take into account the reader’s specific circumstances, and
may not reflect the most current developments. Accenture disclaims, to the fullest extent permitted by applicable law, any and all liability for the accuracy
and completeness of the information in this presentation and for any acts or omissions made based on such information. Accenture does not provide legal,
regulatory, audit, or tax advice. Readers are responsible for obtaining such advice from their own legal counsel or other licensed professionals.
Accenture, its logo, and New Applied Now are trademarks of Accenture.
About Accenture
Accenture is a leading global professional services company, providing a broad range of services in strategy and consulting, interactive, technology and
operations, with digital capabilities across all of these services. We combine unmatched experience and specialized capabilities across more than 40
industries—powered by the world’s largest network of Advanced Technology and Intelligent Operations centers. With 509,000 people serving clients in more
than 120 countries, Accenture brings continuous innovation to help clients improve their performance and create lasting value across their enterprises.
Visit us at www.accenture.com
References
1. https://www.accenture.com/gb-en/case-studies/public-service/revenue-voicebot?src=ECAMP
2. https://algorithms-tour.stitchfix.com/
3. https://www.autodesk.com/solutions/generative-design
4. https://www.reuters.com/article/us-amazon-com-jobs-automation-insight/amazon-scraps-secret-ai-recruiting-tool-that-showed-bias-against-women-idUSKCN1MK08G
5. https://cleantechnica.com/2019/07/15/police-still-investigating-last-years-uber-autonomous-vehicle-crash/
6. https://www.courthousenews.com/houston-schools-must-face-teacher-evaluation-lawsuit/
7. Global survey of 260 organizations for Teradata by Vanson Bourne.
8. Global survey for Accenture Applied Intelligence/Intel/SAS by Forbes Insights.
9. https://governanceai.github.io/US-Public-Opinion-Report-Jan-2019/executive-summary.html

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