Senior leaders are feeling the push from shareholders to continue driving their organizations forward, but is AI the answer? Just because AI is front-page news, is it right for your organization? Are the implications truly understood? These questions and more are crucial for leaders as the AI evolution continues to shape the next wave of work. Clearly, AI will profoundly transform our lives in the years ahead. Finding the balance between opportunity and implications is key to our success as well as to our future. This overview by Whynde Kuehn and Mike Clark explores these opportunities and implications, discusses how business design can be a crucial guide for AI, and provides key recommendations for moving into action.

1. GUIDING THE
ADOPTION OF
AI WITH
BUSINESS
DESIGN
BY WHYNDE KUEHN AND
MIKE CLARK
COPYRIGHT © 2020 WHYNDE KUEHN AND MIKE
CLARK

2. 2
Business Landscape is
Changing

3. Projects Scope and Background
Traditional businesses had a clear direction and
approach to generating value
Market Knowledge
• Clear understanding of
the markets and how
best to compete
Time Known Parties Control
• Delivering value was
managed in a time frame
that enabled the business
to prepare
• Clear set of people to
engage with, ensuring the
process of delivery
became predictable
• Well understood
governance model,
ensuring controls in
place to predict the
business

4. 4
Growth of the
internet, data and
computing power
has changed the
way customers
interact with
businesses

5. 5
This combination
has created a
perfect storm
that will change
the very fabric of
business and life

6. Projects Scope and Background
Out of this perfect storm
came the commercial
adoption of AI, touching all
aspects of our lives
Correcting spelling, automating jobs, to extreme of enabling driverless cars, AI is quickly
becoming pervasive, changing everything we know, driving race for business adoption.

7. Organisations adopting AI find themselves exposed to an ever-growing list of stakeholders,
whose needs must be understood and managed.
Community Regulators Ethical Bodies
Environment Workforce Modern Customer

8. 8
What is the North Star?
How do leaders move forward
confidently in the right direction, whilst
also delivering an exceptional
experience to customers, addressing
workforce challenges, and balancing
the demands of stakeholders?

9. Business Design
busi·ness | ˈbiz-nəs de·sign | di-ˈzīn
Business design is a collection of disciplines that work together from an outside-in human perspective and
an inside-out organisational perspective to inform and translate changes to an organisation into actionable
initiatives, such as those introduced by AI opportunities.

10. Business design serves as a guide for AI adoption to help
executives lead their organisations toward true north and stay
on course.
Unearth
Workforce
Implications
Provide the
Structure for
Governance
Improve
Customer
Experience
Identify and
Point to
the Data
Manage
Stakeholder
Concerns
Create a Path
for Delivering
Change

11. Projects Scope and Background
Business design helps leaders make
better decisions about AI workforce
implications and planning.
Business design can illuminate:
• New capabilities or changes to how
capabilities operate requiring new
workers or new skills
• Transparency to provide a basis for
360-degree completeness checks
before implementing
• Capability automation opportunities
• Human and AI interactions
360-Degree Decision-Making
Service Blueprints and
Customer Journeys
Products and Services
Value Streams
and Capabilities
Customers and
Stakeholders
Processes
Technology
Informatio
n
Strategies and
Objectives
360-Degree Decision-Making

12. Projects Scope and Background
Business design creates
transparency for AI
governance and builds it
in from the beginning.
Business design creates a concrete tie between policies, ethics, and sustainability concerns to the
customer journeys, value streams, capabilities, processes, and technology that implement them.
When establishing AI, establishing this concrete tie up front helps organisations:
• Inform leaders on AI risks for decision making
• React quickly to shifting AI regulations, ethics, and other expectations
• Demonstrate compliance and transparency for AI policies and transparency for ethics
• Pinpoint root causes of AI issues for resolution

13. Projects Scope and Background
Business design leverages AI to
design a better human
experience.
AI can improve experience in a many ways, but if not implemented well, it can also detract from
experience when customers lose the human connection or face issues.
Business design improves customer experiences because organisations can:
• Design a service that considers the needs of people
• Design an experience that leverages the best solutions internally and externally
• Design an experience for everyone
• Continually test with people

14. Projects Scope and Background
Business design helps not
only to identify the data
that will power AI but also
ensures all appropriate
guardrails have been
considered and are put in
place.
Data is incredibly powerful and a key component of AI, though if not implemented well it can
have negative effects for customers, brand and reputation.
Business design helps organisations:
• Build trust and make customers want to share their data
• Understand how AI decisions are made
• Understand what data is needed and when
• Secure data and ensure it is protected

15. Projects Scope and Background
Business design facilitates organizational
sustainability focused on all stakeholders.
In our connected world, leaders are no longer just making decisions for their organizations but
must also balance AI opportunities with the implications on other stakeholders beyond their
typical purview.
Business design helps organisations:
• Address sustainability concerns in new ways with AI
• Perform and track stakeholder impact analysis
• Track sustainability performance
• Bring a new dimension to human experience
Opportunitie
s With AI
Stakeholder
Implications

16. Projects Scope and Background
Business design enables
effective strategy execution.
The opportunities and implications arising from AI will introduce change that needs to be
translated into action, from both outside-in and inside-out perspectives.
Business design helps organisations:
• Assess, reimagine, and reshape their business models
• Identify AI usage scenarios
• Set the vision, priorities, and path to execute AI-related changes successfully

17. 17
How can the
deployment and
management of AI be
successful without
business design?

18. 18
But business design
needs to practiced in
the right way: strategic,
seamless and focused
on practical business
value.

19. Moving into action requires leaders to introduce some mindset
shifts into their organisations and invest in new ways of
thinking.
Build greater systems
thinking skills and
competencies to manage
complexity
Commit to the journey
of establishing a
business design practice
Think Outside-In For
Customers and Society

20. 20
Recommendations for Moving Forward With AI and Business Design
Declare your
intentions and start
building your
business design
practice
Establish a
baseline for your
business
blueprints
Frame your current
AI efforts within the
business blueprint
Focus on the
human needs
Design with
the end in
mind
Define and understand
the capabilities and
required abilities
needed to bring AI to
life
Test and
learn with all
involved
parties
Embed
governance
and think
beyond the
walls of
business

21. Projects Scope and Background
AI offers a new dawn for business
with business design playing a key
role
The future is unclear, but AI has
the potential to reshape what we
know and transform all our lives.

22. 22
With the right tools and
methods, AI can
flourish and deliver on
its promises.
Business design and
human centric
approaches offer this
hope.

23. 23
Are you ready to take that
first step!

24. 24
Thank You!
Whynde Kuehn Mike Clark
mclark497@googlemail.comwhynde.kuehn@s2etransformation.com