Build your marketing ark: A framework for AI, empathy, and design

The article you've shared offers a compelling perspective on how brands can navigate the current landscape by focusing on emotional intelligence and customer well-being. Here are some key takeaways and actionable steps based on the content:

Key Takeaways

1. Empathy Audit: Identify where customers feel confused, hesitate, or leave your site. Use qualitative data like interviews, session recordings, and support tickets to pinpoint these moments.

2. Simplify for Cognitive Ease: Reduce cognitive load by simplifying choices, using plain language, and cleaning up navigation paths. This approach respects the customer's mental energy and enhances their experience.

3. AI as a Shepherd: Deploy AI to enhance clarity and confidence rather than pushing aggressive automation or creating a sense of urgency. The goal is to make customers feel helped, not herded.

4. Protect Team Energy: Audit where your team’s cognitive energy goes each week and identify routine, reactive, or repetitive tasks that can be automated with AI. Protect the hours dedicated to human judgment, creativity, and relationship-building.

5. Measure Emotional Outcomes: Start tracking emotional metrics alongside traditional performance metrics. Use simple post-interaction surveys, monitor search data for confusion signals, and review support ticket themes for friction patterns.

Read the full article at Search Engine Land

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