Alexa
Increasing Trust in Personified A.I.
Trust Strategy
I was recruited to create the Alexa Trust Marketing Team. My remit was to expand the communication efforts of the Alexa Trust organization to increase overall customer trust in Alexa. I spent my time working amongst the engineers and developers to get a view from “inside” Alexa. As a marketer, it was a fantastic opportunity and allowed me to develop a trust strategy that was built upon evangelizing our privacy and accessibility programs. I lead the creation of short films, new websites, packaging copy, Alexa commands and the first Alexa ongoing content program.
Alexa for Everyone
Examples of how we worked to make an emotional connection between the Accessibility community and Alexa. One leverages our customers and the other a new product release.
Problem: As the first piece created for the Alexa Accessibility program, we sought to create something that contained all our ambition and commitment in one clip. Insight: This community wants to believe in your sincerity and views authenticity as paramount. Solution: Demonstrate our commitment by composing a video comprised of UGC shared with us from the accessibility community. Piece the video together in such a way that it is closed captioned, has an audio description and focuses only on those features that are readily available. In this version, I have kept the audio description as I feel it highlights the way its intended audience experiences the piece.
Customers often feel that accessibility features can limit their natural expressiveness and move the focus to the disability. Insight: The very nature of how Real Time Text (RTT) is enabled, promotes the personality of its user. Solution: We played on the kind of personality forward banter and small-talk people can often take for granted to demonstrate how naturally the RTT technology can be used by customers with speech or hearing impairments. We were able to show how using RTT won’t inhibit your true personality from shining, but quite the opposite.
Alexa Accessibility Website
Advancements in personified AI such as natural language understanding are transformational. The problem is marketers tend to focus on the benefits of efficiency, communication and utility with a message that works to reach across boundaries of class, gender, and geography, but rarely ability. Our insight was that customers don’t want to be defined in terms of what they can’t do but want us to focus on what they can. Our solution was to shine a light on Alexa features that are naturally accessible and useful to people of all ability (solve for one, extend to many). We launched the Alexa for Everyone website that served as our content generator and home for short films, how-to documentation, customer stories and more, all amplified across paid, earned and owned.
Alexa Privacy Website
Within the personified AI space, trust is hard earned and easily lost. The problem with much of the privacy narrative in technology is that it is too often presented as legalese and does little to humanize the experience. Our insight was that no one ever, not even a single time, visited a branded privacy website without a concern. It could be big, it could be small, but there is a concern. Our solution was to empower Alexa customers to take an active role in their privacy through a conversational tone. I led the research and development of a new Alexa privacy narrative that started with a warmer privacy voice that when paired with simply designed iconography, met customer concerns with an overall experience designed to put the customer at ease before exploring the Alexa privacy features. Click Image to view.