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News humans to override and change and reduce stuff the GenAI does, This is important, and is one of the key attractions of GenAI.
so they feel like there’s a safety catch built into this approach.” It dovetails nicely with trends in enterprise gamification, a con-

How the chip sector This fits with what some users are seeing. While Schuerman sumer-like approach to application user experience (UX).
is gearing up for adds that there is plenty of experimentation, embedding GenAI For Alexandre Pham, vice-president of EMEA at marketing
the AI revolution
into existing ways of working is going to have a profound impact analytics app maker Adjust, gaming app design uses basic psy-
– the sort of impact that AI has always promised but not yet chology to keep users engaged and focused on their goals, and
How ISC2 aims
to overcome really delivered. therefore helps to engage users,
cyber barriers Peter Wood, founder and CTO “busInesses crave effIcIency especially the younger, digital-
at Spectrum Search, a Web 3, native cohort.
Editor’s comment blockchain and crypto-focused and InsIghts, and genaI “Progress bars, milestones and
recruitment firm, agrees. “In my interface personalisation, for exam-

Buyer’s guide experience, spearheading develop- serves as the brIdge” ple, lead to elevated levels of user
to the future of ments in AI and leveraging its power engagement,” says Pham. “By incor-
business software PEtEr Wood, sPECtruM sEarCh
in enterprise applications has been porating these elements, enterprise
a game-changer,” he says. apps can create a more stimulating
Harnessing large
language models “Major tech giants like Google, Microsoft and Salesforce are and enjoyable app experience and expect to see comparable
for education making significant headway. They’re integrating GenAI into their results to gaming apps – most notably, improved user engage-
platforms to create more intuitive user experiences, predictive ment, increased retention and higher user satisfaction.”
analytics and automated decision-making capabilities.” As Schuerman says, this is not new, but becomes even more
interesting when GenAI is thrown into the mix. He admits he has
whAt is the rAtionAle? already been having conversations with a banking data scientist

“Businesses crave efficiency and insights, and GenAI serves as about this, to help with workflow and productivity.
the bridge,” says Wood. “At Spectrum Search, for example, we’ve “The same model can apply to business processes, or engag-
harnessed AI and ML [machine learning] to revolutionise the cli- ing with customers,” says Schuerman. “AI plays a role in doing
ent and candidate experience. We’ve noted the trend of borrow- this because AI can detect intent – what are you trying to do? –
ing elements from consumer interfaces and games to ensure and get you to the thing that actually drives that intent faster.”
user-friendliness. This blending makes enterprise platforms more A key thought here is perception and preparedness. Are there
engaging and familiar, easing the learning curve for users.” similarities with the early days of the world wide web, when there

computerweekly.com 21-27 November 2023 13