advertisement

The Fast Company Impact Council is an invitation-only membership community of top leaders and experts who pay dues for access to peer learning, thought leadership, and more.

BY Laura Hertz

Listen to this ArticleMore info 0:00 / 0:00

When a young employee was given options for a gift by her employer, she didn’t choose a candle, a journal, or a day at the spa. Instead, she chose to donate the funds to pay for cancer patients’ rides to their treatment centers.

Her decision had a deeply personal connection: Her own mother was going through cancer treatment, and she knew how hard even simple logistics could become during an already difficult time.

Would an algorithm have predicted her choice, or the emotional significance behind it? Probably not.

AI can predict preferences, personalize communication, and automate interactions at a scale businesses couldn’t before. And in many cases, that’s incredibly useful.…