When Technology Begins to Feel "Human"
Do you, like me, feel that what we once saw in sci-fi movies is becoming reality? (No, I am not talking about Star Trek or Terminator, I am talking about something more realistic)
Lately, it seems like the futuristic ideas we grew up watching—robots, fully autonomous vehicles like Robotaxis, and more—are now shaping the world around us. Concepts that once seemed distant and fantastical are materializing in everyday life. The future we imagined is unfolding rapidly, and what once belonged to the screen is now becoming a part of our reality.
It was Thanksgiving weekend here in Canada, and with some extra time on my hands, I decided to watch the movie Her.
Have you seen it?
If not, I highly recommend it! Though it is a decade old, it feels incredibly futuristic. Without spoiling the ending, the movie explores themes that are very relevant today, especially when it comes to AI and human connection. Hats off to Spike Jonze for capturing these concepts!
Image courtesy: BBC
On a related note, I feel I must unpack something that was discussed at the Big Bang AI festival in Germany last month.
Yuval Noah Harari, a public intellectual and writer, highlighted in his discussion on AI, that the future will be shaped by the shift from the "attention economy" to the "intimacy economy."
Woah, Woah, Woah! Wait a minute, let’s read that again - “Attention economy”?
Hmm, well, that’s all of our social media.
Social media companies have long battled for our attention, but a new fight is emerging—for intimacy!?
A thought-provoking shift, indeed!
Let’s unpack it a bit more - The attention economy refers to businesses competing for people's focus, where our attention becomes a valuable commodity. Social media platforms like Facebook, Instagram, and TikTok exemplify this, as they use notifications, personalized feeds, and algorithms to keep us scrolling and engaged, capturing as much of our time as possible.
In contrast, the intimacy economy goes deeper, aiming to form emotional and personal connections with users. For example, smart devices like Amazon’s Alexa or AI chatbots learn about our preferences, emotions, and habits, providing more personalized experiences that feel more human and emotionally resonant. Rather than just capturing attention, these technologies build intimate relationships with users, often predicting needs and offering personalized interactions.
The transition from attention to intimacy reflects a shift from just capturing time to building meaningful emotional bonds.
As this shift happens, it will inevitably affect HR as well. The way companies engage with employees could become more personalized and emotionally connected, similar to the way AI and technology are already interacting with consumers.
So, what does this mean for HR?
Here are my thoughts and ideas. Just like in movies, these might sound futuristic but are not distant!
HR might shift from transactional relationships with employees to fostering deeper, more meaningful connections. AI tools could allow HR to understand employees' emotional needs and career aspirations on a more personal level, creating a more supportive and fulfilling work environment.
For HR, this means evolving from offering standardized benefits or blanket policies to curating individual experiences tailored to each employee’s mental and emotional well-being.
Tools powered by AI could assess factors such as work-life balance preferences, mental health indicators, and overall job satisfaction in real time, allowing companies to act proactively to retain talent.
Practical Applications in HR
Here are some ways the intimacy economy can reshape HR practices:
Personalized Development Plans: In future, AI can craft development strategies that align with an employee’s individual goals and learning preferences. Instead of generic training, employees can receive resources and mentorship based on their specific career paths and interests.
Emotional and Mental Well-being Support: AI-powered systems can assess stress, burnout risks, or emotional distress based on behavioral patterns or feedback, offering wellness support tailored to individual needs. This could include personalized wellness programs, counseling resources, or adaptive workloads.
Cultural Fit and Job Satisfaction: AI tools can help HR understand deeper aspects of employee engagement by monitoring how an individual’s values and goals align with the company’s culture. It can provide feedback on how managers should adjust communication or leadership styles to enhance team cohesion.
Flexible Work Design: AI can assist in designing work schedules, remote options, or hybrid work environments that best suit each employee’s lifestyle preferences, creating an environment where employees feel deeply understood and supported.
Addressing the Ethical Considerations
While AI in the intimacy economy holds significant promise, it also raises ethical questions, particularly concerning privacy. Yuval Noah Harari’s "Six Plagues of AI" warns about surveillance and exploitation risks, making it crucial for HR leaders to ensure transparency, consent, and boundaries in how AI analyzes and uses employee data.
Conclusion
As AI continues to develop, the intimacy economy provides HR with a unique opportunity to redefine the employee experience, fostering deeper connections and meaningful engagement. By applying AI “thoughtfully”, HR could create workplaces that prioritize emotional well-being and individualized support.