Insights / Perspectives by Pavi Gupta
My writing on consumer research, AI adoption and the use of evidence in business decisions.
Articles and InterviewsA framework for improving how organizations use insights and AI.
Created by Pavi Gupta
The Infinity Growth Loop describes how AI and human insights can improve each other. AI can help people analyze research and work with large amounts of information. Insights into people’s needs can improve how AI is designed and used.
For example, understanding how a team makes decisions can help identify where an AI tool would be useful and what information it needs. Research with users can identify the changes and support they need.
The framework uses three questions: why the solution is needed, where to prioritize it and how people will use it.
Read Pavi’s full article at MRII ↗The Infinity Growth Loop, presented at
01 / Decision making
Research and data help leaders understand a problem and assess their options. The decision also depends on business context, practical constraints and the people affected.
I encourage teams to discuss what the evidence supports, what remains uncertain and who is responsible for the decision.
In practiceAgree on the evidence needed before making the decision.
02 / AI adoption
Checking and correcting AI outputs takes time. I call this the “AI verification tax”. It needs to be included when assessing the time and cost of using AI.
Measure the time needed to produce, review and correct an output. This gives the team a better basis for deciding where to use AI and what oversight is needed.
In practiceInclude review and correction time when measuring AI’s contribution.
03 / Consumer insights
Exploratory research helps teams understand problems they have not fully defined. It needs time in the research plan and a willingness to consider findings that challenge existing assumptions.
Review what is already known, identify unanswered questions and involve the people who will use the findings. Allow enough time for the research to inform the decision.
In practiceMake time for exploratory research when planning the work.
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