Emotive AI
How generative AI can power breakthrough customer experiences

Over the past few years, generative AI has rapidly progressed toward more human-like interactions. It’s opening up new ways for brands and businesses to understand and interact with their users. And it’s only the beginning.

At the start of April, we brought together a panel of AI leaders from a range of backgrounds and businesses for an in-depth discussion , Emotive AI: How can AI make customer experiences more emotionally resonant, rewarding and retentive.


Moderator: Farrah Bostic, Founder, the Difference Engine

  • Alejandro Matamala-Ortiz, Co-founder and CDO at Runway
  • Carly Burton, Director of GenAI Product Design at Meta
  • Joe Preston, VP of Product and Design at Intuit
  • Maz Karimian, Head of Strategy at ustwo
  • Saira Jesani, Deputy ED at Data & Trust Alliance

Some key takeaways:

  • With the growing sophistication of Generative AI, brands have new opportunities to adjust their voice and tone for different contexts and consumers – even along an individual consumer’s changing journey over time – rather than having one static, standardised way of speaking.
  • The devil’s in the data. Be careful to choose the right third-party model or build the best partnership model to align with your business’s values if you’re not building your own model.
  • As generative AI becomes more sophisticated and its capacity to create emotive experiences grows, we need to focus on developing best practices. These could include labelling AI-driven experiences or incorporating moments of friction into digital experiences so users are aware of what they’re consuming.
  • Trust is at the core of any relationship. It takes time for two people to trust each other. The same, understandably, goes for users’ trust in AI.

For the full conversation, watch the video above or head to ustwo’s YouTube channel.

Change is coming fast. At ustwo, we’re embracing the potential of AI, while approaching it with a human-first lens that aligns with our values like safety and responsibility.

Want to chat more about the future of AI? Reach out to us at