Using AI to transform customer behaviour
The Challenge
Arçelik, a large multinational white goods company, sought to explore “How can Artificial Intelligence (AI) serve as an enhancing and transformative factor in the key themes of water scarcity, energy prices and shopping behaviour?”
My role
I led the horizon scanning and ideation process, drawing on quantitative and qualitative customer insights. Working with a cross functional team I mapped 32 AI-driven opportunity areas, then valued them based on value and feasibility. Through co-creation workshops, I developed concept sketches and storyboards for all propositions, turning 11 into validated, desirable, and scalable venture concepts. My process integrated customer research, rapid prototyping, experimentation with real users, and continuous iteration.
Solution and impact
Each product proposition placed AI technology at the core of the customer experience.
- The Brand Hunt app – an AI powered interactive game that rewarded ad engagement with discounts. It achieved a 40.0% landing-page conversion rate, driven by gamified interactive and personalised content.
- The ‘Close The Loop’ concept, enabling frictionless recycling through item recognition and automated pickup, saw strong engagement, and a surge in customer enquiries.
Across concepts, experiments demonstrated how AI could drive behavioural change, enhance brand engagement, and promote sustainable habits.
Depth of technology
- Prototypes: Figma (UI/UX), Galileo.ai, Stitch, DALL.e.
- Build tools: Webflow, Bubble.io, custom Javascript.
- Testing: Wizard-of-Oz landing page experiments linked with Google Analytics, Tag Manager, and Hotjar.
- Acquisition: Google, Facebook, and Instagram Ads.
This full-stack experimentation with real users gave Arçelik tangible evidence of customer traction before product investment.