We are in the midst of a technology paradigm shift, and there is significant pressure on product teams to build Generative AI (GenAI) into their products. Navigating these uncharted waters requires decisions based on a deep understanding of user needs to ensure that this new technology is leveraged in the most beneficial way for both users and the business. This presentation emphasizes the necessity of creating a demand for insights by product teams and the democratization of evidence creation. Doing both can be achieved by defining features in a way that highlights the evidence supporting why they should work. By using the novel User Outcome Connection, teams can naturally identify what data is known and unknown about a feature. This framework makes the pursuit of new research to fill the gaps more straightforward, ensuring a solid foundation for decision-making.

By developing User Outcome Connection frameworks for key features, teams can design solutions that appropriately and effectively incorporate GenAI. This will be showcased through B2B and B2C examples illustrating the practical application and transformative potential of this approach.