Do Machines Make Mistakes in Interactions With Customers?

THE YES, a shopping app for fashion brands, uses a sophisticated algorithm to create and deliver a personalized store for every shopper, based on her style preferences, size, and budget. After launching the app in 2020, the founders must decide whether to continue developing the algorithm to deliver on the company’s customer value proposition or to focus their resources on new customer acquisition, with the idea that more users on the app would improve the algorithm’s performance.

Harvard Business School senior lecturer Jill Avery and THE YES co-founder and CEO Julie Bornstein to discuss this make-or-break dilemma in the case, THE YES: Reimagining the Future of e-Commerce with Artificial Intelligence (AI).

This episode was recorded live at Harvard Business School on March 30, 2022.