36 COVER STORY Customers find the right products faster, with more confidence in their choices. That improves conversion and engagement while reducing friction for the customer, so the experience feels more personal and less like searching through a catalogue. The company can also scale personalised recommendations without adding manual effort for teams. AI handles the initial guidance, while the brand still defines the style, rules and experience.” Hertogh stresses that the right data foundation, governance and human oversight are essential to ensure services like these provide accurate and responsible responses. “When those pieces come together, organisations become far more agile,” he says. “They’re able to sense, decide and act much more quickly – which is a critical advantage in today’s environment.” As these examples suggest, deploying AI is only one part of a successful strategy. Different levels of human intervention will be needed to ensure the technology delivers positive outcomes across different industries. Ultimately, trust is the glue that will cement solid human-AI teamwork. “Increasingly, work will happen through human-agent teams, where AI helps with execution and people guide the process,” says Hertogh. “The level of human involvement should match the level of risk. In high-stakes scenarios such as clinical decisions, financial approvals, safety or compliance, a person still needs to review the output and make the final call. In lower-risk workflows such as drafting, summarising or routine process automation, AI can do more with lighter oversight. “Trust is the key. Organisations need to understand what AI is doing, whether the output is accurate and when someone needs to step in. That is why governance, transparency and monitoring matter. When firms are confident their data is secure, governed and under their control, they can move faster. They can unlock the value of AI at scale, without introducing unacceptable risk. As this evolves, people will spend less time on repetitive tasks and more time guiding, validating and improving how work gets done. Those that align oversight with risk will be the ones that scale AI with confidence.” Cooper University Health Care illustrates how trust between humans and AI delivers results. “Clinicians were spending one to two hours after their shifts finishing documentation, which was taking time away from patients and driving burnout,” explains Hertogh. “They introduced Microsoft Dragon Copilot, Ask Ralph is an AI-powered app that provides personalised, conversational style inspiration for Ralph Lauren customers
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