January Virtual: AI & Marketing Technology
Giving Your Team the Space to Be Creative With AI, While Using Guardrails Too
A common frustration voiced by Spanish-speaking grandmothers and mothers across the country sparked a revolution at GE Appliances. Their question was simple: “Why can’t a washing machine understand us?” Answering that question led to the company reimagining its corporate culture, talent pool, and approach toward innovation. The story of GE Appliance’s Spanish-language washing machines began with an employee resource group and culminated in defining the organization’s new corporate philosophy. “We created it in a way that those cultural nuances would be recognizable when you spoke to it,” Rocki Rockingham, the chief HR officer at GE Appliances, said during a fireside chat at From Day One’s Miami conference.For Rockingham, Spanish-speaking washing machines are more than a new product feature. It symbolizes a radical shift in how the organization approaches artificial intelligence and how it empowers the employees closest to customer issues to build solutions, valuing intellectual curiosity as much as technical expertise. From “Can’t” to “Can”: Redefining How Work Gets DoneCorporate functions, like human resources, were historically seen as guardrail enforcers, flagging processes that couldn’t be done with new technology, especially regarding data privacy. GE Appliances has a different approach. “We really took a different philosophy and said, ‘We’re not going to lead with can’t. We’re going to lead with can,’” Rockingham said. “We’re going to lead with ‘yes,’ then we’re going to work backwards,” she told moderator Tim Padgett, Americas Editor at WLRN-NPR News. Rocki Rockingham, CHRO of GE Appliances, spoke during the fireside chat This “work backwards” approach means giving teams access to new technologies and allowing them to experiment, ideate, and create without constraints. The goal is to push teams to be creative from the onset. “Don’t start the project thinking, ‘I can’t do this,’” she said. “Start the projects thinking ‘I can do whatever I want to do.’”Managing a Multigenerational Workforce Through Common GroundA significant challenge GE Appliances has faced as its new open philosophy is deployed is managing a workforce that spans five generations, from Baby Boomers to Gen Z. “They communicate differently, they think differently, they assimilate differently,” Rockingham said.GE Appliance’s strategy hasn’t been to force a single style on all these unique personalities, but to find common ground. “We look at what are the things they have in common, and try to create a crossroads and a balance there, and create a communication opportunity for them to then create together,” Rockingham said.This is vital when bringing teams with varying attitudes toward work together, from Baby Boomers' preference for traditional office spaces, to younger generations’ desire for flexible schedules and opportunities to work remotely. Generational gaps also exist regarding trust levels in technology, particularly newer ones. Rockingham observes that while younger employees aren’t more trusting of AI than their older counterparts, they’re “more willing to take chances. To try new things, to do things differently.” Gen Z employees, for example, grew up with advanced supercomputers in their pockets, which inherently influences their perspective on technology. GE Appliances encourages the use of technology like AI by giving everyone “permission to learn differently and to learn more.” Business solutions can then be created from the lessons discovered. The “Zero Distance” Philosophy and Micro EnterprisesGE Appliances uses a “zero distance” philosophy to formalize its culture of innovating by empowering employees. “We narrow the gap between where the work is done and the output, so between the customer and who creates,” Rockingham said. This encourages co-creation and gives employees a direct relationship with the outcomes of their work.The zero distance philosophy is structurally supported by breaking up the organization into micro-enterprises, which are small teams dedicated to a single product line, like washing machines. “We’ve pushed into that micro-enterprise to say, ‘Okay, you’ve got this AI technology. Now you, being subject matter experts in dishwashers, go and create an idea and tell us what AI can do within your business,’” Rockingham said. An AI Lab and an Emphasis on Intellectual CuriosityTo further support its zero distance initiative, GE Appliances created an internal artificial intelligence lab, staffed with experts who work solely on AI projects. Employees can consult with these experts for guidance, and partners from higher education institutions, like the University of Louisville and the University of Kentucky, bring in professors for seminars and advanced students to hire and rotate through the lab, helping to address the challenges that come with the real-world application of AI. “What you want to do is you want to hire people who are curious,” Rockingham said. “You want to hire people who have an aptitude to think differently about how they work.” Doing so requires moving beyond traditional credentials and historically undervalued “soft skills.” “We’re having to dig deeper and look beyond just the credentials that are on the paper and say, ‘Well, how curious are you?’” she added.Humanizing Change, Not Just Managing It“The biggest thing I’ve learned is we have to stop managing change and start humanizing it,” Rockingham reflected when describing her experience helping to implement GE Appliances’ zero distance philosophy. This means creating an environment where people have the freedom to be creative and co-create, embracing the “zero distance” ideal.The change has helped Rockingham and her team to move beyond spreadsheets and rethink how they measure return on investment, focusing more on the talent profiles needed for recruitment and retention. The products that have been created under this new philosophy are the ultimate proof of concept. GE Appliances now uses co-creation centers, where the general public works alongside engineers and marketers to brainstorm and build. One such collaboration led to the creation of a small-batch mushroom grower that sold out within two months via crowd-sourcing, demonstrating a strong connection between public inspiration and commercial output. GE Appliances’ journey suggests that competitive advantages don’t always come from the best algorithms in the age of AI; they can also spring from a culture that asks grandmothers what they need from a washing machine, and addresses it head-on. Ade Akin covers artificial intelligence, workplace wellness, HR trends, and digital health solutions.(Photos by Josh Larson for From Day One)
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