Future Jobs to Be Done
Ipsos spins the traditional “Jobs to Be Done” framework forward with future Jobs to Be Done (fJTBD). This builds on the theory that people consume to fulfill certain needs or accomplish specific tasks. For example, we don’t just watch Super Bowl ads, we hire a brand’s communications team to provide us with an entertaining experience to add creativity to a sporting event.
To bring it into the future, we envision powerful and plausible scenarios through strategic foresight. While many needs are enduring and do not change over time, the context of that job will change along with the potential solutions and alternatives. These scenarios help us define the circumstances in which people may find themselves, like considering whether an ad created by artificial intelligence is trustworthy compared to one designed and produced by a team of humans.
We use fJTBD to tie these scenarios to actions that organizations can take to help people meet future needs. While it’s typical in foresight to create fJTBD clusters, we’re sharing one scenario here as an example.
In a world where creativity becomes increasingly intertwined with artificial intelligence, marketers to consumers to ad executives will learn to navigate authenticity alongside the explosion of AI-generated and hyper-personalized content.
Potential fJTBD:
- Help me as a creative professional to develop compelling and impactful content using trusted new technology
- Help me as a consumer to understand the role companies will hold in ensuring their communications are authentic
- Help me as a consumer to understand how AI and AI-produced advertisements will be held accountable for claims referenced within
- Help me as a consumer to find media and advertising sources I can rely on for accurate and unbiased information
Imagine a world where … it’s mandatory for personalized ads to denote both when the content was created by AI and what data of yours was used to train the model that created the campaign.
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