Ed Baker on AI and Business: Measuring Engagement for Success

What are some of the most important contributions that artificial intelligence will make to business? Ask ten people, and you’ll get ten different answers. But sometimes we get notions of how this is going to work, through presentations from people who have had a front row seat to the process for years.One of those people is Ed Baker. He started out in the late 90s as a student at Harvard, and completed grad school at Stanford.

He worked at Facebook, and then at Uber, and then on something called Whoop, a Fitness app. He started Friend.ly, and Datesite.com, and an app where people could “send hotness” to rate friends and classmates. Along the way, he learned quite a bit about engagement and conversion, and something he calls the ‘viral loop.’ In a recent TED talk, Baker went over some of his creations in his college days, mainly consisting of dating sites and social apps.Some metrics, he pointed out, can show stakeholders more about how their inventions are catching on in an audience. There’s the K-factor, and detailed analysis of life cycle activity showing how many users are converting to secondary engagements.Businesses, in turn, can use this data to craft better results for the delivery and sale of products and services.As Baker went along describing how to measure customer engagement, he gave us two examples of business decisions that took a lackluster result and converted it into a more significant success.The first one is in Facebook’s Japanese audience, where he said people just weren’t inviting each other to join. When they looked into the issue, they found that Japanese culture has a stigma around invitations, and so, as he pointed out, they changed the copy, and engagement soared.The second example was Uber’s activities in India, showing that users didn’t want to enter their credit card informatio

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