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Hi Product People,

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AI is often surrounded by hype, but the reality of adopting it responsibly is far more complex. From hidden costs to governance challenges, implementing AI effectively requires a thoughtful approach that goes beyond chasing trends.

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For product leaders, the question isn’t just about what AI can do, but how to use it to solve real problems while managing risks and delivering value.

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In this week’s Product Thinking episode, I spoke with Jessica Hall, CPO at Just Eat Takeaway. Jessica shared her insights on adopting AI responsibly, balancing its opportunities with practical considerations like costs, team capabilities, and governance.

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We also explored how Jessica’s team handles the challenges of managing a global product portfolio post-merger. By consolidating tech stacks and creating a centralized platform, they’ve improved speed to market while adapting to the unique needs of 19 different markets.

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Customer closeness was another recurring theme. Jessica explained how her team stays connected to users through hands-on programs, like shadowing couriers, sitting in customer service, and observing restaurant operations. This approach ensures their decisions reflect real-world challenges and opportunities.

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Jessica also highlighted the importance of diversity in building better AI systems and product solutions. Diverse teams help tackle issues like bias while ensuring products are more inclusive and effective for a broad audience.

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If you’re curious about how AI fits into global product strategy, or how to build teams and processes that prioritize both innovation and responsibility, this episode has valuable lessons for any product leader.

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What challenges or successes have you experienced with AI? I’d love to hear your thoughts—feel free to respond to this email or join the conversation on LinkedIn!​

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P.S. Want to dive deeper into building an effective current state analysis? Our newest course, Mastering Product Strategy, will show you exactly how to do this - from initial data gathering to forming actionable hypotheses. The course launches in Q1 2025, and early birds save $200 with code HOLIDAY. Or get access to our complete course library, including Mastering Product Strategy, for just $1,999 with code LEARN2024. Both offers end on December 31st. Learn more here.​

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Key Moments on the Podcast to Check Out:

07:45 - Creating Customer Closeness Through Direct Engagement

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Jessica passionately advocates for the principle of "customer closeness," highlighting how integral it is for product managers to engage directly with customers. She has initiated a program called "Just Eat Takeaway Meets," which allows team members to immerse themselves in various roles within the company – whether that be delivering food, working in customer service, or experiencing the restaurant environment firsthand. This practice fosters a deeper understanding of the customer's journey and the challenges they face, which can be invaluable for product development.

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15:07 - The Hidden Costs of AI Implementation

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Jessica and Melissa get deep into the costs of AI, both the well-known and hidden costs that can appear unwanted during implementation. While many view AI and large language models (LLMs) as cost-cutting tools, the reality can be quite different. She discusses how organizations often overlook the full spectrum of costs associated with implementing AI technologies, such as self-hosting on platforms like AWS, which can be quite expensive. There's also the ongoing expense of maintaining skilled teams who can effectively manage and evolve these technologies to contend with. Jessica points out that businesses need to assess not just the upfront costs but also the long-term financial implications tied to customer acquisition and conversion metrics. This broader understanding helps organizations avoid the pitfalls of adopting AI for the sake of it without a clear strategy, ensuring they approach such implementations with a realistic mindset.

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22:02 - The Power of Diverse Teams in AI Development

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Jessica advocates for the importance of diversity in teams working on AI initiatives. She believes that having a variety of perspectives leads to more innovative solutions and a greater understanding of the diverse user base that these technologies serve. She stresses that it's not enough to have a team that simply identifies as diverse; team members must actively engage with different viewpoints and experiences. Jessica encourages her team to seek out customer insights from varied backgrounds, promoting empathy and a deeper understanding of user needs. This inclusivity not only sparks creativity but also drives better product outcomes, ensuring that the solutions developed resonate with a broader audience and address underrepresented issues.

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​Episode Resources:

• ​Jessica Hall​
• ​Just Eat Takeaway​

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Other Resources:

• ​Angel Squad​
• ​Productinstitute.com​

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LISTEN TO THE FULL PODCAST

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