#personas

#personas

My role was straightforward: write queries (prompts and tasks) that would train AI agents to engage meaningfully with users. But as a UXer, one question immediately stood out - who are these users? Without a clear understanding of who the agent is interacting with, it's nearly impossible to create realistic queries that reflect how people engage with an agent. That's when I discovered a glitch in the task flow. There were no defined user archetypes guiding the query creation process. Team members were essentially reverse-engineering the work: you think of a task, write a query to help the agent execute it, and cross your fingers that it aligns with the needs of a hypothetical "ideal" user - one who might not even exist.

In a world of fluid identities and real-time data, personas are obsolete. B2B is no different from B2C in the sense that we are marketing or selling to individuals. Those individuals are humans, with their own past experiences, preferences, prejudices and personalities-and all of those things impact the way they receive and interpret information, and their propensity to buy at any time. Rigid personas flatten complexity and miss nuances, and when overused, potentially even alienate prospects and limit revenue opportunities.