Featured Leader: Louise Cummins on balancing the use of AI with a human touch
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Leveraging technology to drive greater impact is a crucial focus for organisations across all sectors. World Vision Australia, a leader in providing humanitarian aid and development, has embraced artificial intelligence (AI) to optimise its programs and better serve the communities it supports.
In this exclusive interview, Third Sector sat down with Louise Cummins, Chief Marketing Officer of World Vision Australia, to explore how the organisation is using AI to improve resource allocation, enhance donor engagement, and drive more effective outcomes in both development and emergency relief efforts.
1. In what ways is AI being used to optimise the allocation and utilisation of resources across various programs and initiatives?
Key areas we’ve identified that AI can be used by initially to drive optimisation of resources are:
Customer service – The implementation of an AI chatbot through the web portal to answer generic supporter enquiries has significantly reduced the need for consultant servicing in the contact centre. This has allowed for resource allocation to more strategic engagement like retention and acquisition to drive further business value. Additionally, it improves both the supporter experience through timely responses and the employee experience by not needing to provide repetitive responses manually.
Guiding prioritisation for resource-intensive engagement channels – Implementation of an AI data model to identify key supporters who are more likely to engage allows for the sales team to prioritise contact with these cohorts.
This has allowed for resource intensive sales channel (e.g. telemarketing) to focus on the most engaged supporters to lower CPA and increase conversion.
Similarly, it protects the supporter experience as we are more likely to engage with supporters who want to be engaged and boost the success factor of the sales teams.
Automating repetitive tasks – Unlocking AI capabilities within existing Marketing Technology & software solutions allows certain tasks to be performed more productively.
This will allow teams (design, copy, data) to achieve a greater balance between BAU vs innovation work and drive further value in their respective areas.
This ultimately drives value to both the supporters & the communities we support while increasing employee job satisfaction.
2. Can you share a specific example where AI-driven insights significantly influenced program outcomes or strategies?
The ability to engage with supporters to take up multiple donation product not only improve the donation value but also increase the stickiness of the supporter. However, it is important for us to identify the right supporters who are able and willing to add to their existing donations so that we do not compromise their experience and waste effort.
An AI data model is being used to identify the supporters who are most likely to take up an additional donation product for engagement.
This has resulted in an increased conversion rate against the next best supporter cohort for the program.
3. How do you balance the use of AI with the human touch essential in providing developmental and emergency relief services?
To balance the use of AI with human touch in this context requires the consideration of 3 vectors: applicability of AI, human touch for authenticity, empathy & creativity, and responsible AI ethics.
The greatest impact is typically derived through the integration of AI and human expertise to drive the most effective solution in providing development and emergency relief services to the people and communities who need it most.
AI is great at predictable and repetitive tasks while lacking fundamental human expertise such as emotional intelligence, ethical judgement and higher-order decision-making.
Human leveraging AI as a partner in a responsible and ethical manner for less productive, lower impact tasks (e.g. administration) will allow a greater focus on attending to the key human needs of the people in emergency and developmental areas.
4. How do you communicate the benefits and successes of AI to the Board, donors, and the communities World Vision Australia serves?
To effectively communicate this to the different stakeholders is to clearly link the value & impact of AI that is relevant to them. For the board, it will be improved top and bottom line. For donors, it will be a better experience and greater impact derived from their support and transparency. For the communities, it will be a better solution to deliver a greater impact to them.
Critical to the AI rollout success and a core of World Vision’s values is to provide transparency and clarity. We will continue to provide transparency on how we are using AI solutions to provide the stakeholders with confidence and trust.
Last element is to communicate the control and governance that are in place to ensure the risk and ethics of the AI is well managed and compliant with regulatory obligations, particularly relevant for the board, auditors and regulators.
5. Is there anything you would like to add or highlight?
AI has the potential to significantly enhance the value and impact of the charity sector by improving efficiency and augment the ability to innovate.
However, it is incumbent for the sector to carefully balance AI applications with human oversight to address ethical concerns and ensure the preservation of empathy and trust. It’s also imperative that our sector leans into AI to ensure and advocate ethical use.
It’s clear that AI is not just a technological advancement for the organisation but a tool to deepen the impact and efficiency of their humanitarian efforts. From optimising resource allocation to enhancing supporter engagement and maintaining ethical oversight, Louise has shown how AI can work alongside human expertise to drive positive change.
World Vision Australia CMO Louise Cummins is a speaker at this year’s Third Sector Live!
Menchie Khairuddin is a writer Deputy Content Manager at Akolade and content producer for Third Sector News. She is passionate about social affairs specifically in mixed, multicultural heritage and not-for-profit organisations.
