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2021 EDIT CALENDAR

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Financing to Launch and Grow Your Startup

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Habits of the Most Successful Entrepreneurs

Young Millionaires

Small Biz Goes Big

100 Women of Impact

How to Start, Run and Grow Your Side Hustle

The Entrepreneur’s Guide to Tech

50 Smartest Business Ideas of 2021

The Future of Entrepreneurship (How to Succeed in 2022)

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05/18/21

11/23/21

“Am I Doing Good or Doing Bad?”

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Need to Make a Decision? Ask the MachineArtificial intelligence can now guide employees’ actions at work.

But don’t take it too seriously…yet. by H AY D E N F I E L D

It doesn’t really need saying, but

Conor Sprouls is a human being.

His job is to talk to other humans,

as a call center representative in

MetLife’s disability insurance

department. And as he began his

workday one recent morning, he

received exactly the kind of call he’s been

trained to handle: It was from a human

with an anxiety disorder, who needed help

understanding their coverage.

But something else—something not

human—was listening in, too, and it had

suggestions for how Sprouls could be a better

human. Be more empathetic, it told him once

(though not in those exact words), through a

pop-up on his screen. You’re taking too long

to respond, it said a few other times.

These little nudges are the work of Cogito,

a Boston-based artificial intelligence com-

pany that also works with Humana, and

other major clients. For about two years,

MetLife has used Cogito to monitor its call

centers. The system sends alerts whenever

it thinks a representative could improve

their interactions, such as displaying more

empathy or increasing their vocal energy.

Interactions are tracked and scored, and

managers can review to see who on their

team may need improvement.

When Cogito rolled out, some MetLife

employees were concerned about constant

supervisor oversight and notification over-

load. But Sprouls says the system isn’t so

bad. “A lot of us look at Cogito as a personal

job coach,” he says. In the old days, human

supervisors would randomly listen to asso-

ciates’ calls—catching particularly easy or

challenging ones, but never getting the full

picture, Sprouls says. AI hears all. “Cogito is

going to give you the end result: who needs

to work on what,” he says.

Acceptance like this is growing.

Entrepreneurs already regularly use AI to

process data, automate tasks, and more. But

AI is now also entering the smaller parts of

our workdays—assisting on calls, helping

guide management decisions, and generally

becoming a human-style aide.

But how useful is this really? That’s an

open question—as many entrepreneurs may

soon find out.

COGITO BEGAN with an observation: When

dealing with challenging emotions is your

full-time job, burning out is only human.

Josh Feast was thinking that while consult-

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