Build It and They Will Come? Not Anymore. For a while, the dominant approach to AI language models has been “Field of Dreams”—build it, and they will come.
For a while, the dominant approach to AI language models has been “Field of Dreams”—build it, and they will come. Early adopters certainly did. But now, after billions of dollars in investment, companies like OpenAI are scrambling to figure out how to monetize their offerings, realizing that it’s no longer enough to just build the tech. The question has become: “Why do I need this? Convince me.”
That’s where the intersection of technology and behavior comes in. Back in 1998, Stanford’s Persuasion Technology Lab (now the Behavior Design Lab) was founded by Professor B.J. Fogg. His early insight? Good product design often requires influencing behavior. Fogg, a quirky professor known for bringing a stuffed frog and a toy monkey to class while playing the ukulele, believed that technology could persuade just as effectively—if not more so—than people. But the key to success lies in how it’s designed. One of Fogg’s students, Kevin Systrom, continued on to create Instagram, perhaps one of the most persuasive platforms of our time.
Fogg coined the term "Captology" to describe the study of persuasive technology. He foresaw a future where influencing opinions, attitudes, and behaviors through technology would become mainstream—a prediction that feels even more relevant today, as AI is at the forefront of shaping behavior in both subtle and direct ways.
However, AI doesn’t just need to persuade; it needs to build trust. A recent Bentley University and Gallup survey revealed that many Americans are skeptical about AI, fearing job loss and a lack of responsible use by businesses. This means that AI must be designed not just to deliver results, but to inspire confidence and transparency.
Today, AI, particularly in highly regulated industries such as finance, healthcare, and government, is like a candidate in an election—one that’s losing. The "leave it" vote is currently ahead. To turn the tide, AI must be aligned with human behavior in a way that’s understandable and trustworthy. It’s no longer about creating a field of dreams, but about engaging with people where they are, showing them how AI can fit into and improve their lives.
For many, AI’s "field of dreams" has instead become a nightmare of uncertainty. But with insights from behavioral psychology and an understanding of human persuasion, AI can be reimagined to not only function well, but to enhance our day to day workflows through becoming a trusted partner.
