At the Goto Copenhagen conference, keynote speaker Ken Hughes emphasized that success in software development transcends merely meeting requirements. He argued that developers must strive to create products that not only fulfill user needs but also surprise and delight them, enhancing overall user experiences through innovation. Hughes underscored the role of artificial intelligence (AI) in connecting with customers to forge better user relationships.
With the rise of the Beta generation, Hughes identified seven distinct consumer demographics—Traditionalists, Baby Boomers, Gen X, Millennials, Gen Z, Gen Alpha, and Beta babies—that developers need to understand and cater to. Addressing these varied consumer needs is essential for brands looking to ensure future success, he noted.
In today’s digital era, Hughes stated, “Everything comes to the customer.” The evolution of services like food delivery and ride-sharing apps exemplifies this shift. He urged developers to transition from a process-oriented to a user experience-focused mindset, emphasizing the importance of user solutions over traditional software solutions.
“Software is the oxygen on which the whole world runs,” Hughes explained, highlighting its essential role in connecting people, businesses, and services. He pointed out that writing software effectively connects individuals to their healthcare providers, financial planners, and other crucial services. In this context, AI serves as a powerful tool to enhance customer connections and streamline processes.
According to Hughes, consumers today operate in a “digital-first world,” seeking immediate answers through their devices. “Every brand proposition has to be part physical, part digital,” he stated, noting that customers now expect digital elements to shape their experiences. He contended that AI’s potential lies not in merely improving productivity but in fostering deeper connections with customers and enhancing user experiences.
Hughes encouraged developers to focus on user needs rather than just operational processes. He illustrated this with the analogy of “selling a hole” rather than a drill, stressing that users truly desire the outcome, not just the tools to achieve it. “The software development business needs to create products that go beyond expectations, that excite customers, and make them think, wow, I didn’t even know this was possible,” he said.
He highlighted that user experience (UX) has become integral to most companies’ strategies. “We are moving towards a model based around putting the relationship at the center,” Hughes remarked, suggesting that embedding emotional responses and authentic interactions can strengthen customer bonds. In a future characterized by deep-fakes and AI, he concluded, “authentic relationships will be everything.”
In an interview with InfoQ, Hughes elaborated on the impact of diverse generational needs on software products, noting that younger consumers prioritize authenticity, convenience, and hyper-personalization. He stressed the importance of adapting product designs to reflect the evolving values of modern consumers.
Discussing the role of AI, Hughes explained that the emergence of agentic AI will revolutionize consumer decision-making by shifting from a traditional B2C (business-to-consumer) model to a B2M (business-to-machine) paradigm. “Machines are starting to buy things for us, making our lives easier,” he said, emphasizing the increasingly pivotal role of AI in streamlining choices for consumers.
When asked for advice to software developers and architects, Hughes reiterated the need to exceed customer expectations. He asserted that the capabilities of AI today are vast, and utilizing data effectively can lead to hyper-personalized and predictive solutions that enhance the user experience.
This approach to software development, rooted in customer-centricity, reflects a broader industry shift towards enhancing emotional connections and user satisfaction. As technological advancements continue to evolve, the imperative for developers to innovate and foster genuine connections with their users becomes increasingly vital.
For more insights on the role of AI in enhancing customer connections, visit OpenAI, IBM, or Microsoft.
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