Move 78 GenAI Playbook


"Move 78" is a service design framework that guides professionals in leveraging artificial intelligence (AI) for innovative service design. The framework draws inspiration from a pivotal moment in the 2016 Go game between Lee Sedol, a human player, and Google DeepMind's AlphaGo, an AI opponent.

After 30 minutes of deliberation, Lee Sedol made an unexpected and brilliant move, which turned the game in his favor. AlphaGo, unable to anticipate this move, made a disastrous play in response. Go players have described Move 78 as a "divine move" and "one in 10,000," demonstrating that humans can still exhibit creativity and innovation in the face of AI.

This has inspired new thinking about the nature of creativity and intelligence. The "Move 78" framework emphasizes understanding fundamental AI components like tokenization to enhance human control over AI generation. It provides a step-by-step guide, incorporating AI tools such as Generative Pretrained Transformers (GPTs), for developing service concepts, from problem definition to service journey design.

The document also includes worksheets for practical application and encourages adaptation to specific needs and contexts. The ultimate goal is to harness AI and human ingenuity to create services that address stakeholders’ complex challenges and evolving needs.


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