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Co-creation and Synesthetic Experience: The New Pillars of Business Innovation

Co-creation and Synesthetic Experience: The New Pillars of Business Innovation

If innovation is the mantra, co-creation is the key to corporate growth and adaptation to the new technological reality. Combined with the synesthetic experience (SX) and evolutionary leaps in software (SW), this collaborative philosophy is reshaping how humans and technology interact, influencing business models as well as our perception and interaction with the environment.


When we talk about co-creation, the first example that comes to mind is companies and consumers jointly creating value—a process that optimizes the products and services offered, enriches the user experience, and creates a deeper, more meaningful relationship between consumer and brand. In practice, this is a common way to anticipate the needs and desires of consumers, promoting innovation that is more aligned with market expectations.


But what about in the technological realm? In this case, we refer to the necessary co-creation between humans and machines. It's about exploring the full potential of creative work to generate value, distinction, and exclusivity. And, as we know, it's differentiation that ultimately determines the success or failure of an organization in the long run.


Why does co-creation matter?

Why does co-creation matter?

Artificial Intelligence (AI) has changed people's behavior. Repetitive and low-value tasks that once consumed hours of work can now be automated by an app, raising many questions, among them: Will machines replace people?


Co-creation is the answer to this question. More than replacing humans, technology emerges to support and create together—to co-create (learn more about co-creation in this AP article).


According to Edney "Interney" Souza, a professor, speaker, and advisor in Innovation and Digital Marketing, "AI presents an opportunity to codify knowledge, acting as a 'second mind' that extends human cognitive capacity.


This digital extension of human intellect not only enhances decision-making and problem-solving but also democratizes access to specialized knowledge, making expertise more accessible at all levels of the organization."


Just as in other periods of productive disruption, it's essential to understand how to coexist with new technological potential so that these advancements can unlock and enhance human capabilities. One thing is certain: the future will be shaped by the joint progress of innovation and human beings.


Co-creation and Synesthetic Experience

Co-creation and Synesthetic Experience

While co-creation might be a new term, you've likely heard of synesthesia. From Greek, it means "joining of sensations." Synesthesia is widely known as a neurological condition affecting about 3.7% of the global population. Unlike the ordinary, a person with synesthesia perceives sensations in a different and mixed way. Human vision, hearing, and touch, for example, neurologically relate to each other in a synesthetic manner.


And innovation is allowing us to explore the senses and go beyond.

The synesthetic experience (SX), in this context, aims to create synergy among vision, hearing, touch, and even smell and taste when possible, to transform interaction with technology into something more human and intuitive.


If we understand that all human interaction is multisensory, it's time to replicate this experience as much as possible in the creation of more intuitive and humanized interfaces. In this regard, the design of digital products and services takes on a new dimension, going beyond the visual experience and using SX to create products that are true competitive differentiators.


In an increasingly digital world, the ability to provide rich and synesthetic experiences stands out as a strategic advantage. And that's where co-creation becomes even more significant.


Reinvent, Innovate, and Redefine

Reinvent, Innovate, and Redefine

The times when "a picture is worth a thousand words" are nearing an end, and software development in the context of co-creation and SX reflects a new era for business models. Personalization, user experience, and continuous innovation are the new pillars for market differentiation—but always with the human being at the center of the strategy.


By prioritizing design thinking, along with adopting agile methodologies, we emphasize the relevance of cultivating empathy and fostering collaboration in developing innovative solutions. This approach, which places the human being at the heart of the creative process, ensures that products and services meet and, ideally, exceed expectations, generating authentic and lasting value.


Of course, incorporating co-creation and the synesthetic experience in the corporate world is still a significant challenge. But this doesn't diminish the importance of these fundamental pillars for innovation in the digital age. By aligning human skills with technological possibilities, companies contribute to positive social transformation, promoting sustainable development and adapting to new technological paradigms—in other words, preparing for tomorrow.


Want to know how AP can help your business create synesthetic experiences? Check out the World Cup success story!


Luciana Miranda







Professional with over 20 years of experience in product development and innovation. Luciana has worked in major companies such as CI&T, Coca-Cola Company, and Accenture.

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