Now, as AI stirs anxiety and uncertainty, especially among Gen Z, Treseder said a more emotional angle was necessary to meet the moment.
“We’re surrounded by AI hype. We’re surrounded by big questions about what technology means for people,” Treseder said. “We wanted to make sure that our customers understand that we are their trusted partner as they navigate these things. This was not the right moment for humor.”
There’s more to come. Over the next 12 months, “The World Is Yours for the Making” will serve as Autodesk’s platform for human-focused, emotional stories about the people who design and make things.
“It’s so important to us that we meet our customers where they are emotionally,” Treseder said.
Knowing your audience
Treseder and her team take pride in knowing Autodesk’s customers on an intimate level. Beyond product surveys and focus groups, she spends a lot of time interacting with them personally.
“I like a good conversation,” Treseder said. “I go to their shops. I go to their businesses. I immerse myself with them all around the world. There are some things you can only get by immersing yourself.”
Several of the people featured in “The World Is Yours for the Making” are Autodesk’s real customers, a decision that kept the focus on the people who use the company’s tools.
“Our mission is to empower everyone everywhere to design and make anything. We’re helping, but our customers are the ones designing and making all of these incredible things in the world. What better way to center on them than to ensure that the cast is reflective of our real customers,” Treseder said.
