The challenge:

The New York Public Library has spent over a century connecting people with knowledge through books, archives, research collections, and human expertise. Introducing an AI-powered research assistant presented a strategic challenge: How could we drive adoption of new technology while ensuring it strengthened, rather than replaced, the library's existing resources?

How do you introduce AI into a historic institution without undermining its legacy?

The shift:

We examined existing 300+ researcher surveys and conducted 12 interviews, exploring barriers around trust and AI adoption barriers. We then analyzed competing tools, and also mapped different research behaviors. A key insight emerged: researchers wanted AI to help them find the information, not do the research itself.

This shifted our direction from promoting AI capabilities to communicating trust, accessibility, and discovery. We developed audience journeys, a campaign narrative, communication touchpoints, and recommendations for improving the product experience.

The proposal:

A research-led go-to-market strategy positioning NYPL's AI assistant as a gateway to knowledge, not a replacement for human research. The campaign connected digital discovery with the library's trusted collections, expertise, and physical spaces through accessible messaging, digital experiences, and promotional touchpoints.

The outcome was a proposed launch framework designed to build awareness, encourage trial, and strengthen trust.