How to Identify and Leverage Human API Endpoints in Your B2B Processes

In today's business world, artificial intelligence (AI) and automation are fundamentally changing the role of humans in various processes. A prominent moment illustrating this shift came in 2018 when Chris Messina, the creator of the hashtag and a former Google designer, tweeted:

"Google Duplex is the most incredible, terrifying thing out of #io18 so far. Example use case: Google Assistant calls a hair salon to book an appointment. The human booking the appointment has no idea she was talking to an AI. Humans are quickly becoming expensive API endpoints."

This statement captures the growing concern about the future of work, where AI increasingly handles routine tasks, and humans shift to roles requiring creativity, strategy, and ethical decision-making. Businesses can unlock new dimensions of innovation by tapping into the concept of Human API Endpoints, blending automation with behavioral science models like Denis Hauptly’s 3-Step Innovation Process and Fogg’s Behavior Model to drive strategic creativity.

Geeks for Geeks

What Are Human API Endpoints?

In technology, an API (Application Programming Interface) enables different software systems to communicate with each other, allowing data to flow between them. Similarly, Human API Endpoints position humans as key touch points in automated systems, stepping in where strategic thinking, creativity, or ethical judgment is required.

In B2B environments, Human API Endpoints reflect how human roles are evolving. Instead of performing repetitive tasks, humans now act as system designers, ensuring processes run smoothly while bringing human intelligence to creative and strategic decision-making.

Geeks for Geeks

The Shift from Task Managers to System Designers

Historically, B2B employees managed repetitive, predictable tasks. However, with AI and automation taking over operational functions, human workers have more time to focus on designing, optimizing, and improving workflows. This shift has turned humans into system architects who can focus on higher-level decision-making and innovation.

Denis Hauptly's 3-Step Model: A Framework for Innovation

Hauptly’s 3-Step Innovation Model breaks down the innovation process into manageable steps, offering a roadmap for improving B2B workflows:

// Identify Customer Outcomes: Start by understanding what your customers need. This could include efficiency improvements, cost reductions, or enhanced customer service. Focus on their end goals rather than specific features.
// Map Current Workflows: Analyze your customer’s existing processes and identify any inefficiencies or bottlenecks. This step helps pinpoint tasks that can be automated while recognizing areas where Human API Endpoints are needed.
// Streamline Through Automation: Once you’ve mapped out workflows, automate routine tasks to free up employees for strategic and innovative work. This step allows humans to focus on more complex, value-added tasks while ensuring the process remains efficient.

Implementing innovation can be difficult, especially when it requires changing established processes. To ease this transition, companies should apply behavioral science principles that simplify new processes and increase adoption.

Fogg’s Behavior Model: Simplifying Innovation

B.J. Fogg’s Behavior Model provides a useful framework for understanding how to encourage desired behaviors by making tasks easier. This model is particularly relevant for B2B processes, where simplifying steps can lead to more effective innovation.

Fogg's Six Elements of Simplicity

1. Time: How long does the action take? Can it be shortened?
2. Money: What does it cost? Can the cost be reduced?
3. Physical Effort: How much energy is required? Can this be minimized?
4. Brain Cycles: Is the task mentally taxing? How can it be made simpler?
5. Social Deviance: Does the behavior conform to social norms? Can it be more aligned?
6. Non-Routine: Does the task disrupt the user's typical workflow?

By focusing on the scarcest of these resources, businesses can simplify their processes, making them easier to adopt.

Applying Fogg’s Model to B2B Innovation

To drive innovation and simplify processes in B2B contexts, follow these steps:

// Identify the desired behavior: What action do you want employees or clients to take?
// Assess the user's context and resources: What barriers prevent them from adopting new innovations?
// Identify the scarcest resource: Which element of simplicity (time, money, effort, etc.) is the biggest obstacle?
// Simplify the process by addressing the scarcest resource: If time is the issue, streamline the process to save time. If mental effort is scarce, make the task easier to understand and execute.

Behavioral Science in B2B: Driving Meaningful Change

Behavioral science offers a deeper understanding of how individuals make decisions, particularly in complex B2B environments. By leveraging these insights, companies can design processes that align with natural decision-making patterns, making innovation easier to adopt.

The Role of Ecosystem Architects

As Human API Endpoints evolve, B2B professionals are increasingly becoming ecosystem architects—people who design, manage, and optimize business processes and systems. This role requires a deep understanding of how automation, human input, and strategic decision-making interact.

Conclusion: Embracing the Future of Human API Endpoints

As AI and automation continue to transform B2B processes, the concept of Human API Endpoints offers a framework for balancing human creativity with the efficiency of automated systems. By combining automation with behavioral science principles like Hauptly’s 3-Step Innovation Model and Fogg’s Behavior Model, companies can streamline processes, encourage innovation, and foster an environment where employees focus on high-value tasks.

Leading B2B innovation will require businesses to embrace their role as ecosystem architects, striking a balance between technology and human ingenuity.