Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

H.ai — case study

Before AI became everyday, crafted a human-centered product and brand experience that made a complex recommendation engine feel like it knows you by smart.

The Challenge

H.ai introduced an AI-powered platform designed to deliver personalized recommendations based on user behavior. But for many users, AI-driven products still felt abstract, complex, and difficult to trust.

Core challenge:

How do you make an invisible, highly technical system feel intuitive, human, and genuinely helpful from the very first interaction?

Overview

Client: Crossing Minds Product: h.ai (Human Artificial Intelligence) Role: Contract Creative Director (Copy & Content Design) Project: End-to-end product and marketing experience (Mobile app, Web, Video, Social) Platform: iOS, Web

Insight

People don’t trust what they don’t understand—and they don’t engage with what feels impersonal.

To build trust, the product couldn’t just work well—it had to feel human, responsive, and easy to navigate.

Approach

We translated a complex AI engine into a cohesive, human-centered experience across every touchpoint.

  • In-product (Mobile): Clear, supportive, and conversational—guiding users step by step
  • Web: Benefit-led, simplified, and structured to move users from curiosity to action
  • Video: Story-driven and scenario-based—making AI feel tangible and relatable
  • Social: Lightweight, engaging, and culturally relevant—designed to spark curiosity

Across all channels, the focus remained the same: clarity, confidence, and connection.

hai brand card: the orange “hai” wordmark beside the app’s gradient orb on a warm-white field.
hai app card: a phone showing the “Good afternoon Jenny” discovery screen beside the line “The AI-powered web and mobile app that knows you by smart.”

The Idea

Position the AI not as a system—but as a pal in your pocket.

A pal that:

  • Learns what you love
  • Adapts over time
  • Makes relevant, personalized recommendations
  • Knows you by smart

By shifting from technical explanation to human benefit, the product experience becomes less about how it works—and more about what it does for you.

Execution

Mobile App: The Guided Experience

Every interaction—from onboarding to microcopy—was designed to:

  • Simplify complex concepts
  • Reinforce user confidence
  • Create a sense of dialogue between user and platform

The result: an experience that feels intuitive, responsive, and easy to trust.

Web: The Front Door

The website introduced a new category to an AI-unfamiliar audience by:

  • Leading with discovery and personalization
  • Reducing friction through simplified structure
  • Guiding users from awareness to understanding to action

Video: Making AI Visible

Scripts were built around real-life scenarios—grounding the technology in everyday behavior.

  • Conversational tone
  • Story-first structure
  • Clear, benefit-driven messaging

Email: The Lifecycle Engine

A series of marketing emails designed to welcome, onboard, educate, and encourage sharing.

  • Guided users through early product adoption
  • Reinforced value through personalized, benefit-led messaging
  • Extended the product experience beyond the app

Social: Everyday Relevance

Content focused on:

  • Curiosity and discovery
  • Relatable, real-world moments
  • Clear, concise, human language

Each piece reinforced the idea that AI could be simple, useful, and part of daily life.

hai website screenshot: “Reintroducing recommendations.” headline above a Top Movies rail of poster thumbnails.
hai dark phone mockup beside the card “Knows what you want before you do.” on a warm-white field.
hai card “More of a muse. Less of a platform.” beside a diagonal phone showing the app.
A fan of five hai app screens beside a black phone showing the greeting “Say hello to Hai.”
Two staggered rows of hai lifecycle email templates in the brand’s warm-white and orange palette.

Why It Worked

  • Delivered a cohesive voice and experience across product and marketing channels
  • Increased user confidence during onboarding and early interactions
  • Simplified adoption of a new, AI-driven product category
  • Established a clear, differentiated brand voice in a crowded, emerging space
  • Enabled scalable messaging across web, product, video, and social

How It Performed

Onboarding Completion Rates

+18%

driven by clearer, more intuitive in-product guidance

Open Rates

30%

Click-through Rates

9%

App Downloads

20%

Landing Page Video Completion Rate

55%

unique professionals reached

Video on YouTube

11Kviews

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.