The farther Crowley moves from Clippy and the closer to Johansson’s character Samantha in “Her,” an artificial intelligence program, the better off his company will be. Foursquare, long known as an app for checking in at locations, split into two apps last year. The new app Swarm offers the gamification features Foursquare was long known for. And Foursquare is positioning itself as personalized local search.
“I really want Foursquare to speak to you,” Crowley said. “I want this thing to say, ‘Hey Dennis, like whatever you’re in the middle of, there’s this thing around the corner you’ve got to know about.’ ”
To do that means becoming Johansson’s character.
“We’re learning about you, we can wake up and tell you something interesting and we want to do it in a fun, playful, flirty, snarky manner,” Crowley said. “Everyone’s going to carry this thing in their pocket that’s going to learn about all the things they do, all the places they go, all the people they hang out with. It’s going to be awesome.”
This is a fun analogy that captures how notifications are evolving and becoming more personal. But Crowley might be forgetting how “Her” ended.