| Emoji. Who would have thought it, but they are part of the fight against Covid-19 too. A company specializing in artificial intelligence and computational linguistics is helping Walgreens determine which potentially "anxiety-inducing" emoji to exclude when sending emails to customers detailing the U.S. drugstore chain's vaccination program. Some potentially worrying emoji identified by Phrasee, a British startup, include egg-timers, praying hands, red alerts, ticking alarm clocks and fist-pump icons. Parry Malm, chief executive officer at Phrasee, which has a wider role helping Walgreens optimize, automate and analyze language in real time to boost customer engagement, says that given the uncertainty in a pandemic, it made sense to remove emoji that might upset people. "The last thing Walgreens customers needed was another thing to make them worry about amidst the Covid situation," he says.
 Illustration: Brent Murray/Bloomberg Photographer: Brent Murray Walgreens has played a key role in the U.S. vaccination campaign so far. As one of about two dozen national pharmacies selected to work with the federal government early on, it was trying to help President Joe Biden meet his goal of administering at least one shot to 70% of U.S. adults by Independence Day on July 4. The Biden team has since conceded that it will fall short of the target. Still, in a bid to speed up the rollout, the drugstore chain has extended its hours, used mobile vaccination units and hosted clinics. Turning to the world of artificial intelligence to help it improve vaccine awareness among its 50 million customers across the U.S. is just one more step. Emails are usually considered the most trusted and reliable channel for companies to share important information with customers. Since working with Phrasee, Walgreens said it has recorded a 30% increase in the open rate of emails it sends to customers, although that uplift includes all marketing communications sent, not only vaccination updates. Still, it likely means that more customers opened and read emails on available vaccine appointments and scheduled their dose than might have been expected to. "The world we live in now rightly requires more sensitivity than usual, and without guardrails, AI-generated language can go very wrong," says Parry.—Deirdre Hipwell and Angelica LaVito | 
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