As the boundaries between humans and machines becomes blurrier, the question of how robots will work together with humans is on a lot of marketer’s minds.
How artificial intelligence (AI) can be used to help personalise marketing messages and create smarter campaigns is something that marketers are already contemplating. The creation of a Chief Artificial Intelligence Officer (CAIO) is also being debated by some companies to take ownership of delivering intelligent customer experiences.
Publicis Groupe chief executive Arthur Sadoun spoke at the Cannes Lions Festival this year about how he would have no issue with one day having an AI platform part of his executive team. But this leaves us thinking, as machines become more intelligent and evolve further, where does this leave us humans?
Industry experts from various companies recently discussed this at the digital performance marketing agency Tug’s Human Versus Machine four-day expo in London.
We’re already bionic
Elon Musk, Tesla’s founder has already spoken about how he thinks we can improve memory and gain enhanced intelligence by merging human minds with advanced computers. But according to Tom Cheesewright, futurist at Book of the Future, he claims that we have already begun to outsource mental functions to our devices.
He said “Over the last 12 months there has been a lot of discussion about the next stages in the bionic-human space. Elon Musk is becoming more and more like the real-life Tony Stark. We don’t really need implants to be bionic. Technology is so good at reading and understanding us, and anticipating what we want. It’s getting better and better at it,”
He added “The apparent bandwidth between us and our machines has been increased by predictive intelligence, rich sensor arrays and rapid interfaces that machines may as well be a part of us now”
Voice control will be the next big hit
Head of marketing at EE, Paul Thomas is used to seeing constant changes in the industry, he claims that the smartphone has hit its peak and by the end of the year, there won’t be any other way to improve it.
He commented about how the next big game-changer will be voice recognition, “What’s the next steam-engine? I think it’s already here and its voice-control. But the fact that people can listen in to your conversation presents a privacy challenge. It’s more personal because it recognises your voice, knows that’s on your calendar, and what you have done before,”
AI can make us better – it doesn’t have to replace us
A lot of focus in the industry at the moment seems to be on how AI will reach a point where it will start replacing human jobs. But rather than thinking about it like that, organisations should try thinking about how it will help humans to perform better in their jobs.
Adah Parris, Futurist at Friday Club said “Rather than thinking about AI replacing us, we should see it as allowing us to do things better. How can we use it to help us do a better job? We need to try to turn people into problem-solvers, not just for their customers but within their own internal structures too. Start thinking of organisations as ecosystems and use these frameworks to create better jobs”
AI is something that companies shouldn’t fear to use, when used effectively it can be a brilliant source of opportunities for many companies.