Putting All Your Nappies in the AI Basket

We need to focus on AI that delivers experiences that generate long-term, added value for brands and their audiences, not as a tactical shortcut to an improved bottom line.

We’re on the cusp of one of the biggest societal shifts in human progress impacted by the rapid development of artificial intelligence (AI) capabilities, as we shift from the ‘Narrow’ AI (your car/smartphone now) through the game-changing ‘General’ AI (equivalent to human intelligence) to eventually the ‘Super-intelligent’ AI.

From 2001: A Space Odyssey’s HAL to Facebook’s M, we have enthusiastically pictured the exciting–and daunting–fictional scenarios that AI will enable. But now it’s real. It has been for some time but, over the next few years, the AI capability trajectory will become almost vertical and the biggest hurdle will be emotion over logic, limbic vs. neocortex.

Mark Zuckerberg faces this challenge. The revelation that he wants to develop an AI nanny to help look after his offspring highlights the risk that AI poses to brands and organizations if not embraced in the right way.

Does Zuckerberg want to make the magical experience of nurturing newborns easier, or improve the quality of their early years on Earth–a planet whose inhabitants do not yet know if AI is going to help them or bring about the beginning of a particularly embarrassing end?

AI is exciting. It presents opportunities for brands to use data to predict rather than analyze. To give us solutions to problems that haven’t surfaced yet. But we need to make sure we’re putting human needs ahead of profit. We mustn’t, for example, think about AI providing a cost saving by replacing human networks and infrastructure with precognitive intelligence.

We need to focus on AI that delivers experiences that generate long-term, added value for brands and their audiences, not as a tactical shortcut to an improved bottom line.

Remember, consciousness is king.

Originally published on LinkedIn

Contributors

Executive Director, Brand Experience