Melissa Rynn Digital Innovations and Insights Director, Wire
Creativity
Peoples Ford – Brand Strategy - January 2018
“No online database will replace your daily newspaper, no CD-Rom can take the place of a competent teacher and no computer network will change the way the government works�
What, actually, is AI?
“The process of creating computer programs or machines, capable of behaviour we’d consider intelligent if the person included was a human”
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How can we define artificial intelligence when we don’t even know what human intelligence is?
“Google created AlphaGo to show how AI can be developed to think like humans”
Narrow AI = Intelligence focussed on one narrow task
General AI = Intelligence able to complete any task as well as a human
So, is AI really out to get us?
“AI is a fundamental risk to the existence of human civilisation" Elon Musk
“The development of full artificial intelligence could spell the end of the human race…..” Stephen Hawking
“As a marketer, this conversation terrifies me.“ Ben Carter
Peoples Ford – Brand Strategy - January 2018
Risk of automation Oxford Unviersity and Deloitte study for BBC
1% Marketing and sales director
1.4%
33%
Marketing manager
Account manager
33% Creative Director
33% Marketing associate professional
94% Market research interviewer
What’s the reality?
Current AI = driven by humans
Augmented intelligence?
AI = Second industrial revolution
Force Multiplier
AI = Cognitive Multiplier
Free up our time to focus on what we’re really good at
So, what can AI do?
Monitor Performance‌and react
A chance to listen‌and respond
Generate content ideas‌and even content
Create personification, not personalisation
Allow us to tailor our team
Create new art?
And what can you do now to make a difference?
Make friends with Data
Get your voice heard
Have your eyes on the goal
Ensure the support of leadership
And my predictions…
"The actual path of a raindrop as it goes down the valley is unpredictable, but the general direction is inevitable“
Kevin Kelly