The siren of artificial intelligence is crystal clear among tech-driven companies. Apple’s AI team is publishing a series of research papers to bolster the tech giant’s keen focus on “deep learning.” Provoked by the aftermath of fake news that fueled public opinion throughout the U.S. presidential election, Facebook is sharpening its algorithms to effectively curb the display of unauthenticated content. Meaningful and sweeping initiatives like these demonstrate the versatility of AI, a rapidly evolving capability that equips enterprises with a competitive edge. In addition to its implications for corporations, there are also many indications that AI will be essential to ensuring quality of life in the future. Innovative new frameworks that incorporate the fascinating technology are always emerging. AI is reinventing the very building blocks of how we engage, work and communicate—not just as people but also as businesses.
AI and the Business of Revolution
The introduction of artificial intelligence has been likened to the Industrial Revolution. During that transformative time, much of the need for manual labor became obsolete due to advances in mechanical engineering, and many were outraged upon seeing their jobs taken by machines. This same sentiment is being seen in the response to the emergence of AI and its potential to automate significant portions of business operations. However, much like what happened during the Industrial Revolution, the new technology will likely bring forth unforeseen jobs that can grow the global economy and improve lives. Looking ahead, experts predict that AI will have a profound impact on both businesses and individuals around the world. This eventual change means companies should be changing as well—though not necessarily in giant leaps. Rather than trying to solve for all the unknowns that will come with AI, companies should focus on small, deliberate steps to prepare and position their businesses for success. Using workflow automation to achieve greater productivity, implementing service design and elevating the customer experience through personalization are just a few examples of the myriad ways to introduce AI into company culture to generate significant impact.
AI and Our Business
Creative and design agencies are in the business of helping clients build their brands bigger and better, and we view AI as a tremendous complement to advertising and marketing initiatives of any scale. We’re seeing companies who are using AI to monitor digital advertising campaigns and make real-time updates to media allocation, creative assets, keyword bidding and selection and demographic targeting. Some are harnessing the power of AI to analyze behavioral traits of social users to identify which personas are the most attractive for a given brand. Others are leveraging AI to calculate influence to a more precise degree, increasing the predictability of how advertising techniques like influencer marketing will perform and helping obtain better exposure, voice amplification and ROI. At 50,000feet, AI is helping us adjust the flexibility and scale of our digital campaigns, allowing us to better serve the right message and design to the right person at the right time. And since AI is such a fast-growing utility, new applications for it are being dreamed up every day.
AI and the Business of Deep Creativity
Marvin Minsky, one of the eminent scientists in the field of artificial intelligence and a co-founder of the AI laboratory at MIT, wrote in his 2006 book The Emotion Machine, “The ‘laws of thought’ depend not only on the property of brain cells, but also on how they are connected.” In other words, intelligence means not only storing information but also connecting each piece of information to others to form an idea or solve a problem. Getting computers to synthesize and use disparate information is like the pursuit of creativity in the advertising and design worlds—both are based on creating new ideas by making connections.
Because of this, artificial intelligence has the potential to be an integral part of the creative toolkit. In a way, AI is helping us be better humans by increasing the scope and scale of what we can do. We can draw inspiration from this wide-ranging technology by tapping into its ability to generate connections different from the ones we make ourselves and combining the algorithmic, scientific quality of AI with our creativity and imagination. Here at 50,000feet, AI is giving our creators the opportunity to charge forward as connectors—connecting insights to problem-solving, connecting ideas to executions and ultimately connecting design to memorable experiences.