AI – To Join It Or To Beat It

AI – To Join It Or To Beat It
SHARE
THIS



Who’s jobs are safe and who’s aren’t from the robot invasion? It’s a hot topic right now (though arguably premature) and quite an interesting one from a business perspective writes DreamWalk founder and creative director Joe Russell

At this stage the mainstream conversation is very passive and dwells on the inevitable negative fate of the human workforce.

Rather than focus on the looming problem, let’s look at the solutions and potential opportunities. How can you and your business either beat your artificially intelligent competitors or use AI to your advantage in a post-AI landscape?

How to define AI

Firstly, let’s agree on a definition of AI. There is a lot of misunderstanding around what AI actually is and how far it has advanced. While IBM’s Deep Blue might be good enough at chess to beat world champion Garry Kasparov, its intelligence is limited only to the game of chess. Likewise, DeepMind’s AlphaGo is great at playing the strategy game, Go, but as admitted by its developers, if the size of the game board was changed even just a tiny bit, it would fail dismally.

While these kinds of machines are really great at throwing lots of computational power at a very specific task to achieve a result by brute force, this is not really like human intelligence. Merriam Webster defines intelligence as “the ability to learn or understand or to deal with new or trying situations”.

For the purposes of this article though, I’m going to include all levels of artificial intelligence and all applications of machine learning in my definition. Multiskilled and truly intelligent machines may pose the real threat to humanity, as warned by Elon Musk and Stephen Hawking, but it’s the basic, single-task workhorses that will be most effective at replacing humans in the short term.

What AI does best

So, the first step in figuring out how to beat or work with AI is to identify its strengths. Like Deep Blue and AlphaGo, today’s machines are great at accomplishing specific given tasks. The narrower the scope of its task, the better the Machine is at successfully completing it.

This doesn’t mean the task needs to be a simple one. Artificial intelligence is incredibly good at complex tasks like facial recognition, voice analysis, product recommendations and predicting human behaviour. The key is giving the computer a clear and specific goal, then training it with a sufficient amount of data to be able to achieve the goal.

AI is NOT currently very good at anything that requires a high level of creativity or creative thinking, a broad range of interdependent skills, anything that requires subtle or nuanced human behavioural analysis or situations where a limited amount of training data is available.

Pointing out the many subtle challenges facing complex automated driving systems, MIT Professor of Robotics, Rodney Brooks asks “Since there are no current ways that driverless cars can give social signals to people, beyond inching forward to indicate that they want to go, how will they indicate to a person that they have seen them and it’s safe to cross in front of the car at a stop sign?”

As is the case for the AlphaGo computer, deviation from a narrow and clearly predefined path of thinking is extremely difficult for the AI of today. This will probably be the case into the foreseeable future.

How to beat AI

Beating AI in business will become more and more a game of playing to your business’s human strengths and focusing less and less on the menial tasks that can be easily automated. This will likely require your business to pivot at some point or at the very least, reposition its service offerings to be more focused on its human capital.

A media buying company, for example, might be forced to reposition their services from ‘finding the most cost-effective ways to reach a client’s target audience’, which could easily be done by AI, to ‘personally negotiating the lowest media prices on behalf of clients.’

A transport company that chooses not to run automated fleets might need to focus less on the popular capital-to-capital routes, which will be dominated by fast and reliable self-driving trucks and instead specialise in reaching the more difficult regions where automated vehicles struggle (or are not allowed) and where human driving skills are required.

How to work with AI

Working with AI is becoming easier and easier every day. While the multi-skilled humanoid overlords of the apocalypse are a long way off, AI software that performs common tasks is relatively accessible right now.

Thanks to TensorFlow, Core ML and various open source advancements, mobile app developers can build smarts into applications easily and cost-effectively. You can even find a variety of pre-trained machine learning models online, which can be plugged into software applications to give them ‘intelligence’. These models perform a variety of common tasks like detecting sentiment in text, identifying objects in photos or translating spoken words into written text.

Goals and results

As the technical capabilities of AI improve every day, which aspects of your business you choose to automate will depend less on the technology available and more on your specific goals.

An online clothing retailer may identify up-selling as a new focus and choose to add intelligence to their product recommendations. While once the site would have simply suggested products other users that bought the same item had bought, AI could be used to learn about user behaviours and suggest more relevant products, therefore increasing up-sell conversions.

A fast food ordering app could identify speeding up the credit card entry process as a goal and incorporate credit card scanning technology, which reads credit card information from a photo of the user’s credit card so they don’t have to enter it manually.

Summary

Whether we like it or not, the rate of AI adoption by businesses is speeding up. Over the next few years, those not on the AI boat will be forced to make a potentially tough decision if they want to remain competitive. Do they join their competitors and start automating processes using artificial intelligence or do they rethink and reposition themselves to focus more on their human capital? It’s hard to predict how many years any given business has to make the jump. All that is certain is that the transition has already begun and the winners will be those who best react and adapt to the post-AI business landscape.

Please login with linkedin to comment

AI Artifical Intelligence DreamWalk

Latest News

Q&A With Rare Co-Founder And Google Creative Director Tara McKenty
  • Partner Content

Q&A With Rare Co-Founder And Google Creative Director Tara McKenty

Google creative director Tara McKenty founded Rare in 2017 as a way to empower underrepresented groups across the tech, media and creative industries with the tools to drive more inclusive cultures. The two-day leadership masterclasses deal with issues such as unconscious bias, marginalisation and prejudice in the workplace in a way that ensures to promotes […]

Partner Content

by B&T Magazine

B&T Magazine
Telling Truth To Power Is One Of The Bravest Things We Can Do, Says Katie Rigg-Smith
  • Media

Telling Truth To Power Is One Of The Bravest Things We Can Do, Says Katie Rigg-Smith

Bravery and courage come in a lot of forms, but Mindshare CEO Katie Rigg-Smith says one of the bravest things women (and men) can do is continue to hold truth to power, no matter how difficult that might be. During this year’s B&T Women in Media Awards, presented by Bauer Media, we’ll be recognising exceptional people who […]

by B&T Magazine

B&T Magazine
Commercial Radio Australia Unveils New Campaign
  • Media

Commercial Radio Australia Unveils New Campaign

Radio is alive with possibilities for advertisers in the next phase of the commercial radio industry’s Radio Alive campaign, which promotes radio’s key strengths in delivering real results for Australian businesses at a time when they need it most. Showcasing radio’s strong reach, exceptional speed to market, ability to target new and existing consumers and […]

Ad Standards Appoints Richard Bean As Interim Director For Complaints Handling
  • Advertising

Ad Standards Appoints Richard Bean As Interim Director For Complaints Handling

Ad Standards has appointed Richard Bean (main photo) as an interim independent director for complaints handling, to supervise the work of Ad Standards’ community panel and industry jury, after its former CEO left in June. Ad Standards Chair, Mr David Scribner said: “Richard has held senior management roles in both the private and public sectors. […]

Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery
  • Campaigns

Burger King Reveals Drunk & Unruly Customers Behaving Badly In Riotous Ad For Its Home Delivery

The drunk antics of customers in a fast-food restaurant at 11pm would probably give most burger chain marketers more heart palpitations than one of the greasy triple cheese burgers. But not so Burger King Brazil, who has cobbled together iPhone footage of customers behaving very badly and turned it into a wonderful new spot spruiking […]

by B&T Magazine

B&T Magazine
AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020
  • Marketing
  • Media

AANA: 68% Of Aussie SMBs & 87% Of Large Businesses Still Have Marketing Dollars To Spend In 2020

Half of Aussie marketers are waiting for better times before committing budget and shift to online set to accelerate, a new study by the AANA has found. Some 68 per cent SMBs and 87 per cent of large businesses still have marketing related spending budgeted for the next six months according to new research commissioned by […]

by B&T Magazine

B&T Magazine
Nine Goes Virtual & Brings 2021 Upfronts Forward
  • Media

Nine Goes Virtual & Brings 2021 Upfronts Forward

Nine’s annual Upfront presentation is going virtual for the first time, with the 2021 event showcasing Nine’s television, radio, digital and publishing slate for the year ahead. Nine will use its virtual 2021 Upfront showcase to illustrate the way it works with partners in the short, medium and long term as society and business finds […]

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work
  • Campaigns

Action-Packed Police Recruitment Ad Pulled For Looking Nothing Like Actual Police Work

A police recruitment ad has been pulled – and subsequently lampooned – for looking too much like an action movie and nothing at all like the day-to-day duties of the average police officer. The recruitment video for Guernsey Police has been taken down after being mocked on social media for the way it portrayed a […]

by B&T Magazine

B&T Magazine
Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]