Contrary to what people often think, Artificial Intelligence is not a recent invention. Ever since the 1950s, the development of computers has been accompanied by that of artificial intelligence. What is true, however, is that AI has continuously evolved, so almost everyone comes in contact with it today. Think, for example, of self-driving cars, chatbots on websites, Google Translate and ChatGPT. The latter is somewhat of a vulgar example of AI, as it involves people interacting directly with the "smart computer”. Though fun and intriguing, this achievement has also encountered some backlash in the form of fear and criticism of the still-learning AI. It was previously revealed that the chatbot displays hostility after being asked more than 15 questions. How are opinions about artificial intelligence divided? And how can AI be used within the marketing world? In this blog, we explore this further.
Das Unheimliche
New technologies generally evoke divided reactions. On the one hand, it creates curiosity, excitement and awe, while on the other hand, some people warn against greed and loss of control. This division is also reflected in a research conducted by the Dutch “Digital Government”, a branch of government focused on digital policy and innovation. It shows that AI evokes associations with robots, computers, intelligence and learning. A third of those surveyed (mostly entrepreneurs) saw it as an opportunity, however, two thirds replied that they knew very little on the matter and saw AI as "computer programs that attempt to mimic human intelligence”.
Unsurprisingly, many people have mixed feelings on the matter, which has shed a light on rapidly changing work practices, and fears of being made redundant. This suspicion towards technology can be understood through “Sigmund Freud’s term "Das Unheimliche" - the uncanny - meaning, a strong sense of alienation from something that should be familiar. This results in the uneasy feeling that something is not quite right. AI chatbots “mimicking” human speech can definitely generate a feeling that something is off. Having said that, we should also consider that many technologies fail to make a lasting impression over time and fade away, proving that our psychological fears are rarely based in reality. Not convinced? Consider "Google Glass" or the "Metaverse," both of which seem outdated and misplaced merely years after their introduction to the public.
How can AI be used in marketing?
With the introduction of ChatGPT, the divided reaction has increased even further. The tool is being used during business hours and can be a creative asset in the hands of copywriters combating writer's block. . While working on an existing concept is easier than starting from scratch, blank pages will soon be a thing of the past. ChatGPT can generate concepts and strategies that creatives can build upon, so perfecting the initial ideas is still in the hands of creatives, but having the processes set in motion saves a lot of valuable time.
The same can be said for designers and working on the graphic identity of a brand. For example, a designer can now use AI tools such as Midjourney to generate 2 different sets of icons, and immediately ask the client which one is preferable in their eyes. This instant feedback can lay the foundation for the entire branding process, determining a graphic line very early on, and with little resources needed. The ability to create, compare and comment in a fraction of the time helps to align all parties involved in decision-making and reduce overall costs.
Business and pleasure
The prevailing fear that AI will take over jobs of creative professionals is unfounded at this point. Artificial intelligence today mostly automates monotonous tasks and therefore makes more room for creativity, collaborations and brainstorming. AI can summarize long email chains and extract only the most relevant information. It can also be used to prioritize tasks according to input received from the user, such as optimal working hours, financial considerations and deadlines. Ultimately, this leaves creatives with more opportunities to be productive, and less time performing grueling in-between tasks, increasing their levels of satisfaction and wellbeing. AI expert Jim Stolze writes: "Microsoft Excel freed us from paper accounting. Artificial Intelligence will free us from Excel.”
The question and the answer
A website like Stack Overflow is the go-to place for developers seeking answers to their questions. This search method only works when the developer already understands the nature of the problem, which requires a high degree of orientation. However, as this is not always the case, the developer does not know what kind of answer to expect. Tools like Phind, on the other hand, act as a kind of next-level search engine. These search engines translate an amorphous set of details provided by the developer and successfully formulate an answer. From a business perspective, this means a couple of things:
1. Juniors can find (and keep) jobs more easily because there is additional "AI- support" they can fall back on. They can grow within the field and learn to depend less on experts.
2. Developers can work remotely as there is less of a need to brainstorm with colleagues.
3. Less time is needed searching for answers, so there is more time for problem-solving and keeping tasks on track.
The future of AI
AI is still developing considerably, but it will be used more and more in the coming years in office environments. Using programs like Chat GPT will save a lot of time that can be spent in other ways. Although artificial intelligence can search quickly and is very advanced, experts will always have to verify the results that are generated. After all, it takes human knowledge and experience to determine what information is relevant to you. How long this will be the case remains to be seen. AI is developing rapidly, so where will we be next year? That’s a question worth typing into an AI search engine near you.
