Will I be re­placed by an al­go­rithm?

NZ Business - - INBOX -

Me­dia and com­mu­ni­ca­tions agency, PHD Group’s lat­est pub­li­ca­tion – Sen­tience: The Com­ing AI Revo­lu­tion and the Im­pli­ca­tions for Mar­ket­ing – ex­plores ex­am­ples of how AI is driv­ing con­sumer-fac­ing tech­nol­ogy trends, and hy­poth­e­sizes AI’s fu­ture ef­fect on the mar­ket­ing in­dus­try.

The com­pany says that mar­keters are used to AI in the form of Ama­zon’s rec­om­men­da­tion al­go­rithms keep­ing con­sumers en­gaged and buy­ing; and Net­flix’s dy­namic al­go­rithm rec­om­mend­ing movies based on view­ing habits.

How­ever, a state­ment from PHD says, Sen­tience looks be­yond, cit­ing Google di­rec­tor of engi­neer­ing Ray Kurzweil’s pre­dic­tion that “we will have achieved hu­man or near-hu­man level ar­ti­fi­cial in­tel­li­gence by 2029”. Kurzweil states in his book The Age of Spir­i­tual Ma­chines that there will be lit­tle – if any­thing – hu­mans can do bet­ter than ma­chines.

The book ex­plores the fu­ture de­vel­op­ment of the Vir­tual Per­sonal As­sis­tant ( VPA) with a sen­tient mind; which spends its en­tire time and fo­cus man­ag­ing your life. VPAs will scan the tagged-up world, edit and trans­late a huge amount of data into a rel­e­vant stream of in­for­ma­tion, and of­fer sug­ges­tions to make de­ci­sion making eas­ier.

This will be a hugely sig­nif­i­cant change for mar­keters and ad­ver­tis­ers who will use VPAs to de­liver al­go­rith­m­driven mar­ket­ing mes­sages as na­tive and nat­u­ral prompts for rel­e­vant prod­ucts and ser­vices.

“Many of us will sim­ply let our VPAs do much of our shop­ping for us, forc­ing brands to be­have in com­pletely new ways,” says Mike Cooper, World­wide CEO for PHD Group. “They will be the gate­keep­ers that we, as mar­keters, will need to in­flu­ence.”

Sen­tience is avail­able to pur­chase from Ama­zon, the iBook­store, and Google Play with all pro­ceeds go­ing to UNICEF. www.phd­sen­tience.com

Also see our lead story on page 8.

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