Who is scared with the growth of
artificial intelligence? If you raise your hand, you should continue to read this. I just
remember like a month ago I went to EVOLAB in Brussel, and they were talking
about the future of Artificial Intelligence. There were some panel-talks that
worth to share. The guest-speakers are exactly professionals who works in the big
companies.
First of all, let’s define what
Artificial Intelligence (AI) exactly means. Itis basically a self-learning
algorithm that can generate cognitive knowledge. It works by developing
algorithms that imitates human’s method in solving problems, and use them again
accurately. The purpose of AI is to create technology that allows computer to operate
in an intelligent manner to complement human tasks. Despite the technology of
Artificial intelligence rapidly grows, the function of it is augmenting human
job, not replacing them. Nowadays, AI is commonly used in advertising, majoring
in consumer experience.
There are two main chapters for
the advertising agency in facing the growth of AI. First chapter starts from
the way they use AI. AI helps us to create new tools to help agency in consumer
analysis. For instance, AI contributes a lot in determining consumer product,
what costumer likes and dislikes about the products. As the biggest search
engine company, Google, uses AI and obtain loads of advantage in consumer
experience. Google integrates AI very well with advertising tools. Furthermore,
it can break down the interaction of consumers and product. The combination of AI
and another device, such as camera face recognition can resolve the question
about how consumers react about some products and how to win battle of
attention in business realm.
The second chapter is how AI will
impact consumers. To integrate with this, agency needs to connect and
collaborate with partners to build open environment between agency and
costumers. Agency has to adjust the used of AI with values and cultures that
happen in society. Next step will be how agency escalates their creativity and
enhances AI to create new product for costumers. In every distinctive
execution, just trust how the machine works and make it as invisible as
possible to customers. However, before using AI, advertising agency should
remember about what is the product and choose the right tools to make brand more entertaining in advertising
landscape.
There are still some
disadvantages in using AI as a tool. The cost of AI is still expensive and it
needs human. To operate them, agencies need to hire engineers specialised in
big data which also costs quite expensive. The engineers still need a lot of
improvement in AI. Because of that, a lot of AI start-ups are now competing to
each other. Radoslaw Brzuska from Chief Innovation Officer, Dentsu Aegis
Network Polska said that in his company, they are adjusting AI in every aspect.
Externally, they collaborated and learned a lot from their colleagues in Japan.
They transferred their employees to get better knowledge about machine learning
and technology. Internally, they educated their employee by doing training program
about AI and technology as well.
What can we expect from Artificial
Intelligence within ten years is still rather debatable. There is no leader
among advertising agencies, AI, and customers/clients. These three players are
integrated to each other. We all have to be strong player. As students, who
will work later in certain industry, they have to be flexible and quick learner
to adapt with which technology tools our needs fit in. Students must have more practical
view because company and technology are growing fast. For instance, in creative
agency, they mostly need students that have knowledge about basic coding
skills. Therefore, to survive in the future career, students need to find and
use technology that contributes in creating a lot of advantages for their
related industry. The next thing that
students have to do is learning about what artificial intelligence cannot do
yet. In fact, AI is just a machine that does not have feeling. Exploring some
aspects that related to feeling, such as creativity and art, can be a good
idea. The combination between human and machine work will create great
achievement. Human as a leader can tell machine what to do to create data
precisely and without any mistake.
In the future, it could not be
argued that technology grows rapidly, and so does AI. Jennifer Kaiser from
Google Head of Advertising said that costumer is always complaining about
advertising. She hopes with some improvement, AI will find more way to create personalized
advertisement in order to interact with costumer. Additionally, she hopes that
AI will empower better advertising tools and increase customer satisfaction.
Another expert, Samuel Ellis, from M&C Saatchi hopes that AI will generate
more chances and possibilities for smaller company or start-ups around the
world to optimize its function. And according to me, AI is a very useful
technology that can adapt in every aspect in human life. Especially in
communication fields, such as advertising, I hope that AI will be used in the
right way to satisfy costumer by developing better products. In the future, I
hope the function of AI will be kept on track in augmenting reality and human
tasks instead of replacing them.
Don't worry, be happy!
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