Artificial vs. Human Intelligence? Both
If you are in the Marketing & Advertising world, or in most industries really, you’re probably receiving at least a weekly alert about the latest in Artificial Intelligence (AI). One day it’s about the most recent incredible development and another day red flags start popping up with alerts on how it’s getting out of control. We need to keep in mind that current AI systems have been in the works for decades and are limited algorithms that follow strict guidelines within very specific infrastructures. They just happen to be rolling out at super speeds, and that can feel overwhelming.
AI is a Tool
AI products like ChatGPT, Midjourney, and AI-boosted chats and search engines are new tools. A user needs to input requests in order for the service to deliver a response. So, much like when the Microsoft Office programs launched and the internet became readily available to everyone with a handheld device, our tools for navigating work and everyday life keep growing.
If you ask ChatGPT to compose an email to welcome a new employee to the team, it will start generating an email message template that extends a warm welcome and touches upon offering support during the transition phase, the company’s collaborative and inclusive culture, the shared passion among team members, the great importance of the new hire’s skills and expertise, the orientation process, the employee handbook, and the future collective success of both the new hire and the company. This automated response can be considered more “human” than the technical guides you may get if you asked the same thing of a non-AI-supported web search engine but still relatively boilerplate. It saves time by providing a decent guide of topics to work off and language that employees are looking for nowadays, showing that it does consider trends when composing responses. However, only the user can guide the responses that an AI platform delivers with acquired wisdom and expertise. In this case, the platform delivered a message that doesn’t necessarily touch on a company’s identity and values.
If, on the other hand, you ask it to compose an email to welcome a new employee to the team and touch upon the values of excellence, family, collaboration, respect, and innovation, you will get quite a different response. It will work in these values throughout the message and adjust the tone accordingly. For example, it will include sentences such as, “At [Company Name], we strive for excellence in everything we do. We are committed to delivering high-quality work, exceeding expectations, and continuously improving ourselves and our processes. One aspect that sets us apart is our strong sense of family. We believe that fostering a supportive and inclusive work environment is vital for personal and professional growth.”
Final Thoughts
As it stands today, AI does not substitute a human being’s particular expertise and intuition. It is an efficient tool that can help us achieve tasks quicker than before. However, as systems that respond to our questions and behaviors, they follow our lead, which is empowered by the wisdom and expertise we continue to acquire daily. In other words, the ability to know what to ask for is what guides the amount of assistance we may get from an AI platform.
At Lopito, Ileana & Howie, Inc. we are exploring AI platforms and keeping an eye on the industry to get the most out of it as it continues to evolve. Let us know if you would like to chat about this or any other trend.
