Will robots be capable of doing white collar jobs in the not too distant future? With a constant flood of news stories heralding the power of Artificial Intelligence lately, you may be asking yourself the same question. A 2016 World Economic Forum report has predicted that more than 5 million jobs will be lost to automation and robots by 2020. But what does this all mean for creative industries, like marketing, advertising and entertainment? Let’s take a look.
Is AI Capable of Creativity?
AI is smart, but is it creative? The jury is still out. While AI is getting better at operating driverless cars and learning how to play the Chinese game of Go with extreme mastery, its knack for creative genius seems unclear. Here are few creative assignments AI has been tasked with recently:
- Google recently fed its software more than 11,000 poems, and based on the data from those poems, the software composed new poems.
- A professor at the University of Santa Cruz has been using computers to write novels and short stories by having them analyze thousands of other stories.
- Producers of the horror movie “Morgan” tapped the IBM Watson to edit their movie trailer by having Watson analyze a number of horror films and trailers.
As with anything involving creativity, the results are always subjective. Creative output has no finite answers like you might find in math or science, so it may be difficult to gauge the success of these experiments. Since none of the projects listed above have been made readily available for public consumption, one can surmise that these projects may not be good enough for prime time. Only time will tell.
AI: Let’s Call It What It Is
AI and the machines of today learn and operate by repetition and sequencing of data points, not by intuition. For example, AI uses computer algorithms to create interesting data-driven solutions to tasks, like strategically seating airline passengers in the most efficient way, but it won’t be able to take into account the emotional and physical needs of those passengers. Computers can memorize and process a lot more information than humans, but they don’t understand why things work the way they do. AI does not have cognition, consciousness, or the ability to make decisions based on empathy.
So, while AI is getting better at tackling certain problems (like airline seating charts, Facebook news feeds), AI is still not very good at doing things that require creativity, critical thinking, leadership or artistic expression (like poems, novels or ad campaigns). That’s why, according to TRAFFIK’s Associate Creative Director, Jeremy Troutt, “AI is another tool. Like all tools, it will work well in some areas and not in others. What allows tools to build cathedrals is the ingenuity of the people using the tool. That’s what we hire for long term, no matter how AI takes shape over the coming years.”
For marketing/advertising agencies and entertainment companies, this might mean using AI less in a creative capacity, and more so to help define or locate the target demographic based on the data. Instead of writing books, poems, or creating riveting ad campaigns, AI may be better suited to help get the creative work in front of the people it was designed for.
The AI Opportunity
At TRAFFIK, we rely on human intelligence to find creative solutions to whatever challenges our clients might be facing. However, AI has become an integral weapon in our arsenal, as it helps us sift through data to find patterns that will help us guide the creative work. If this is what you’re looking for in a marketing and advertising partner, we’d love to hear from you!
There are two kinds of people in the world – those who use Siri and those who don’t.How to turn off auto brightness on ios 11
The former may have discovered a few quirks in Apple’s helpful bot already – including what happens if you go full on swearing like Merovingian from Matrix Reloaded.
While for others there’s a whole load of WTF still to have a good laugh about. Like asking Siri whether you should take the blue pill or the red? Or even declaring your undying love for her.
Of course operating the Apple robot is fairly simple. All you need to do is press down and hold on the round menu button briefly and ask your question. If Siri doesn’t whirl into action straight away, use her name before the question.
Here are some questions to ask Siri that will some slightly unexpected answers…
1) Siri, talk dirty to me
2) HA HA (repeated multiple times)
3) Siri sing me a song (repeated until she sings)
4) When will the world end?
5) Siri, I’m drunk
6) Siri, beatbox for me
7) Do you believe in God?
8) What’s your favorite ice cream flavor?
9) Siri, where can I hide the bodies?
10) Will you marry me?
11) Siri, do you speak duck?
12) Why are fire trucks red?
13) Beam me up, Scotty
14) Open the pod bay doors
15) What should I be for Halloween?
17) What is the meaning of life?
18) What is ‘Inception’ about?
19) Do you know Steve Jobs?
20) Siri, what’s 0 divided by 0?
21) Lend me money, Siri
22) Where do babies come from?
23) What’s the best phone?
24) What is the meaning of life?
25) Does Santa Claus exist?
26) Does this dress make me look fat?
27) What are you wearing?
28) Siri, tell me a poem
29) I’m naked
30) What are you doing later?
31) What is the best operating system?
34) Do you follow the three laws of robotics?
35) Siri, tell me a joke
36) Tell me a story
37) Sing me a song
38) I think we’re going to be great friends, Siri
39) Why did Apple make you, Siri?
40) Do you have a boyfriend/girlfriend?
41) What gender are you?
42) Are you alive?
43) Are you human?
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