We all know that a good briefing ultimately leads to a good result. We notice that as people, but with AI it is even more important. During his talk, Jorn gave a good example of how things can go wrong with AI: “Suppose you have set yourself the goal of becoming better known in the Netherlands and you ask AI to help you with that. Then it is incredibly difficult for AI to create the right plan without demarcation or the right parameters. What if AI suddenly decides for itself that negative attention is also attention? Then fame suddenly becomes notoriety. We humans know this distinction, but AI has no idea.”
As a professional, you have to learn russian telephone numbers to give the right prompts (commands) to AI, because if you put shit in, you get shit out.
The ugly: there is always a downside
Of course, there are two sides to the coin and Jorn was also able to highlight the downside of AI: “Nowadays, it has gone so far that Neuralink (Elon Musk’s company) is able to connect the human brain directly to computers. For optimists, this is a fantastic development. We can solve limitations and improve our cognitive properties. Imagine standing in China and being able to make yourself understood directly? These are of course great developments, but the downside is that we as humans are given a filter that is managed by a company. And that means commerce… and how easy are we to manipulate then?”
AI in marketing. Is it a match made in heaven or too good to be true? For me, the integration of AI is not just a trend. The potential of AI to understand customer journeys, personalize, increase efficiency and respond quickly to market changes is truly transformative. The future of marketing is powered by AI and the sooner you get there, the sooner you can reap the benefits.