Think. Originality, innovation and to a large extent, creativity, are not a lineal progression of the past. That alone limits the value and benefits for much artificial intelligence in business, marketing and advertising.
Likewise, developing a new vision for the future is seldom founded on looking to the past.
Compliance, conformity and repetition do not, of themselves foster disruption, differentiation and entrepreneurship. It is difficult to standout in a crowded market, particularly when risk tolerance is at a low ebb.
Hence, the issue is how, not if, artificial intelligence will be integral part, and will influence, the future of sectors, companies, products services and applications.
UNPRECEDENTED
People need to control, administer and provide input, goals and outputs for AI. Each of these considerations mitigate against any innate and palatable characteristics of artificial intelligence and any suggestion of a “hands-off” approach. When applied to dynamic and change settings in competitive marketplaces, competitive advantage often requires, unprecedented, unique frameworks, features and outcomes. The concept of artificial intelligence is best applied to internal efficiency initiatives in disciplines and sectors, like engineering, repetitive mass production, transport and logistics. On-site mining operations for trucks, rail and shipping can be, and increasingly are being administered remotely – sometimes thousands of kilometres distant.
Military strategies and tactics are similarly being deployed (but not conceived) on battlefields and in countries around the world. It maximises outputs, enhances productivity, effectively reduces the need for scarce resources and minimises costs and casualties. Noticeably, each has an internal orientation.
MARKETPLACE REALITIES
Attaining, sustaining and gaining from competitive advantages in the open, dynamic marketplace requires different and differing variables.
KEY LESSON: An important contemporary rule is that there are no rules.
Do not seek. Create.
That is intelligent, and not artificial.
INFORMATION, NOT INTELLIGENCE
Technology, social media, Big Data, The Cloud and Artificial Intelligence have much to answer. The world, society, education and commerce are awash with information, much of which has restricted relevance and benefit in its base form.
Investments in capital equipment (hardware) to capture information from transactions, interactions and mobility have in recent times seemed to be boundless. Lacking is allocations in the software (read: skilled, experienced people) to convert the mass information into discrete, meaningful intelligence.
Hard facts from the past and present are enhanced when complemented with soft nature of social sciences.
INPUT = OUTPUT
In the dawning period of the technology era an oft-expressed tenet was:
Garbage in. Garbage out.
Little has changed.
Common, and readily accessible to all or many is information.
Detailed analyses by numerous “experts” inevitably identifies, isolates and enables application of numerous observations, intuitions and conclusions.
There may, and often is, not one right or wrong answer or action.
Comparative analyses often profile a range of perceptions, beliefs, values, experiences, and expertise being applied. Noticeably different projections, conclusions and outcomes evolve. Therein lies a strong measure of subjectivity, not irrefutable facts.
COMPLEMENT, DON’T REPLACE
Technology is best and most gainfully applied when it complements and does not replace human resources and intelligence.
Artificial Intelligence is an investment in capacity. Its efficiency and effectiveness can nominally be awesome.
Left alone it can be, and understandably is, inert, unfulfilled and, in the vernacular, full of promise.
Converting latent potential into reality, benefits and advantages necessitates capability. That is, adroit application by skilled and skilful individuals, team-members and collaborators.
NON-BINARY CHOICES
Intended and actual use of artificial intelligence is not necessarily a binary forced choice. Departing the established and prevailing universe for a presence and future in the metaverse has not been a fulfilling and rewarding experience for many “innovators”, “early adopters” and developers and promoters of the concept.
LESSON: Don’t get ahead of yourself…
or the economy, marketplace and others.
SYMMETRY
Artificial Intelligence has parallels to market research and omni-channel marketing.
No research will eliminate risk or identify and provide all answers and solutions. It will typically reduce, and some instances, minimise risk. That enables leaders and business owners to make informed and better decisions. In short it is a tool.
Likewise, omni-channel marketing. Its key role and inherent benefits are evident. Social media complements, not replaces mass- and analogue media.
Collectively, they are proficient purveyors of messages, stimulants and influences. They are not, however, the content and should be recognised, respected and utilised accordingly.
Hence, artificial intelligence is with us. Its presence, influence and potential will grow, in many instances exponentially.
Maintaining control will be an (profitable) artform. Therefore, don’t be overwhelmed. Invest astutely. Recruit discerningly. Strategise prudently. And, above all, integrate, adapt and develop assertively.
Barry Urquhart
Business Strategist
M: 041 983 5555
E: Urquhart@marketingfocus.net.au