Artificial Intelligence: Friend Or Foe?

In a recent interview, I was asked about the rapid improvements in artificial intelligence (AI) and whether they pose a significant threat to jobs in marketing, and, indeed, the wider workforce. To offer a logical response, we have to understand what we're discussing and why. A truncated, working definition of AI would be the automation of processes via machines able to perform cognitive tasks that were once performed by a human. Examples include computers built to defeat chess champions, operate vehicles, and perform specific, repetitive tasks. By no means does the term refer to an omnipotent, omnipresent, fully self-aware machine.