We're empowered to engage in creative thought. Because we have much more insight, a lot of guesswork is eliminated. Instead of merely telling customers what they should do, a sales rep is able to explain why it's in the customer's best interest to do it. We're given more insight to creatively explore which sales script will resonate most strongly with each customer and which marketing messaging will drive the greatest levels of engagement. Perhaps most important, we're able to deeply personalize sales and marketing content, an endeavor that only 31% of marketing professionals believe they're effective at (despite 74% believing it has a strong impact on advancing customer relationships).
To grow the kind of baby that we do, with this giant brain, who can't do anything for the first 3-5 years of life, you need a lot of input. As much as 1.5-1.7 million years ago, we start to see a shift in the fossils, which suggests that more than one or two individuals became closely involved in taking care of the young. Fast forward to the last couple hundred thousand years, and it is absolutely clear that the human success story is part and parcel of our incredible ability to "take a whole village" to raise a child, as the old saying goes. The nuclear family--Mom, Dad, a couple kids, and a dog--is not only very recent but is not even typical of the way most people live in the world. This whole notion of a family house with a white picket fence is a very a-typical way to be human.
The game of Go played between a DeepMind computer program and a human champion created an existential crisis of sorts for Marcus du Sautoy, a mathematician and professor at Oxford University. "I've always compared doing mathematics to playing the game of Go," he says, and Go is not supposed to be a game that a computer can easily play because it requires intuition and creativity. So when du Sautoy saw DeepMind's AlphaGo beat Lee Sedol, he thought that there had been a sea change in artificial intelligence that would impact other creative realms. He set out to investigate the role that AI can play in helping us understand creativity, and ended up writing The Creativity Code: Art and Innovation in the Age of AI (Harvard University Press). The Verge spoke to du Sautoy about different types of creativity, AI helping humans become more creative (instead of replacing them), and the creative fields where artificial intelligence struggles most.
Just as manufacturing automation cuts into human jobs, the prospect of creative artificial intelligence raises the specter of robot writers, robot artists and robot musicians who never sleep and always agree with their patron. Robert and Christian discuss some possibilities in this episode of the Stuff to Blow Your Mind podcast.
When our chief executive, Arthur Sadoun, announced that we were going to stash one year's awards cash to fund Marcel's creation, many a jaw dropped. But while we all wait with bated breath for Marcel's first whispers, the project is already a success. Rather than talking, we're doing, trying, trialling. We're on a journey to see how AI can grapple with the complexities of a multinational organisation, where the ultimate product is human creativity. We know we can leverage our creative resources better, it's just way too complex and nuanced to perform through more mechanistic, cruder tools.