Last month, the U.S. Army put out a call to private companies for ideas about how to improve its planned semi-autonomous, AI-driven targeting system for tanks. In its request, the Army asked for help enabling the Advanced Targeting and Lethality Automated System (ATLAS) to "acquire, identify, and engage targets at least 3X faster than the current manual process." But that language apparently scared some people who are worried about the rise of AI-powered killing machines. In response, the U.S. Army added a disclaimer to the call for white papers in a move first spotted by news website Defense One. Without modifying any of the original wording, the Army simply added a note that explains Defense Department policy hasn't changed.

Between the Terminator movies, Ava from'Ex Machina', Google's AlphaGo beating the world's best human Go players, machines mimicking Rembrandt's style to paint portraits, debates about morality and privacy, and Stephen Hawking's warnings about the consequences of intelligent machines manned by idiot humans; it's no wonder that Artificial Intelligence (AI) has already made people a little uncomfortable. In the marketing world, it's caused the customary outbreak of confusion. Thus resulting in a series of obtuse declarations like "AI will change everything. EVERYTHING!" that are typical of the industry. Any time anything new threatens to upset business as usual, comrades in the marketing and advertising industry especially lunge headlong into an existential crisis.