AI as a communications co-pilot? (#2)

Embodied Intelligence for Communicators and Leaders

AI is quickly becoming a communications weapon, and it has yet to reach its full potential. With proper training, communicators are learning to use it to achieve feats typically beyond human reach, such as unstructured data classification and analysis. While there are still significant barriers to overcome, it's impossible to deny the profound impact that generative AI has had to date and the potential impact it is likely to have on society in the future. From stunning artwork to compelling prose, generative AI is changing the way we create, consume, and interact with information on a daily basis. And with recent advances in natural language processing and deep learning, the possibilities are becoming increasingly exciting.

A good example of this is the next generation of AI, a hypothetical intelligent agent that can learn to replicate any intellectual task that human beings or other animals can. If you’re wondering how AGI differs from AI, the “simple” answer is that AI refers to the development of computer systems that can perform specific tasks that require human intelligence, while AGI doesn’t. As this technology matures, it is likely we will become increasingly dependent on it. It is at this point we may begin to anthropomorphize AI to some degree as we accept it is able to surpass human ability in certain tasks.

In a short time, AI has evolved to possess thinking abilities such as reasoning and analogy. As a result, we must re-evaluate the assumptions previously made about this technology, including the belief that AI's actions are solely based on experience, that it lacks true thinking capabilities and creativity, and that it can only express things that can be articulated in language.

In his book "The Threshold: Leading in the Age of AI”, Nick Chatrath explores the implications of AI on society and leaders' responsibilities in managing the risks and opportunities presented by this new technology. Nick contends that we stand at a crucial juncture in AI development where the technology has become potent enough to pose a threat to humanity's very existence, yet we still maintain control over its development. The responsibility of ensuring that AI aligns with human values and goals lies with these leaders.

Nick also delves into the risks and challenges associated with AI, including job displacement, bias, and the development of super-intelligent systems, and explores the role of government, industry, and individuals in shaping the development of AI. One fascinating concept that Nick discusses is “embodied intelligence”, which refers to the potential of an individual or system's ability to interact with the environment and learn and adapt through those interactions. This involves combining sensory-motor skills, perception, and cognition to perform tasks, solve problems, and make decisions.

For those in the creative and communications industries, embodied intelligence could be a game changer. Marketers and communications practitioners could use this approach to gain insights into how people interact with products and services in real-life situations and use that information to design more effective branding and marketing campaigns. By analyzing how people resonate with a piece of content, for example, a communicator can identify potential story-telling improvements to make the content more compelling or engaging.

Incorporating embodied intelligence into marketing and communications strategies would help companies better understand their customers and create more effective, engaging and personalized experiences that resonate with their target audiences. But while this may seem simple, it is not easy to do. A deep understanding of stakeholders is required to provide the most compelling audience experience, which could make this one of the most valuable skills in the AI era if achieved successfully. To know and be known, to understand and to be understood all potential advantages of embodied intelligence for those who choose to embrace AI for the future!

Even though AI is not able to do this currently, there's no denying that we're witnessing something truly disruptive and transformative. AI-human partnerships require us to provide the right set of instructions, with human’s unique embodied intelligence, no matter whether you call it AI prompt engineering or AI whispering.

The opinions expressed in this article are my own