AI INSIDE: Are you an Artificial Intelligence?

In the nineteen-nineties, I was part of the team introducing the Intel Inside brand in Europe. Initiated by our Japanese colleagues with an encircled "Intel in it" to represent PCs with an Intel processor ("inside"), a structurally new "pull" instead of "push" marketing approach was launched. Rather than pushing processors into the market, as had been the case in the first 25 years, by promoting them to PC and other electronics manufacturers, Intel turned to the end consumer and told him to consider going into the store (later on the internet), and instead of looking for a PC of a specific brand, look for any PC, as long as it has an "Intel Inside". The processors were "pulled" through the market, from consumers to retailers and distributors, to Intel Sales.

Demand was triggered through various channels, but above all on television with cool advertising from the renowned Industrial Light & Magic studio, in which one practically flew as a viewer into a PC, looked around a bit and recognized the Intel processor in its center. The structural support element of the campaign was and is the (now modified) Intel Inside logo. In advertising, it was shown to the consumer as the logo to look out for and participating PC companies have shown it in their advertising, on their PC / notebook, as well as on the packaging. An additional novelty was the introduction of a so-called sound logo, for acoustic accompaniment. So you could, when you stood in the kitchen, recognize when on TV in the living room an advertisement with Intel Inside was shown. (I still have the notes in my head today: "Bing ... Bing, Bing, Bing, Bing!").

The Intel Inside campaign has been a great success. Intel changed overnight from a B2B to a B2C company, and its high-flying share gave it the world's first place in market capitalization - a distinction that Apple, Amazon and Microsoft regularly pass on these days.

30 years later

Intel processors are found in most PCs, laptops, and servers (but not in cell phones, Intel somehow missed that.) Over the 30 years (Intel founder Gordon Moore, of Moore's law, sends his regards!) the processor performance increased by about a factor of one million (!) (a doubling per about 18 months.) Due to this ever greater computing power in combination with ever larger amounts of data, the topic of artificial intelligence (AI) has come on the plan. Its underlying machine learning (ML) drives revolutionary changes in our society. Meanwhile, ML algorithms decide whether a customer gets cash at an ATM, they recognize the faces of our friends in social networks and support or replace the radiologist in image recognition. Coming from the consumer world, ML now jumps into the world of production. And although the term "machine" really stanbds for computer and not a production machine, these will sooner or later actually also have the ability to learn on their own.

Meanwhile, ML is able to create copy of such quality that the reader does not realize at first glance that it was not written by another human being. The developer of this technology (OpenAI) has not made the algorithms publicly available, contrary to normal procedure, for fear of abuse. The suspicion is still in the room that foreign intelligence agencies have intervened in the US election with the help of social bots two years ago and Facebook is currently arming itself against interference by social bots in the upcoming European election. For several years, Siri, Cortana and Google's speaking assitants have been making their debut on laptops and cell phones. Alexa is the big hit in the living room and in the kitchen. Since its voice was taken from a real person, it is no longer noticeable that she (better: "it"!) is not a human being that speaks, but an algorithm that uses speech synthesis.

Two years ago, the first (? - at least official) counterfeiting of a Rembrandt image was institutionalized. Not to be confused for the layman with a true work of the 17th century Dutch Grand Master. A month ago, the first artwork developed by an AI was publicly auctioned. Let's leave out the fact that in both cases this is about statistic-based ML algorithms and not about AI in the true sense, i.e. the imitation of human intelligence. In the meantime, anyone can use a simple app to create and publish lifelike images of non-existent humans.

Humanoid robots, as we see them at fairs, are usually still recognizable as such, but how much longer? How many more years will it take before they no longer approach us for that they are but as disguised humans (such as Arnold Schwarzenegger in Terminator)? (Or have we come this far already?)

According to the German government, research, development and application of AI in Germany and Europe should be brought to a world-leading level. "AI made in Germany" should become a globally recognized seal of approval. The Federal Government strives for a "responsible and welfare-oriented development and use of AI" to engage in a broad social dialogue in order to embed AI "ethically, legally, culturally and institutionally in society".

AI should be researched and developed on the basis of European values in Europe;

the use of AI is to be marked and made transparent!

In my words: Humans have the right to know whether they are interacting with another human or with an AI, whether in the form of copy, the spoken word, images or a corpus that approaches us.

For this we need a logo in combination with a certification (for example from German TüV) that tests an AI for its human orientation, as sought by the EU and the German federal government. A logo similar to the Intel Inside logo, except that it is not about marking PCs and notebooks with an Intel processor but instead certified KIs. The KI logo could come in a variety of forms: graphically for each AI we can see, that is, for what we read (for example, on every new page on the Internet or on a piece of art) or in a prominent place on humanoid robots). And a sound logo for what is heard, which is e.g. played once an hour before Alexa or a humanoid robot speaks to us.

It is time to set the course for the future of mankind. Today, we need to take action to ensure that humans, and not AI, decide tomorrow how we live on our planet. With the support of AI and robots accomplishing heavy and boring tasks so we can concentrate on inter-human, empathetic and creative tasks.

AI INSIDE: Are you an Artificial Intelligence?

Not me. My name is Peter Seeberg and I have been an AI consultant since the beginning of the year.

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