Building trust in technology before the Age of Artificial Intelligence
Penetration of wearables, smart home devices and the overall internet of things now are making our. If we purchase enough devices we can have statistical data on virtually everything that we do. From sleep cycles to brushing our teeth or from travel patterns to purchasing habits, there is measurable information that is now available to the public to quantify and evaluate each unique situation. And we are comfortable with that.
It's not just numbers though. Patterns. Speech. Timing. Location. What can be collected and processed today is far more broad than we would like to believe.
If we aren't already in the Age of Intelligence, it is coming. For the public, it is more important at this time to understand that data is being collected and get comfortable with it.
The past 3-5 years, companies have transparently started collecting personal data in mass (even though some were doing it long before that). Many still don't have any clue how to use it or even simply what data they actually have access to. Across the globe we have been witnessing the shift across business with the explosion of new data centers, demand for big data analysts and power shifts to Chief Data Officers. The power of what these companies are building hasn't even been tapped into for its full potential.
In many ways, marketers have been the first to harness the power of artificial intelligence. One of the best breakdowns that I've seen of different aspects and current technologies/applications of AI was just published earlier this year by BoomTrain.
The power will come in the processing and recommendations of that information humans directing the power and intelligence of their assistants. At the end of the day, I don't need numbers, but I need the insights and recommendations to take action - or for technology to take action for me. This means communicating and ultimately building trust between user and AI. Most recently driverless cars have led this conversation and controversy over AI's role and the implications of handing over control.
As Nir Eyal and Alexis Safarikas write in Fast Company "The deciding factor between which bots will live and which will die is how well they keep users engaged. After all, if a personal technology isn’t habitually used, it is easily forgotten. "
When it truly comes out of the shadows, artificial intelligence will be more powerful than we can imagine. I receive Yelp recommendations for restaurants or even auto-connecting to Uber Eats based on the amount of calories that I have burned and my fitness goals. I am told when I should go to bed and tips for a sounds sleep based on my schedule that day and meetings the next morning. I am delivered medication based on recognized physical abnormalities that is composed of ingredients that work best with my body.
I challenge everyone to dip their toe into the inevitable waters of AI.
- Start measuring your own habits and grow comfortable with data collection. I often see fellow marketers who are uber-aware of tracking, dial up security settings and refuse use of their information. We need to open ourselves up at some level to understand first hand how information can be collected and used intelligently.
- Use AI-driven services like talking to Google, Siri or Alexa. Even my wife was skeptical prior to our purchase of a Google Home, but now we are contemplating how many more we need in our house.
- Expect value, but don't expect everything to be perfect. Take time to learn how it works and know that it will get better. We can't dismiss something right away for not being able to process or answer all our questions.
Marketers and brands get ready.
- If you aren't collecting customer data already, you're behind the curve.
- Start understand your product/service's role or connected opportunity in intelligence-driven living.
- Evaluate your users' current level of trust and what it would take for them to interact with you artificially.
For many who already can't fathom giving up control of the steering wheel, this is a frightening idea. Personally, I'm excited at the freedom to let go and look forward to apply my energy to relationships, innovation and creation.