Epi #35 ~ Crafting Tomorrow: The Pivotal Role of Behavioural Science Shaping AI & Machine Learning's Future

Ah, the marvellous world of Artificial Intelligence (AI) – it's like opening Pandora's box, but instead of unleashing chaos, we find a treasure trove of opportunities that could rather splendidly revolutionise the way we toddle about our daily lives and work.

For every nightmarish scenario of a robot uprising that might keep you awake at the ungodly hours of the night, there are at least a hundred sparkling prospects where AI could make our existence not just bearable, but positively delightful.

Imagine, if you will, a world where diseases are not just treated but preemptively binned, where the gates to education swing wide open for all and sundry, where our mental well-being is not a struggle but a given, where the globe itself becomes a playground for collaboration without borders – the possibilities are not just numerous; they're downright exhilarating.

Yet, here's the rub – for all this potential to not just be pie in the sky, the crafting of AI tools that enhance, rather than replace, our human faculties cannot march forward with technology holding the reins alone. No, no. This endeavour must be deeply rooted in an understanding of human psychology and behaviour. After all, what's the use of a shiny new toy if it doesn't understand the very beings it's meant to assist?

In the grand scheme of things, to harness this boundless potential, our approach must be as much about the human condition as it is about algorithms and code.

TL/DR Focus Summary

To help you decide if you want to take 4-minutes to read through these pledges.

1. How BeSci can and is breathing life into AI & ML.
2. AI x BeSci: Enhancing Human Performance
3. AI x BeSci: Measuring the Previously Unmeasurable
4. AI x BeSci: Making Better Decisions
5. AI x BeSci: Building Deeper Human Connection

Introduction to Behavioural Science in AI

In the whirlwind world of AI's breakneck evolution, it's BeSci that emerges as the lighthouse, casting a beam of profound understanding onto the murky waters of tech development and strategic wizardry. It’s not just about churning out algorithms and data crunching; oh no, BeSci is the secret sauce that ensures these digital marvels are fine-tuned to the quirks and quiddities of human nature and our often baffling decision-making antics. This isn’t merely about making things that work with ruthless efficiency; it's about crafting experiences and messages that sing to the soul, bridging the gap between the cold, hard machinery and the warm, fuzzy sphere of human emotions. BeSci, in its role, is absolutely central – not just tweaking at the edges, but deeply moulding AI and marketing into forms that genuinely matter, resonate, and connect on a level that’s thoroughly, wonderfully human.

Breathing Life into AI

Embarking on the noble quest to breathe a semblance of humanity into the silicon veins of AI, we're not just coding; we're weaving empathy, understanding, and a bit of psychological savvy into the very fabric of technology. This grand adventure aims to sculpt systems that don’t just compute but genuinely comprehend and cater to the whims and woes of the human spirit. Enter BeSci, our knight in shining armour, armed with the intricate tapestry of human psychology, infusing AI algorithms with the ability to grasp the nuanced ballet of human behaviour.

Take, for example, the pioneering efforts unspooling within the hallowed halls of the MIT Media Lab. Here, the boffins are not merely tinkering with tech; they're orchestrating a symphony of AI that attunes itself to the ebb and flow of human emotions. By deciphering the subtle dance of voice inflections, the fleeting whispers of facial micro-expressions, and the silent language of non-verbal cues, they're crafting a future where communication between man and machine is not just efficient but imbued with genuine empathy. This isn't just progress; it's a leap towards a future where technology doesn't just serve; it understands.

AI x BeSci Pledge #1: Boosting Human Prowess

The big sell for AI? It's here to turbocharge our human abilities, helping us sidestep those pesky biases that often throw a spanner in the works. Take confirmation bias - our knack for ignoring the inconvenient truths - which can leave business strategies trailing in the dust. Here's where our behavioural boffins step in, shining a light on these biases so that AI whizzes can cook up algorithms to give them the boot.

AI & ML x BeSci Pledge #2: Delving into the Once Unfathomable

The wizardry of AI and ML promises to peel back the layers of human behaviour that have remained elusive. Despite our innate knack for pattern spotting from the cradle, our predictions on who might sue or scam are outmatched by the cold, calculating gaze of ML, simply because we can't juggle as many variables. Enter behavioural scientists, guiding ML maestros to craft models that not just mimic, but deeply understand human quirks, without being shackled by the limits of available data.

AI & ML x BeSci Pledge #3: Sharpening Decision Making

Faced with decisions that could change the course of our lives, wouldn't it be peachy if ML could take the wheel? Yet, when confronted with these machine-made forecasts, we often balk, distrustful of their grasp on our unique situations - a sticky wicket known as algorithm aversion. Behavioural science comes to the rescue, suggesting nifty tweaks to AI interfaces or the decision-making cogs themselves, making the machine's counsel more palatable and boosting our willingness to take it on board.

AI x BeSci Pledge #4: Enhancing Real Human Connection

In our screen-saturated existence, AI dangles the promise of rekindling the warmth of genuine human interaction, albeit digitally. Giants like Zoom are already on it, using AI to cut through the digital noise so we can truly connect, whether it's with distant loved ones or remote colleagues. Yet, there's consensus that virtual chatter is still playing catch-up with the real deal.

Behavioural science steps up, offering insights into the missed cues of digital discourse - the nuanced body language, the fleeting facial tells - guiding AI's quest to not just mimic but elevate our online human connections.

Conclusion

Wrapping up, the dance between AI development and behavioural science isn't just a nice-to-have; it's the very scaffolding that bridges the gap between humanity and our digital counterparts. It ensures the AI of tomorrow doesn't just compute, but comprehends, making it an essential player in our quest to tackle the most human of puzzles.

Thank you to BEworks, much of this week's article comes from Jennifer Weeks excellent passage here.

About the Author: Nicholas R. Mason

Hey there! Crashing through my 15-year wild ride in a nutshell, ready?

Started as a psych grad, in a mission to understand the endlessly fascinating human brain. Jumped straight into consumer psychology and media planning, eventually working both in advertising, media agencies, as well as client-side; I've found much joy in both. Vision, mission and culture are what matters most to me. Working across strategy, brand, comms, digital and sales—providing me a truly holistic view of commercial growth.

As it happens, I'm a super connector, seeing trends, connecting the dots, while maintaining my eyes on the complete-picture-prize.

From WPP agencies, to indies | global elites Samsung, Unilever and Heineken, to growth-minded plucky startups | hustling as an agency-owner, consultancy and even a brief stint in corporate wellness..

Here's my contrarian view: outfoxing the big leagues as an underdog is much harder.

Over the past decade I've studied, learned and leveraged 'Applied Behavioural Science' through brand, comms and media. It's like finding the cheat code for cracking the enigma of human code. It's been not just a career boost, but also killer cocktail party chatter.

So, here I am: marketer, strategist, BeSci practitioner, early adopter of GenAI, and leader; shaking up the norm and guiding brands through the innovation jungle.

Dual citizen of Aussie sun and British drizzle.

Currently on the lookout for my next career adventure!

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