Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Shahin Ghoreishi, Strategic Account Executive
For long, VUCA has been the biggest concern of leaders in the world, but what makes it even harder to defeat is lack of TRUST. Due to appearance of AI and now Cognitive Computing, digital world is expanding faster than ever. Machine learning is taking over human responsibilities. Amazon opened its first checkout-free store claiming that deep learning machines are running it. You just need to walk into the store and pick what you want in the shelves and leave. It will deduct it from your Amazon account directly and send the bill to your phone. Fair enough? Soon and if not already, the world will be divided into two parts. One runs the machines, and the other is run by them. The former is super small and powerful. The latter is huge and innocent. And that’s where the story begins.
The impact of AI on human life is inevitable. Since the invention of Enigma that was a secret machine invented to invert codes to normal language in the WWII, till now that Alpha, Watson and other systems are created to teach other machines, diagnose and treat cancer, work in the space for years etc. AI has engaged our lives in different ways. Recently, I participated in an event called Data, Advertising and the Erosion of Trust in the Age of AI by Jason Jercinovic of Havas Global Head of Innovation. He started his speech by a brief introduction to coding and the intention of creating AI that was to make life faster, smarter and safer. He mentioned that nowadays, deep learning machines are used in marketing to reach personal level of conversation and the data collected is used to know you better and predict what you want.
But the consequence of creating these machines are not always positive. Every few weeks, there are some information leaked about abusing or stealing peoples’ private information for different events! Snowden, Facebook, Brexit and US Election are few of them. We all know the impact of these events on our lives.
“The key point is that when you work with intelligent systems, it exhibits characteristics that perhaps you never know and things that we created have the feature that we did not consider at the time” said Jason.
These automated segmentation machines on Facebook are used to target offensive terms by fraudulent politicians and parties. We live in a world that misinformation impacts our life in major events. Jason Jercinovic as a world digital leader agrees with many of us that Facebook data was immorally used to push Donald Trump’s White House bid and the same type of information was also used by the “Brexit” movement that persuaded Britain to quit the European Union.
Many people think that there is no way we can skip these data and by the rise of technology and digital systems we are innocently watched, investigated and threatened. However, Jason believes that we can have a control over the situation.
“There is a way you define your privacy on your phone and precisely on each app. There is a way you wipe your cookies and etc.” Said Jason.
This fast forward technology seems unbeatable and scary. Jason played this video about Deep Face technology so we can never say again, “camera never lies”. In this video, Obama is talking but the side camera shows that it is actually Jordan Peele, the American Comedian who is speaking. Nobody in the crowd would ever imagine that this was not actually Obama speaking. Yes, the trust issue is rising and is somehow terrifying. They can use this technology in cinema industry, but they can also use it to manipulate crowds for bad reasons.
Jason, believes that we can build a system of trust that identifies what is trust for consumers and what is trust for brands.
“The system of trust has no rules right now. But just because you can do something doesn’t mean you should, and just because you are able to, doesn’t mean you have to either.” Jason added.
This is what we have to think about doing a right thing. He offers some rules to help brands to build this system. First is transparency to show people how the data is being used and what they mean to you in the simplest way. Second, providing users the ability to opt out and third, to let users know that this is not a fixed state and it’s continuing to evolve.
Trust is the only tie between consumers and brands. Researches show that people don’t care when 74% of brands disappear. This means that these brands did not have an appropriate use of trust. Brand loyalty is the fruit of a good system of trust and we can see it in many brands like Apple, Havas, IBM, Microsoft, Amazon etc. It is important for us to pay careful attention to the contents and data we see every day. Doublechecking the information, using appropriate sources and being intelligent users will also protect us in this situation.
Eventually, I would like to thank Havas Adriatic directed by Nenad Milic for sponsoring such an interesting, dynamic and informative event. Many thanks to students of Faculty of Organizational Science – University of Belgrade for the friendly host.