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  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

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    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

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    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Opinion

The Future of AI Demands System of Trust

Trust is the only tie between consumers and brands

02/10/2018
in Opinion
4 min read
The Future of AI Demands System of Trust

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.

Budućnost umjetne inteligencije zahtijeva sistem povjerenja

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.

Tags: AIArtificial IntelligenceShahin Ghoreishi
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