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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

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    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

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    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

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    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

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    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

  • Tri pitanja

    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

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

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Home Topic of the week

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

The prerequisite for considering ourselves superior and seminal over artificial intelligence is the assumption that humans have free will, that they are not pre-programmed, and that perhaps they themselves aren’t someone’s artificial intelligence

25/04/2019
in Topic of the week
4 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By: Adnan Arnautlija

Artificial Intelligence (AI) is taking over more and more jobs from humans. No one knows how far this will go, but there are realistic reasons to believe that AI will deeply penetrate the areas that humans absolutely dominate today because of their unique characteristics.

How much space is there for artificial intelligence in the communications industry, where machines have already secured a strong foothold, especially in media and research agencies? Dentsu’s Tokyo office has already hired the first robot copywriter. Everyone agrees that artificial intelligence has its purpose in advertising, pointing out, however, that robots cannot replace the intelligence and emotions of a person.

What will our future look like, and how far can AI go in the field of creativity – which is almost universally considered a field that will always remain a human privilege in relation to machines? This is the question we asked Janez Rakušček, Luna \ TBWA’s executive creative director, Vladimir Ćosić, executive creative director of the digital agency Drive Belgrade, and Igor Mladinović, executive creative director of the agency Imago Ogilvy, Zagreb. Here’s what they say.

Janez Rakušček, Executive Creative Director, Luna \TBWA, Ljubljana

Artificial intelligence already assumes numerous smart human jobs, and this will happen more and more. Learning from a huge amount of data using a smart algorithm provides stunning achievements. Machines are already better than us in chess and in the Go game, and it’s no secret that in some areas of diagnostics AI is already better than doctors.

However, just over a month ago, the European debate champion Haris Natarajan in just twenty minutes completely destroyed IBM’s debate algorithm. In unpredictable situations that create value from systemic errors, humans are, for now, absolutely better than smart machines. Creativity is exactly that: an error, a slip, an inconsistency, something unexpected. If artificial intelligence is to replace us, then we will be among the last ones. A number of prominent professions today will have to say farewell much earlier.

I can’t help myself but dive deeper into the problem. The dimensions of the possibilities of artificial intelligence are, in fact, closely related to our perception of humanity. The real question, therefore, is not how we understand artificial intelligence, but how we understand human beings and humanity. Here, of course, there is no objective answer, because philosophers and neuroscientists in recent years are intensely dealing with this exact notion: the empty space between stimuli and experience.

Hence, the stimuli and the way of their processing as experience, and actually experiencing it, are thoroughly explained, and yet the connection between them remains in the grey area that philosophy and cognitive science call the Hard Problem of Consciousness. If we believe that man is a biological machine, and consciousness is the product of biochemical processes and an evolutionary trick of the brain for more successful survival, then we must admit that artificial intelligence will be able to catch up and surpass us in all respects.

But if we believe there is a fundamental difference between physio-chemical events and consciousness (which is proven by the cognitive experiment Philosophical Zombie of the philosopher and scientist David Chalmers in logically indisputable way) then smart machines will never be the same.

Vladimir Ćosić, Executive Creative Director, Drive, Belgrade

Not at the moment, but I’m sure this will become a reality sooner or later, as evidenced by increasing number of experiments on this topic. In the meantime, artificial intelligence will probably become more and more helpful in carrying out everyday activities within our profession, same as in all other spheres of human activity.

Viewed that way, technology is currently a good servant to us, but the problem is that the line between a servant and a master is a very thin one, and we are going towards it so fast that we aren’t even aware what is happening.

I think we should stop fooling ourselves that human race has the exclusive right to emotions and intelligence, and to start seeing things from a much broader perspective. Apart from technology, our first neighbours on the planet Earth also teach us this lesson – the animals, which are in many ways superior to us.

Igor Mladinović, Executive Creative Director, Imago Ogilvy, Zagreb

Artificial intelligence can in no way replace either intelligence or human emotions, but it is very likely that it may be better than humans in some segments. The prerequisite for considering ourselves superior and seminal over artificial intelligence is the assumption that humans have free will, that they are not pre-programmed, and that perhaps they themselves aren’t someone’s artificial intelligence…

Perhaps every one of our reactions and creativity that we attribute to free will are in essence a result of well-scripted software of some higher intelligence that is now observing us. Viewed from that angle, then the artificial intelligence that we have created will have its own version of emotions and its own intellectual reaches that they will believe is free will, just as we believe in ours.

But viewed only within our microsphere, where we like to think of ourselves as creative, independent, unique and free authors, artificial intelligence has no chance of replacing us, because the game here is played by our rules, on our turf. We know where the hidden hole on the field is, where the molehill is … and no matter how superior AI might be technically, it will step on that hole once, and we will once again reign supreme in this world of ours, and AI will still be just a servant.

Tags: AIArtificial IntelligenceCroatiaDRIVEImago OgilvyLuna \ TBWA LjubljanaSerbiaSlovenia
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